For users outside of the EU, IP addresses are collected and used by Google Analytics to deliver basic services and the minimum functionality needed to operate the service. For Google Ads-linked accounts, encrypted IP addresses may be used in accordance with Google Ads and user settings.
Analytics usage of IP addresses
- SPAM detection: To improve the accuracy of Google Analytics reporting, IP addresses are used to detect SPAM and filter out their associated data.
- Coarse location information: For geographical reporting and data center routing optimization, Google Analytics might glean the following metadata from IP addresses: City (and the derived latitude, and longitude of the city), Continent, Country, Region, Subcontinent (and ID-based counterparts).
Google Analytics never associates raw IP addresses with user identifiers and discards raw IP addresses after use.
Google Ads-linked properties
When you link your Google Analytics properties to a Google Ads account, IP addresses collected through Google Analytics may flow to your linked Google Ads account, and be used there in accordance with your Google Ads settings, configurations, and relevant terms of service. Raw IP addresses would only be used by Google for internal analysis for the explicit purpose of delivering basic services and functionality, such as SPAM detection. Otherwise, IP addresses that flow into your linked Google Ads account are always encrypted, and are always stored such that they are not re-identifiable.
