Government, social media, PSP and GNR websites have been accused this week of providing data for Google, or rather, with the tool of the research giant Google Analytics. The controversy led to the suspension of the use of this platform. The American company said the charges were serious and unfounded.

Now Google has explained 6 Google Analytics myths through its blog.

Despite an attempt not to demonize the operation of Google's tools, the problem is again reflected in the lack of attention of government services to the data of citizens, Portuguese or not.
In fact, it is even indicated that The state transfers confidential data about citizens to Internet giants...  The research giant is in the line of fire and is now coming to his defense to clarify some of the issues.

The accusations against Google are "very serious".
In response to questions and concerns related to Google Analytics, Google has just posted 6 Google Analytics Myths on its official blog in Portugal to clarify what Google Analytics does and, more importantly, what it doesn't.
According to the company, today in Portugal we hear a lot of questions about Google Analytics, a set of basic and everyday web tools that help many website owners, government and non-profit organizations analyze data about how visitors use their websites, which is why they can be confident that they are providing services that work for the people they are trying to serve.
Google claims that the misconception is being conveyed that since advertising is a key part of Google's business, the use of this measurement tool by the Portuguese health authorities is virtually equivalent to "commercial exploitation."
Out of concern for those who have read or heard of the topic, and out of respect for the mission of the Portuguese health services, Google is addressing these allegations directly: because they are very serious...
For this reason, the company comes in to clear up some of the myths and directly explain what Google Analytics does and, more importantly, what it doesn't.


6 myths about Google Analytics
Myth # 1: Google Analytics is an advertising product.
Fact: No, Google Analytics is a web analytics tool (free and paid) that allows website and app owners to analyze information from their websites, such as the time they visit a website or how users interact with a new one. page to better understand what works or not, to improve user experience.
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Google Analytics does not display ads.  (You can read more about this. Here...  There are other options on the market - you can learn more about them. Here.)

Myth # 2: Google Analytics clients, including government ministries, “deliver” sensitive user data to Google.
Fact: Google Analytics clients (website owners) DO NOT “deliver” their data to Google or anyone else.  They retain ownership of the data collected on their websites and Google only stores and processes what is necessary to provide aggregated reports on user behavior on their websites, and as required to provide and maintain a service. analysts.
The website owners, not Google, have control over the use of the data they collect through Google Analytics on their websites.

Google Analytics only processes data that customers collect on their websites in order to provide Analytics to website owners.  Website owners may separately provide Google Analytics data to Google for specific purposes, including technical support, benchmarking and sales support.
There is only one data sharing setting (the "Google Products and Services" setting) that allows customers to allow Google to use customer data to improve products / services other than Google Analytics.  Even when customers choose to enable it, Google doesn't use the data to target visitors with their own ads or create advertising profiles for those users.
Confidential and personally identifiable information is prohibited in Google Analytics.  If website owners want to target ads to their users in their Google Ads accounts by creating “audience lists” in Google Analytics, they cannot rely on any sensitive data list.
The accusation that Google creates targeting profiles about itself using data from Google Analytics for its own business is also false.  Customers can use the data they collect about their website visitors to create audience lists and then target those lists to their own ads in their Google Ads accounts.  Google does not use Google Analytics customer information about its visitors to serve those visitors with ads from Google or other customers.
Bottom line: Google does not use customer account data in Google Analytics for its own ad targeting purposes, and does not create ad profiles based on sensitive data to target ads for you.

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Myth # 3: Google uses the data collected by Google Analytics customers for its own purposes.
Fact: Google does NOT have the right and does NOT intend to use the data collected by the website owners through Google Analytics for our own purposes.
We use Google Analytics data only as needed to provide and maintain the service or as instructed by customers.

Google DOES NOT USE the data in the Google Analytics accounts of the website owners for advertising targeting or commercial purposes (see Our Conditions for processing advertising data and Google Analytics Portuguese Terms of Service).
When website owners collect data using Google Analytics, Google uses the data strictly in accordance with the instructions of the website owners - for example, to provide reports and analyze this data - or as necessary to maintain and protect the service - for example, to detect and prevent misuse.  , abuse, spam, malware and other malicious activities that put the service or you at risk.


Myth # 4: Google Analytics works without any visibility or control from web users.
Fact.  We offer a web browser add-on that turns off Google Analytics measurements on any website a user visits, in line with our long-standing focus on giving the user control.
In addition to providing strong security by definition, our goal is to provide accessible, intuitive and helpful controls so you can make the right choices for you.  You can choose whether and how cookies are used by the websites you visit and block all cookies on some or all of the websites.
In addition, websites using Google Analytics must comply with our policies, which means that they must:

To inform you about the Google Analytics implementations and features they use, including warnings about what data they collect by Google Analytics and whether that data may be linked to other data they hold about you.
Obtain your consent or otherwise provide you with an option to deny implementation and remedies as required by applicable laws in your market.

Myth # 5: Google (or anyone else) maintains "profiles" based on data from Google Analytics.  This data can "slip away" from external entities.
Fact: Google DOES NOT create Google Analytics user profiles and does not use Google Analytics customer data for its own ad targeting purposes.
No Google Analytics cookie (identifier) ​​contains personally identifiable information and is not a unique identifier for your specific visit to that specific resource, which means that Google Analytics does not track you on other websites or outside of a specific context.

The Google Analytics ID does not contain any identifying information.  The data associated with your visit (for example, the type of device, the time you entered and left the website, where in the world you are logged in) is associated with a random set of numbers and cannot be used to identify you.
Any personalized advertising based on Google Analytics data is generated by the website owner (Google Analytics client) and not by any third party "advertising company".  Google does not share customer analytics data with advertising companies.
Website owners are not allowed to collect personally identifiable information about you through Google Analytics.  Should they inadvertently do so, we will provide them with various data erasure tools to immediately delete data from our servers.
The Google Analytics Terms of Service prevent website owners from sending personally identifiable information to Google, or information that Google may use or recognize as personally identifiable information.

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Myth # 6: The use of online advertising services or advertising cookies by a government ministry means ads are displayed based on sensitive information such as health, ethnicity, sexual preferences, etc.
Fact: Even when a cookie is used by a website for advertising cookies, it does not mean that it is “tracking” or collecting sensitive information about you.

It can also be used, for example, to prevent the same public service ad from being shown again, or to help the Department of Health understand if its ads are working as intended, are on budget, or are fraudulent.  artists, etc.
In any event, Google does not generate ad profiles based on sensitive interest categories such as health, and we have strict rules which prevent advertisers from using this data to target their ads.
In short: no ministry of health in Portugal or elsewhere has permission from Google to use your sensitive health information to target advertisements.

We welcome your interest in these important open source web tools, as well as the opportunity to tell people about yourself in Portugal and beyond.