January 2022: Google Analytics faces European privacy rulings
Covers January 2022. Part of our search timeline: a month-by-month look at the changes that shaped SEO, AI search, paid ads and social media, written in November 2026 for local businesses with the benefit of hindsight.
Quick answer: In January 2022 the Austrian data protection authority decided that one website’s use of Google Analytics broke EU data protection law, because personal data was being transferred to the US. Other European regulators reached similar decisions, and businesses began treating consent, data settings and privacy-friendly measurement as a serious matter.
This timeline entry, written in November 2026, covers January 2022. It is a useful reminder for any local business with a website and a cookie banner that the way you collect data affects both compliance and how trustworthy your reports are.
The ruling in January 2022
The decision in Austria, and those that followed it elsewhere in Europe, centred on personal data being sent to the US. It opened up a wider debate about analytics software, international data transfers and how much information websites genuinely need to collect.
What it meant for UK businesses
UK firms that sell into Europe, along with those keeping a close eye on UK GDPR, went back over their consent records, cookie banners and the way their analytics was configured. Getting consent right became necessary both to stay compliant and to have data you could rely on when judging which marketing brings in enquiries.
Steps to take now
- Use a proper consent management platform on your website and honour each visitor’s choice.
- Check analytics settings such as how long data is kept and how IP addresses are handled.
- Set up Consent Mode so that Google’s tools adapt to whatever each visitor has agreed to.
Frequently asked questions
Can UK businesses still use Google Analytics?
Yes, provided it is set up with suitable consent and settings. Take legal advice if you have particular compliance worries.
What does Consent Mode do?
It is a Google framework that passes on what each visitor has agreed to, so Google Ads and Analytics tags behave in line with those choices.
Sources and further reading
Want help with this? We can check your cookie banner, GA4 and Consent Mode set-up so your enquiry tracking is accurate. See our analysis and reporting service, or Get in touch.
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