You control how your business’s data is used

Your data is critical to your business, so it is essential that you are in control of it. You choose what data your business shares with Google based on the products and features you use.

You pick the products and features that meet your business goals and data preferences

To help you choose the right products for your business, we have grouped them by how they use data that you share and the level of control you have over that data. Within some products, you can turn on or off additional data-usage features to drive better insights and decisions for your business.

If your business uses multiple products, you may be able to connect them and share data from one to another. All of your data will then follow the broadest usage guidelines applicable to your connected products.

Any commercially sensitive data your business shares to optimize its marketing (like cookie lists and conversion data) is handled within strict usage guidelines.

And when we publish any benchmarks, cohort reports, or product statistics, these are based on publicly available or aggregated data – meaning your business is not otherwise identified unless you give us your permission.

Keeping your data isolated

Products designed to keep the data you share with Google isolated from other products and other businesses’ data unless you choose otherwise

Giving you the option to share data for new insights

Products designed for you to share your data – if you choose to – for additional aggregated data to drive new insights and improve performance

Relying on Google’s data, less from your shared data

Products designed to leverage Google’s aggregated data and algorithms – with limited data sharing required from you

DoubleClick for Publishers and DoubleClick Ad Exchange

Both DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange (AdX) offer your business choices around data sharing. When you share data with Google, these products work harder to make your ad management more efficient while helping keep costs low. For example, your shared data can help deliver more accurate forecasting alongside better inventory management and reporting tools. You can also combine your business’s data with aggregated data from other businesses, using these products to improve targeting and monetization, but you can opt out of this at any time.

We protect data for both buyers and publishers on AdX to ensure fair pricing and market liquidity. By default, AdWords and DoubleClick Bid Manager do not have access to any of your business’s data that is not shared with other AdX bidders. And we use strict internal controls to ensure limited access to your business’s data.


Using machine learning and ad event data (like impressions and clicks across Google’s properties and publisher networks), AdWords delivers highly relevant ads that drive results for your business.

You can upload more data to your campaigns, like customer email addresses, to drive stronger results for your business and better measure your performance. This additional data is processed only on your behalf to create audiences for your benefit and to ensure compliance with our policies. It is not shared with other advertisers unless we have your permission.

You can also choose to track conversion data to take advantage of additional features like Smart Bidding, which automatically optimizes your bids to improve your campaign performance. Conversion data is also used in aggregate for the benefit of all advertisers; for example, to deliver more relevant ads or optimize bids. Unless we have your permission, we will never share your identifiable conversion event data with other advertisers.

As a retailer, you can also choose to upload information about your products to Google Merchant Center. This enables your business to easily reach millions of online shoppers with the right message and the right inventory through AdWords Shopping campaigns. Your accurate product data enables Google to create more relevant results for consumers across Shopping Ads, Google Shopping product pages, and Knowledge Panels, bringing higher-qualified traffic to you.

DoubleClick Digital Marketing

Data you create while using the DoubleClick Digital Marketing platform that identifies your company, as well as any data you share with DoubleClick, is only for your business’s use. This data is never shared with any other Google product or with any other business using our services without your consent.

If you use an agency or another third party to run your business’s marketing with DoubleClick (and they own the contract with Google), we can share data with your business only if the contract owner authorizes us to do so.

We also have created processes to help ensure that the only people at Google who have access to your business data are those who need it to provide DoubleClick services. These controls and restrictions help prevent people from seeing or using your data unless you explicitly agree otherwise.

If you choose to have your DoubleClick ads appear on Google-owned properties like YouTube, you still maintain control of your data: Google properties have only the same access to data on how users interact with your ads as other publishers. Any data collected by Google on Google-owned properties always remains protected under our Privacy Policy.


We analyze and combine your audience data to serve relevant ads and improve your monetization. As an AdSense publisher, you have control over the ads that appear on your page by blocking certain categories or certain advertiser URLs. You can download your historical earnings reports at any time. And you can discontinue usage of AdSense by removing the code from your site at any time.

Google Cloud Platform

As a Google Cloud Platform customer, you choose what data your business stores and what applications your business creates and runs on the service. We process your data only according to our agreement with your business. We do not use data you put into Google Cloud Platform for advertising (and we are certified to that effect under the ISO 27018 cloud privacy standard).

We provide deletion commitments, as well as transparency on subprocessing by vendors (such as support services) and the locations of our Cloud network. To provide assurances that we meet rigorous standards, we regularly undergo third-party audits that independently verify our security, privacy, and compliance controls.

Google Analytics and Google Analytics 360

Understanding the behavior of visitors to your websites and apps is critical to your business’s success. Google Analytics and Google Analytics 360 collect data across properties you choose – from sites to apps to offline channels – to help your business achieve its goals.

We give you control over your data and options to share it with Google. You decide whether our sales and support teams have access to your data to help your business or whether Google uses the data to improve its products. You can choose to combine your business’s data with broader aggregated audience and site data to gain valuable marketing insights, like benchmarks for your industry, but can opt out of this at any time. You can also programmatically download your property’s reporting data, and you can delete your account at any time.


As a creator, you upload your videos onto YouTube, and then we surface them to users based on what they are watching, interested in, or searching for. You can always adjust your video privacy settings in Creator Studio. For example, you can control who sees your video content or delete your video at any time. We collect analytics on your video and channel activity, and we provide this data to you in YouTube Analytics and downloadable reports through the YouTube API services.

We publish some channel and video analytics, like subscriber counts and video views, publicly on your channel page, the watch page, YouTube trending sites, and through the API services. We may also share aggregated, anonymized channel and video data that is not publicized on the site with advertising and sales partners. For example, we might say that the number of fitness videos has doubled over the past year in a given country.

We continually work on new methods to deliver accurate and actionable insights for businesses and advertisers, particularly as viewership shifts across platforms and devices. We ensure these methods are consistent with our Privacy Policy to protect the privacy and security of our users.

Play apps

As a developer in Play, your business can opt to get industry reports and benchmarks on download rates, pricing, and design – to help you optimize your performance. We provide the platform between the developer and the user, so we have analytics and relevant transaction data we share with your business. And we combine user data, in accordance with our Privacy Policy, to create aggregated statistics. You can download your usage data, delete your Google account, or even stop distribution of your app at any time.

G Suite

As a G Suite or G Suite for Education customer, you control all the data your business submits and stores in the G Suite services. We process your data only according to our agreement with your business. We do not use data you put into G Suite for advertising (and we are certified to that effect under the ISO 27018 cloud privacy standard).

We provide deletion commitments, as well as transparency on subprocessing by vendors (such as support services) and the locations of our data centers. To provide assurances that we meet rigorous standards, we regularly undergo third-party audits that independently verify our security, privacy, and compliance controls.

Android Pay

As an Android Pay card issuer partner, we put you in control by being transparent about how the data you share with us will be used; such as, for business analytics, fraud detection, and rich in-app user experiences or in response to a government or regulatory inquiry.

In accordance with our Privacy Policy, we also collect information from users about taps and device location to help with, for example, user services like Android Pay promotions, troubleshooting, business performance reporting, and fraud detection.

Android Auto

As a car manufacturer or head-unit provider, your business can use Android as a platform for the whole in-car system and/or infotainment functionality. Any apps, including Google services, that are present on the platform use the Android permissions model to request access to data from the platform. We collect data relating to usage of Google apps, like Play and Maps, running on the platform according to the terms of our Privacy Policy.

We also offer a “projected mode” Android Auto solution that car manufacturers can implement in parallel with any built-in infotainment platform. This allows users to connect their phone to the car to project Maps and other apps on the dashboard screen and allows the phone to collect basic information from the car (such as GPS readings, make, model, and park/drive state) to ensure the apps and integration between phone and car can function correctly. The permission for sharing this data from the car to Google is granted by the user.

Android TV

As a TV manufacturer or a TV service operator using the Android TV platform, your business controls the content-consumption data and can seek additional information directly from users, using the standard Android app permissions framework.

We provide basic device data to assist in debugging issues with specific devices or builds. Device operators have full visibility into the number of activated devices and can install different software on all of these at any time. We collect voice searches and click-throughs to improve the service, but we do not collect viewing information – other than on our own apps like YouTube.

We give users controls to manage their data privacy

We keep our end users’ data private and give them control over the types of data we collect and use. We built My Account to give users quick access to easy-to-use tools that help them manage their privacy and security. And we make commitments to our users about understanding what data we collect, how we use it, and the controls we provide them.