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 that 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 optimise its marketing (such as cookie lists and conversion data) is handled within strict usage guidelines.
And when we publish any benchmarks, cohort reports or product statistics, they are based on publicly available or aggregated data, which means that 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
Google Ad Manager
Google Ad Manager offers your business choices around data sharing. When you share data with Google, this product works 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 this product to improve targeting and monetisation, but you can opt out of this at any time.
We protect data for both buyers and publishers on Google Ad Manager to ensure fair pricing and market liquidity. By default, Google Ad Manager does not have access to any of your business’s data that is not shared with other Ad Manager bidders. And we use strict internal controls to ensure limited access to your business’ data.
Given Google’s EU User Consent Policy, publishers will be required to obtain consent for cookies where legally required, and for personalised ads for users in the EEA. Publishers must also clearly identify each party that may collect, receive or use end users’ personal data.
Using machine learning and ad event data (like impressions and clicks across Google’s properties and publisher networks), Google Ads delivers highly relevant ads that drive results for your business.
You can upload more data to your campaigns, such as 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 such as Smart Bidding, which automatically optimises 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 optimise 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 Google Shopping ads campaigns. Your accurate product data enables Google to create more relevant results for consumers across Shopping ads, Shopping ads product pages and Knowledge Panels, bringing higher-qualified traffic to you.
When we handle end user personal data for this product, the customer and Google will each act as independent controllers under the GDPR, except for the Customer Match and Store sales (direct upload) features, where Google will act as the customer’s processor for customer-provided personal data.
Google Marketing Platform
Data that you create while using the Google Marketing Platform that identifies your company, as well as any data that you share with Google Marketing Platform, 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 Google Marketing Platform (and they own the contract with Google), we can share data with your business only if the contract owner authorises 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 Google Marketing Platform services. These controls and restrictions help prevent people from seeing or using your data unless you explicitly agree otherwise.
We analyse and combine your audience data to serve relevant ads and improve your monetisation. 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.
Given Google’s EU User Consent Policy, publishers are required to obtain consent for cookies where legally required, and for personalised ads for users in the EEA. Publishers must also clearly identify each party that may collect, receive or use end users’ personal data.
Google Cloud Platform
As a Google Cloud Platform customer, you choose what data your business stores and which 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 and the locations from which we provide Google Cloud Platform. To provide assurances that we meet rigorous standards, we regularly undergo third-party audits that independently verify our security, privacy and compliance controls.
When we handle end-user personal data for this product on the customer’s behalf, we will act as the customer’s processor under the GDPR. We have updated our data processing terms to reflect the GDPR’s requirements for data processing contracts.
Understanding the behaviour of visitors to your websites and apps is critical to your business’ 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, such as 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. When we handle end-user personal data for Google Analytics, Tag Manager, Optimize, Data Studio, Attribution, Audience Center and Google Analytics for Firebase on the customer’s behalf, we will act as the customer’s processor under the GDPR. We have launched new controls for Google Analytics customers to manage the retention and deletion of their data – more information here.
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, such as 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, anonymised channel and video data that is not publicised 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.
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 that 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 centres. To provide assurances that we meet rigorous standards, we regularly undergo third-party audits that independently verify our security, privacy and compliance controls.
When we handle end user personal data for this product on the customer’s behalf, we will act as the customer’s processor under the GDPR. We have updated our data processing terms to reflect the GDPR’s requirements for data processing contracts.
As a Google 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.
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 that 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.
As a content provider on the Android TV platform you are in control of the data provided by your service and can seek information directly from users, using the standard Android app permissions framework.
As an enterprise customer that has deployed Android devices with Enterprise Mobility Management (EMM), you control all the data your business submits via (i) your EMM provider in its use of managed Google Play and the Android Management API, or (ii) through your users’ use of the managed Google Play store on their Android devices. We process this data only according to our agreement with your business. We do not use data you put into managed Google Play or Android Management API for advertising.
We provide data deletion commitments, as well as transparency on subprocessing by vendors (such as support services) and the locations of our data centres.
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 that 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.