The use of Google Analytics may soon no longer be permitted because it does not comply with the European privacy legislation GDPR.
In January 2022, the Austrian data protection authority completed an investigation into the use of Google Analytics. A privacy foundation "NOYB - European Center for Digital Rights" submitted to various European data protection authorities a total of 101 model complaints about data transfers of personal data to the US. According to the Austrian data protection authority ("Datenschutzbehörde"), Google Analytics does not comply with the GDPR. IP addresses and cookie data are personal data and are therefore not allowed to be transferred to the USA according to the Privacy Act.
It is expected that other EU member states will follow this ruling.