The landscape of web analytics in Europe has undergone a dramatic transformation. Since the landmark Schrems II ruling and subsequent enforcement actions by data protection authorities across the EU, European businesses have been reconsidering their reliance on Google Analytics.
The GDPR Problem with Google Analytics
Google Analytics, by design, transfers user data to servers located in the United States. Under GDPR, this creates a significant compliance risk. Several European data protection authorities — including those in Austria, France, Italy, and Denmark — have explicitly ruled that using Google Analytics violates GDPR.
The core issues are clear: personal data (including IP addresses and cookie identifiers) is transferred to the US, where surveillance laws like FISA 702 allow government agencies to access this data without the knowledge or consent of EU citizens.
The Real Cost of Non-Compliance
GDPR fines are not theoretical. In 2025 alone, over €2.1 billion in fines were issued across the EU for data protection violations. Companies using non-compliant analytics tools face potential fines of up to 4% of their annual global revenue.
Beyond fines, there’s reputational damage. Consumers increasingly care about how their data is handled, and a public enforcement action can erode trust that took years to build.
What European Businesses Need
The ideal analytics solution for European businesses must meet several criteria: data must stay within the EU, no personal data should be transferred to third countries, cookie consent should be simplified or eliminated entirely, and the tool must provide actionable insights without compromising privacy.
This is exactly why solutions like EuroMetrics exist — built from the ground up for European businesses, with EU data residency, cookie-free tracking, and full GDPR compliance baked into the architecture.
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