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PII process (Google Analytics data)

Personally Identifable Information (PII) is data that could potentially identify a specific individual.

We apply redaction to try to ensure that we do not collect any PII into Google Analytics. Details of the redaction applied can be found on data source pages. For example, for our GOV.UK GA4 data, we apply redaction in both the dataLayer and Google Tag Manager. However, it is still possible that some unwanted data slips through on occasion.

If you notice any PII in GDS-owned GA4 data, please raise a Zendesk ticket as quickly as possible, or contact the GOV.UK Insights and Analytics team.

Process

When PII is reported or observed, analysts in the GOV.UK Insights and Analytics team will:

  • Confirm whether the data identified is Personally Identifable Information
  • Ascertain how long and why this data has been collected
  • Report it to our Data Protection & Privacy Specialist
  • Delete the data, if appropriate
  • Write an incident report, if appropriate
This page was last reviewed on 25 November 2024. It needs to be reviewed again on 25 May 2025 .
This page was set to be reviewed before 25 May 2025. This might mean the content is out of date.