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What data does Google Analytics prohibit collecting?

Google Analytics prohibit you from collecting Personally identifable information (PII) data.

  • Product SKU(s)
  • Billing city
  • Purchase amount
  • Personally identifiable information

The correct answer is: Personally identifiable information

Explanation: To protect user privacy, Google policies mandate that no data be passed to Google that Google could use or recognize as personally identifiable information (PII). PII includes, but is not limited to, information such as email addresses, personal mobile numbers, and social security numbers. 

The Google Analytics terms of service, which all Google Analytics customers must adhere to, prohibit sending personally identifiable information (PII) to Google Analytics. PII includes any data that can be used by Google to reasonably identify an individual, including (but not limited to) names, email addresses, or billing information.

Read more here: https://support.google.com/analytics/answer/6004245

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