Important information about using Google Analytics on your e-commerce platform from Abicart

Art. no. 216462991 24 Apr 2025

We are writing this post to address recently raised questions around the use of Google Analytics. In light of the recent decision by the Swedish Data Protection Authority (IMY) regarding the use of Google Analytics and data protection, we would like to assure you that we at Abicart, as our customers' data processor, always strive to ensure the privacy and security of your data in accordance with the General Data Protection Regulation (GDPR).

Google Analytics is the most popular tool for analyzing website traffic among e-merchants and we have integrated support for it in our platform. We understand the importance of data privacy and take it seriously. Although it is the deprecated version of Google Analytics (Universal Analytics) that has been assessed by IMY, it is not legally established whether the new version used in Abicart (Google Analytics 4) violates any part of the GDPR. You can set up GA4 in your webshop yourself in Abicart's admin. If you want help setting up GA4 in your webshop, read more here.

Abicart does not transfer any personal information
We would like to emphasize that Abicart does not transfer any personal information that can identify an individual to Google Analytics, either from our administrative system or through the Google Tag Manager used to send the information to Google Analytics.

Visitor consent
In order to comply with the consent requirements of the GDPR, as well as the Electronic Communications Act (also known as the Cookie Act), we have implemented a consent management system, which ensures that data is only transferred to Google Analytics with the explicit consent of the customer.

Read more about the practices Abicart follows in its integration with Google: Best practices to avoid sending data that can be linked to a specific individual

Responsibilities of the store owner
In accordance with the GDPR, you as a store owner are ultimately responsible for the personal data of the site's visitors. As a technical provider, Abicart acts as your data processor who processes personal data on your behalf in accordance with the Data Processing Agreement (which forms part of our Terms and Conditions). We are committed to maintaining this trust and will continue to meet a high standard of data privacy and security.

If you are familiar with Google Analytics, you know what a powerful and useful tool it is for tracking and analyzing website traffic. We at Abicart are also aware that data privacy is a top priority, so we want to inform you that, in light of the IMY's legal interpretation on the use of Google Analytics, we have begun a thorough and comprehensive investigation of alternative solutions.

We are committed to finding an alternative that maintains the analytical depth provided by Google Analytics, while meeting and exceeding the data privacy requirements of the GDPR.

If you have any questions or concerns around this topic, please do not hesitate to contact us. We appreciate your trust in Abicart and look forward to continuing to provide a secure and efficient e-commerce platform for your business.

Best regards,

Rikard Sigvardsson
Textalk / Abicart