What type of data does Google Analytics prohibit you from collecting?

At Google, we are keenly aware of the trust you place in us and our responsibility to keep your privacy and data secure. As part of this responsibility, we let you know what information we collect when you use our products and services, why we collect it, and how we use it to improve your experience. The Google privacy policy & principles describes how we treat personal information when you use Google’s products and services, including Google Analytics.

Google provides the following controls to website owners who have implemented Google Analytics and to website users to provide more choice on how their data is collected by Google Analytics.

• Google Analytics opt-out browser add-on Website users that don’t want their data reported by the Google Analytics JavaScript can install the Google Analytics opt-out browser add-on. This add-on instructs the Google Analytics JavaScript (ga.js, analytics.js, and dc.js) to prohibit sending information to Google Analytics. The browser add-on is available for most modern browsers. The Google Analytics opt-out browser add-on does not prevent information from being sent to the website itself or to other web analytics services. Learn more about the Google Analytics opt-out browser add-on.
• Disable Google Analytics and implement independent opt-out controls Website owners using the Google Analytics JavaScript (ga.js, analytics.js, and dc.js) can disable tracking on a page without having to remove the Google Analytics JavaScript snippet. Site owners that use this method can also build their own notifications and controls for site users, or implement privacy controls built by third-party developers. Learn more about how site owners can disable tracking.
• Ads Settings Some sites using Google Analytics implement the Remarketing with Google Analytics feature, which makes use of the Google advertising cookies. Users can opt-out of this feature and manage their settings for this cookie using the Ads Settings.
• Google Analytics SDK and Measurement Protocol notice and opt-out The owners of any site, app, or other digital device or service that implements any alternative collection method and/or feature via the Google Analytics SDK or the Measurement Protocol are required by our policies to provide notice and offer a choice (such as an opt-out) to users.
• Google Account settings As of June 28, 2016, Google users have the option to review settings that give them more control over data collected about web and app activity on Google partner sites. At this time, these settings have no effect on Google Analytics product capabilities, terms of service, privacy policy, data security, or data sharing policies.