The following thesis paper analyzes the technical and legal qualities and flaws present in Google Analytics, an online data collection and analysis platform, following the recent upgrade from Universal Analytics to Google Analytics 4. The research was carried out by consulting various texts and sources, mostly online, in specialized sites. In reference to the technical part, explaining aspects such as metrics or activation of the tool, articles and content found in the official channels of the analyzed platforms were consulted. Instead, for the legal aspect, regulatory texts were consulted regarding the protection of personal data, such as the GDPR, and some reported rulings to explain the regulations and decisions mentioned before. The first chapter is an introduction to the main online marketing techniques and the importance of web analytics tools. The second is devoted to explaining data protection regulations, outlining in the second part the situation regarding data transfers from one continent to another. The third chapter analyzes the qualities and problems of Google Analytics, with a focus on its third version, Universal Analytics, and its competitors in the market. Finally, the fourth and final chapter provides a comprehensive presentation of Google Analytics 4, listing its merits, but also the difficulties of the platform, which is not yet aligned with data protection regulations.
Il seguente elaborato di tesi analizza le qualità e i difetti tecnici e giuridici presenti in Google Analytics, piattaforma di raccolta e analisi dei dati online, a seguito del recente aggiornamento da Universal Analytics a Google Analytics 4. La ricerca è stata svolta attraverso la consultazione di diversi testi e fonti, per la maggior parte online, in siti specializzati. In riferimento alla parte tecnica, che spiega aspetti come le metriche o l’attivazione dello strumento, si sono consultati articoli e contenuti presenti nei canali ufficiali delle piattaforme analizzate. Invece, per l’aspetto giuridico, sono stati utilizzati testi normativi riguardo la protezione dei dati personali, come il GDPR, e alcune sentenze riportate per spiegare le normative e le decisioni prima citate. Il primo capitolo è un’introduzione alle principali tecniche di marketing online e all’importanza degli strumenti di web analytics. Il secondo è dedicato alla spiegazione delle norme per la protezione dei dati personali, delineando nella seconda parte la situazione in merito ai trasferimenti dei dati da un continente all’altro. Il terzo capitolo analizza le qualità e i problemi di Google Analytics, con particolare attenzione alla sua terza versione, Universal Analytics, e ai competitor presenti sul mercato. Infine, il quarto e ultimo capitolo fornisce una presentazione completa di Google Analytics 4, elencandone i pregi, ma anche le difficoltà della piattaforma, non ancora allineata alle disposizioni in merito alla protezione dei dati personali.
Da Universal Analytics a Google Analytics 4: problematiche tecniche e giuridiche
FABBRONI, LUCA
2022/2023
Abstract
The following thesis paper analyzes the technical and legal qualities and flaws present in Google Analytics, an online data collection and analysis platform, following the recent upgrade from Universal Analytics to Google Analytics 4. The research was carried out by consulting various texts and sources, mostly online, in specialized sites. In reference to the technical part, explaining aspects such as metrics or activation of the tool, articles and content found in the official channels of the analyzed platforms were consulted. Instead, for the legal aspect, regulatory texts were consulted regarding the protection of personal data, such as the GDPR, and some reported rulings to explain the regulations and decisions mentioned before. The first chapter is an introduction to the main online marketing techniques and the importance of web analytics tools. The second is devoted to explaining data protection regulations, outlining in the second part the situation regarding data transfers from one continent to another. The third chapter analyzes the qualities and problems of Google Analytics, with a focus on its third version, Universal Analytics, and its competitors in the market. Finally, the fourth and final chapter provides a comprehensive presentation of Google Analytics 4, listing its merits, but also the difficulties of the platform, which is not yet aligned with data protection regulations.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
Per maggiori informazioni e per verifiche sull'eventuale disponibilità del file scrivere a: unitesi@unipv.it.
https://hdl.handle.net/20.500.14239/3280