What is PII?
PII (personally identifiable information) is data that can identify a person, like a name, email or phone number. Google Analytics does not allow sending it.
PII means information that identifies a specific person, such as a name, email address, phone number or home address. Google Analytics policies forbid sending PII to it. It can slip in by accident, for example when a form puts someone's email address into the page's web address after they submit it. Sites should be set up so forms and page addresses do not pass personal details to analytics.
Why it matters for your business: Keeping PII out of analytics protects your customers' privacy and keeps your account in good standing with Google.
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