Rising consumer expectations and changing industry regulations have set higher standards for user privacy and data protection. This has led many businesses to revisit how they are managing data in their Google Analytics accounts. Customers are the controllers of the data that they collect through Google Analytics.

To help businesses manage this data, Analytics provides a variety of features that govern how data is collected, stored, and used–all of which can be adjusted at any time. In this feature brief, learn how you can manage how data is collected in your account, decide how you share data with Google, choose your ads personalization settings, and remove data from Analytics.