When Analytics collects measurement data, all IP lookups are performed on EU-based servers before forwarding traffic to Analytics servers for processing. It is not logged, accessible, or used for any additional use cases. ![]() For EU-based traffic, IP-address data is used solely for geo-location data derivation before being immediately discarded. Google Analytics 4 does not log or store individual IP addresses.Īnalytics does provide coarse geo-location data by deriving the following metadata from IP addresses: City (and the derived latitude, and longitude of the city), Continent, Country, Region, Subcontinent (and ID-based counterparts). ![]()
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