Users will have a different IP address when connected to different WiFi networks or cell phone towers (if accessing the internet through your mobile service). Sometimes it refreshes when you restart your computer or turn the router off and on. It is tied to an internet connection, not to a device. Internet service providers supply customers with an IP address that is subject to change. With so many existing IP addresses, it might seem like it would be more granular and accurate than a phone number, but the opposite is true. ( Some IP addresses do contain letters, to be clear.) However, there are far more IP addresses than phone numbers. Think of IP addresses like phone numbers: every device connected to the internet must have an IP address in order to connect. Ironically, one of their main uses is for cyber security. Every website collects IP addresses, so they're on the server that's powering your site right now. However, keep in mind that Google Analytics has far less information about the device ID than you do. The good news is that GA4's IP addresses are anonymized by default, but if you need to take extreme steps, you can change the way GA4 data is sent and remove the identifier completely. It might be tempting to shut down anything and everything that's related to IP addresses, but before making important decisions about data collection, decision-makers should have a general understanding about how GA4 handles them. ![]() Even though GA4 doesn't store or log IP addresses, there's concern about this gray area of compliance. Now, it has become a primary focus for teams involving legal, information security, and professionals in specific verticals, like healthcare. In GA4, one specific piece of information is getting more attention: IP addresses.īefore recent years, the only time users had to think about IP addresses in Google Analytics was in terms of filtering out internal traffic. However, it's a tricky subject since the definition of what makes a feature compliant can be complex and sometimes a result of interpretation. ![]() Policymakers and watchdog organizations are cracking down on protecting user rights now more than ever before. Headlines about multi-million-dollar lawsuits related to data are multiplying, especially against large tech corporations like Google and Facebook. As we get closer to decisive changes around user tracking, privacy regulation concerns have grown to be the top focus of web analytics.
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