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How they track you (II): what Google and Meta do with your data
What Google and Meta say they do with the data collected by Google Analytics and the Meta Pixel, which ad systems it feeds, and what the law says about it in the EU, Spain, and the US.
Mechanism profile
When a website enables Google Analytics 4 or the Meta Pixel, according to both companies’ documentation, the data they collect doesn’t stay only in a statistics dashboard: it can feed Google’s and Meta’s ad systems, as long as the website’s owner enables it.
- Google says that if the website’s owner enables the data-sharing setting, it can use the data to improve its products, including Google Ads; there, Google acts as an independent controller of that processing.
- Meta says it can use that data to measure, build audiences through the Pixel, and personalize ads “on and off” its products, even if you aren’t logged in or don’t have an account.
Relationship with the «Vínculu dixital» hub
Second piece in a series on commercial digital surveillance, following How they track you (I): what Google Analytics and the Meta Pixel really collect. Describes what Google and Meta do with the data those tools collect and what legal framework affects them in the EU, Spain, and the US.