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"#GoogleAnalytics (GA) is the dominant platform for analysing websites visits and visitors. Google offers this service monetarily for free but the code you drop into the header of every webpage allows Google to retrieve a mine of data about your site visitors and combine this with other data they hold to track individuals across the internet."
https://www.jamesmullarkey.com/2020/01/to-comply-with-gdpr-get-rid-google-analytics/