Blog
Practical articles about Swedish web analytics
What IMY says. How Schrems II affects you. How to switch from GA4. Written by the people who actually build this platform, not by a marketing department.
- Schrems III 7 min read
Schrems III: what happens if the Data Privacy Framework falls?
The Data Privacy Framework made GA4 technically legal again in 2023. Now the framework is being challenged in court, and twice before the same journey has ended in invalidation. Here is what is at stake and how to remove the risk from your web analytics.
Read the full article - Data retention 7 min read
Data retention for businesses: how long can you keep personal data?
The GDPR sets no fixed time limit for data retention, it requires you to justify every period. Common retention periods per data type, a policy you can write in an hour, and how to make the technology enforce it for you.
Read the full article - The basics 6 min read
What is Google Analytics? How it works in 2026
A plain-language explainer for site owners: what GA4 is, how it collects data through cookies, what it costs, and why more and more sites are moving away from it.
Read the full article - Law and practice 8 min read
Is Google Analytics legal in Sweden in 2026?
Short answer: yes, if you get a number of things right. A practical walkthrough of the IMY decisions, the seven requirements for legal GA4 use, and when cookie-free analytics is the simpler choice.
Read the full article - IMY 9 min read
Did you get a warning from IMY? Here is how to handle it step by step
A practical guide for anyone who has received, or fears, an IMY warning about Google Analytics. What the warning means, which steps you need to take within 7, 30 and 90 days, and how to make your company GDPR-safe without losing data.
Read the full article - Advertising 8 min read
Are you selling your visitors’ data? How GA4’s ads integration works
Most sites answer no to that question. Technically the answer is more nuanced. We open up GA4’s ads integration, read Google’s own terms and show three things you can do today.
Read the full article - Technical 10 min read
How GA4 data flows to the US: a technical deep dive
We open gtag.js, read the network request and follow the packet to a Mountain View server. What GA4 sends, who has access and why it is a problem in 2026.
Read the full article - Cookie banner 7 min read
Cookie banner: how many visitors do you actually lose?
Swedish and European figures on what cookie banners actually cost in lost visitors. When it pays off to remove the banner and how to do it without breaking GDPR.
Read the full article - Schrems II 9 min read
Schrems II in practice: what it means for your web analytics
The Data Privacy Framework made GA4 technically legal again. Here is what you actually need to know about the DPF, why the lawyers are cautious and how you remove the risk.
Read the full article - Migration 7 min read
Why Swedish companies are switching from Google Analytics in 2026
IMY guidance, cookie banner fatigue and three years of Schrems II. What is actually driving the switch, who is switching and what they switch to.
Read the full article - IMY 8 min read
Is Google Analytics illegal in Sweden in 2026?
We go through what IMY has actually said, what the EU-US Data Privacy Framework means for Swedish sites, and when you as a Swedish company need to move away from GA4.
Read the full article
We publish a new article roughly every other week. Want an email when it lands? Send a line to [email protected] and we will add you to the list.
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