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The info provided by Google is sparse https://support.google.com/analytics/answer/3379636?hl=en

I'm an EU citizen but am unsure if I should accept it. Currently it shouldn't affect my GA but I am wary of it as I have no idea what the significance of the agreement is.

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  • What does it say? Google do not show it to those of us outside the EU. – Michael Hampton May 9 '14 at 20:58
  • Why accept. No benefit and potential harm. If they start to force you, then that is another thing. – Daniel F Feb 13 '15 at 5:07
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Google was forced to show this when the EU regulators got very antsy about data protection and gave them a deadline to sort out how they use customer data and declare that usage.

ZDNet have a summary of the issue here and if you're really keen, you can read the whole ammendment here

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    What benefits do I gain if I sign it? – Marek Andreansky Jul 19 '15 at 9:06
  • You allow Google to store your data for longer and therefore get a personalised experience. Up to you whether you consider this to be enough of a benefit to agree to the Ts & Cs – FarhadD Jul 19 '15 at 9:57

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