Is the Google Analytics connection with Facebook AVG-proof? A practical explanation

Koen van de Wetering
April 9, 2025
Overview
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Do you use Google Analytics to analyze your website and advertise on Meta Ads? Then you've probably seen the new Meta Ads feature come along to use a new integration between Google Analytics and Meta Events Manager. If so, it is important to know if this can be done in an AVG-proof way. In this blog article, we explain exactly what this Google Analytics integration with Meta Events Manager entails, what data is shared, and what the AVG implications are for your company or your clients' company. We also look at whether a GA4 property that listens only to ad_storage is enough to be AVG-compliant with this integration.

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What is the Google Analytics integration with Meta Events Manager?

Meta (Facebook's parent company) has released a partner integration for Google Analytics in early 2025. Through this integration, advertisers can import reporting data from Google Analytics directly into their Meta Ads Manager account to supplement campaign and conversion reporting.

The benefits Meta mentions are:

  • Average 5% more conversions in their analytics tools
  • Early access to updates that can improve campaign performance
  • Better insights into campaign performance without implementing additional tracking

This integration works differently from the traditional way Google Analytics and Facebook work together (via the Facebook Pixel). With this new integration, data is shared directly between the platforms via an API connection.

Roadmap from Meta to set up this integration

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What data is shared between Google Analytics and Meta?

With this particular integration, event data is shared from GA4 towards Meta. When you set up the integration, you give Meta permission to:

  1. See your reporting data, including all dimensions and metrics about your site or app
  2. To see how your site or app data is organized, processed and integrated with other Google products

The important thing to know is that none of the standard dimensions or metrics available in GA include user or device identifiers. In simple language, this means that Meta gets access to:

  • Collected totals from actions on your website (such as number of purchases)
  • Information about those actions (such as amounts, campaign information)
  • NOT: personal information that could reveal who performed these actions

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What does the AVG say about this integration?

The AVG is strict when it comes to sharing personal data between platforms. But what does this mean for Google Analytics integration with Meta Events Manager?

Will personal data be shared?

Based on the available information, it appears that no personal data is shared from GA to Meta as a result of this integration. This is for two reasons:

  1. The standard dimensions and metrics in GA do not include user or device identifiers
  2. Even if you use custom dimensions that contain identifiers, Meta has no context to link them to specific users

This means that formal AVG obligations do not apply to this particular integration.

Is additional permission needed?

Since no personal data is shared, no additional consent is likely needed specifically for this integration. However:

  • You must still have permission to use Google Analytics itself
  • You still need permission to use the Meta Pixel if you have it on your website
  • Your privacy policy should state that you share data between analytics platforms and advertising platforms
Your Google Analytics data is wrong. Here's how you can fix it - CrowdTamers

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What if you have a GA4 property that listens only to ad_storage?

A common question is whether you can be AVG-compliant with a Google Analytics 4 (GA4) property that listens only to the ad_storage signal. Let's look at this in the context of the Meta Events Manager integration. The ad_storage signal in Google Consent Mode determines whether Google tags are allowed to use cookies for advertising purposes. If a visitor does not give permission for ad_storage (the value is then "denied"), these cookies will not be placed or read. For the specific Google Analytics integration with Meta Events Manager, a setup that listens only to ad_storage is probably sufficient from an AVG perspective because:

  1. The integration itself does not share personal data
  2. Integration uses aggregate data already collected in GA
  3. The permission to collect this data is already arranged through ad_storage

However, for fully AVG-compliant use of GA4 in general, it is still advisable to configure all relevant permission signals (analytics_storage, ad_storage, ad_user_data, ad_personalization).

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Practical steps for an AVG-compliant setup

If you want to implement Google Analytics integration with Meta Events Manager, these are the steps you need to take for an AVG-compliant setup:

1. Check your Google Analytics configuration:

  • Make sure your Google Analytics is properly configured with Google Consent Mode
  • Make sure you are not sharing custom dimensions that contain personal data

2. Update your privacy policy:

  • State that you share data between your analytics platform (Google Analytics) and advertising platforms (Meta)
  • Explain the type of data being shared (aggregated, non-personal data)
  • State the purpose of this data sharing (campaign optimization and reporting)

3. Implement a good Consent Management Platform (CMP):

  • Use a Google-certified CMP such as Cookiebot
  • Configure the CMP to request permission for both Google Analytics and Meta Pixel

4. Configure the integration correctly:

  • When setting up the integration, choose whether you want to share all event data or only that of Meta campaigns
  • Document what choices you have made for your AVG administration
Adding a partner integration to your Meta Event Management

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Common mistakes and how to avoid them

When implementing the Google Analytics integration with Meta Events Manager, these are common mistakes:

Mistake 1: Assume there are no privacy concerns

While the integration itself probably does not share personal data, it is still important to update your privacy policy and be transparent about data sharing between platforms.

Mistake 2: Sharing custom dimensions with personal data

Make sure you have not configured custom dimensions that contain personal data, such as email addresses or customer numbers.

Mistake 3: Forgetting to update your privacy policy

Make sure your privacy policy specifically states that you share data between Google Analytics and Meta for advertising purposes.

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Conclusion

The Google Analytics integration with Meta Events Manager is relatively low-risk from an AVG perspective because no personal data is shared between the platforms. This means you can implement this integration without significant additional AVG obligations, as long as you already meet the basic requirements for using Google Analytics and Meta Pixel.

A GA4 property that listens only to ad_storage is probably sufficient for this particular integration, but for fully AVG-compliant use of GA4 in general, we recommend configuring all relevant permission signals. By following the steps in this article, you can reap the benefits of the Google Analytics integration with Meta Events Manager in a way that is both effective for your business and respectful of your visitors' privacy.