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• Consent management platforms : Keys to compliance and user trust

  14 juin, par Joe

  Today’s marketing managers and data analysts face a tricky balancing act : gaining meaningful customer insights while respecting user privacy. Finding ways to navigate the maze of complex privacy regulations while managing consent at scale can be daunting. 

  Consent management platforms (CMPs) offer a solution. They allow companies to collect data ethically, manage user consent efficiently, and comply with privacy regulations like Europe’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

  This guide explains everything you need to know about CMPs : how they function, why they’re essential for data governance, and how they work hand-in-hand with analytics platforms to promote transparency and build trust with users.

  What is a consent management platform (CMP) and what is it for ?

  A consent management platform (CMP) helps organisations collect, organise, and store user consent for personal data processing purposes. In short, it’s a tool that ensures data collection respects user privacy and complies with regulations like the GDPR and CCPA.

  Without a CMP, businesses could face hefty fines and penalties for violating data privacy laws in different parts of the world. This shows how vital these tools are to all modern businesses.

  How do consent management platforms work ?

  CMPs give users a clear and straightforward way to provide explicit consent for data collection. These platforms manage both the technical aspects of consent storage and the user experience on your site or app.

  Here’s a simplified breakdown :

  • Cookie consent banners : The CMP displays a banner whenever a user visits your website. This banner explains the types of personal information collected and for what purpose.
  • User choice : The user can accept or reject cookies and trackers. They can often customise their preferences to choose which specific data types they’re willing to share.
  • Preference storage : The CMP stores the user’s choices. This information helps ensure that you only collect and process the permitted data.
  • Integration with other systems : CMPs integrate with other systems, such as analytics platforms and advertising networks, to ensure that data collection and processing comply with the user’s choices throughout the customer experience.

  

  A key feature of CMPs is their role in shaping privacy policy design. This design encompasses the layout, visual elements, and cues employed to seek user consent.

  A recent study by Karlstad University in Sweden showed that privacy policy design significantly influences user comprehension and willingness to disclose information. In other words, it affects consent rates considerably and is key to enhancing data collection.

  Importance of consent management for compliance

  As the world becomes increasingly interconnected, consent management is taking centre stage. Although it applies to all technologies and systems that gather or handle personal data, few instances are as relevant as smart homes.

  Smart home devices have unique access to our personal spaces and private lives. They represent a unique challenge to consent management since one person is potentially granting access to personal data from themselves and other people who may be inside or around the house.

  A 2023 study by the University College London and the University of Oxford pointed out that clear design principles and granular, contextual permission structures are essential in these situations.

  However, consent management isn’t just best practice. It’s a widespread legal requirement. Not meeting these requirements can result in hefty penalties and reputational damage to your organisation.

  Consent management under GDPR

  The European Union’s GDPR is a data protection law applicable to organisations that process the personal data of individuals residing in the European Economic Area (EEA). It’s based on the principle of opting in.

  The GDPR is one of the strongest data privacy laws globally. For non-compliance, fines can be up to €20 million or 4% of the company’s total global turnover (whichever is higher).

  It’s also one of the most heavily enforced privacy laws. According to enforcementtracker.com, Meta was fined €1.2 billion in 2023, with GDPR fines reaching over €2 billion that year alone. In the UK, the largest GDPR fine is €22.05 million, according to Statista. It pays to comply.

  The GDPR has specific rules around consent, including that it must be :

  • Freely given : Users must not be pressured or coerced.
  • Specific : Must be given for specific data processing purposes.
  • Informed : Users must be provided with clear and concise information.
  • Unambiguous : Permission must be granted through clear and affirmative action, such as checking a box or tapping a button.

  CMPs help you meet these requirements by providing a transparent and user-friendly way to obtain and manage consent.

  Consent management under CCPA

  The CCPA is another privacy protection law for businesses collecting personal information from California residents. It grants Californians the right to know what data is being collected about them, to prevent it from being sold, and to request its deletion.

  CMPs support CCPA compliance by enabling users to exercise their rights and ensuring transparent data collection practices.

  Managing consent under other regulatory frameworks

  In addition to the GDPR and CCPA, numerous other privacy regulations can impact your organisation. These regulations include :

  • The COPPA in the US
  • Brazil’s LGPD
  • Japan’s APPI
  • Canada’s PIPEDA.
  • Australia’s Privacy Act 1988 

  A CMP will help streamline the process by providing a clear, practical framework to ensure you meet all applicable requirements.

  Key features to look for in a CMP

  Choosing the right CMP is crucial for global business.

  Here are some key features to consider :

  Custom banners

  Consent banners are often among users’ first digital interactions with your brand. It should be clear, concise and visually appealing. Look for a CMP that allows you to :

  • Customise the banner’s design to match your website’s branding and aesthetics.
  • Control the banner’s positioning for optimal visibility.

  End-user management tools

  The CMP should also offer a user-friendly interface allowing visitors to grant, manage and withdraw consent.

  This includes customisable banners, granular permissions, and a preference centre. The latter is a dedicated space where users can manage their preferences anytime.

  Integration capabilities with existing systems

  The CMP should integrate with your existing technology stack, including your analytics platform, marketing automation tools and CRM. This integration ensures a smooth workflow and prevents data silos.

  How to select the right CMP for your organisation

  To find the perfect CMP, focus on your specific needs and priorities. Here’s a step-by-step guide to help you make an informed decision :

  Assessing organisational needs and goals

  Start by clearly defining your organisation’s requirements. Consider the following :

  • Types of data collected : What personal data do you collect (for example, cookies, IP addresses, location data) ?
  • Compliance requirements : Which privacy regulations must you comply with (GDPR, CCPA, COPPA) ?
  • Website or app complexity : How complex is your website or app in terms of user interactions and data collection points ?
  • Budget : How much are you willing to invest in a CMP ?

  Comparing features and pricing

  Once you thoroughly understand your needs, you can compare the features and pricing of various CMPs. Look for key features like :

  • Customisable banners
  • Granular options
  • Preference centre
  • Integration with existing systems
  • Analytics and reporting

  Once you’ve shortlisted a few options, compare the pricing and choose the best value for your budget. Take advantage of free trials before committing to a paid plan.

  Checking verified user reviews

  Read user reviews on platforms like G2 or Trustpilot to get an idea of the strengths and weaknesses of different CMPs. Look for reviews from similar organisations regarding size, industry and compliance requirements.

  Integration with a privacy-focused analytics platform

  A consent management platform acts as the bridge between your users and your analytics and marketing teams. It ensures user preferences are communicated to your analytics setup, so data collection and analysis align with their choices and comply with privacy regulations. 

  Finding a consent manager integration that works with your analytics setup is essential for businesses.

  Top five consent management platforms

  The CMP market is pretty competitive, with many players providing excellent solutions. According to Emergen Research, it was valued at $320.9 million in 2021 and is growing at 21.2%.

  Here are five of our top choices 

  1. usercentrics

  usercentrics is a comprehensive CMP with customisable banners, granular consent options and a preference centre.

  

  usercentrics geolocation rulesets page (Source : Usercentrics)

  This Google-certified CMP allows you to create global and regional consent rules to ensure compliance with local regulations like GDPR, CCPA and LGPD. For a smooth implementation, usercentrics provides access to a knowledgeable support team and a dedicated customer success executive.

  It’s worth noting that Usercentrics is the CMP we use here at Matomo. It helps us in our mission to collect and analyse data ethically and with a privacy-first mindset.

  • Key features : Customisable banners, granular permissions, cross-domain and cross-device capabilities, automatic website scans, reporting and analytics.
  • Pricing : Usercentrics offers a free plan and four paid subscription plans from €7 to €50 per month.

  2. Osano

  Osano is a user-friendly CMP focusing on transparency and ease of use.

  

  Osano’s main dashboard (Source : Osano)

  Osano can scan websites for tracking technologies without impacting the user experience.

  • Key features : Customisable banners, multi-language support, granular consent options, a preference centre and access to a knowledgeable team of compliance specialists.
  • Pricing : Osano offers a self-service free plan and a paid plan at $199 per month.

  3. Cookiebot

  Cookiebot is another popular CMP with numerous integration options, including Matomo and other analytics tools. 

  

  Cookiebot consent banner options (Source : Cookiebot)

  • Key features : A cookie scanner, a privacy trigger or button allowing users to change their consent settings, a consent management API and advanced analytics.
  • Pricing : Cookiebot offers a free plan and paid plans ranging from €7 to €50 per month.

  4. CookieYes

  CookieYes is well-suited for small businesses and websites with basic privacy needs. 

  

  CookieYes cookie banner options (Source : CookieYes)

  It offers various features, including multilingual support, geo-targeting, privacy policy generation, and a preference centre. CookieYes also integrates with analytics and CMS tools, making it easy to implement as part of your stack.

  • Key features : Customisable consent banners, granular consent options, preference centre, integration with Matomo, reporting and analytics.
  • Pricing : You can use CookieYes for free or subscribe to one of their three paid plans, which range from $10 to $55 per month.

  5. Tarte au Citron

  Tarte au Citron is an open-source, lightweight, and customisable CMP developed in France.

  

  (Source : Tarte au Citron)

  Its focus is on transparency and user experience. It provides many features free of charge, but many do require some technical knowledge to deploy. There’s also a paid subscription with ongoing support and faster implementation.

  Tarte au Citron integrates with Matomo, which is also open-source. If you’re building an open-source stack for your analytics, Matomo and Tarte au Citron make an excellent pair.

  • Key features : Open-source, customisable consent banners, integration with Matomo, works with over 220 services.
  • Pricing : You can deploy the open-source core for free, but Tarte au Citron offers three paid licenses starting at €190 for one year and reaching €690 for a lifetime license.

  How to implement cookie consent the right way

  Implementing cookie consent requires precision, time and effort. But doing it wrong can result in significant legal penalties and severe reputational damage, eroding user trust and impacting your brand’s standing. Here are the key dos and don’ts of consent :

  

  Provide clear and concise information

  Use plain language that is easy for anyone to understand. Avoid using technical terms or legal jargon that may confuse users.

  Prioritise transparency

  Be upfront about your data collection practices. Clearly state what data you collect, how you use it and who you share it with. Provide links to your privacy and cookie policies for users who want to learn more.

  Offer granular control

  Give users detailed control over as many of their cookie preferences as possible. Allow them to choose which categories of tracking cookies they consent to, such as strictly necessary, performance and marketing cookies.

  Implement user-friendly banners

  Ensure banners are prominently displayed, easy to understand, and use clear and concise language. Also, make sure they’re accessible to all users, including those with disabilities.

  Respect “do not track” settings

  It’s essential to honour users’ choices when they enable their “do not track” browser setting.

  Document consent

  Maintain a record of user consent. This will help you demonstrate compliance with data privacy regulations and provide evidence of user consent in case of an audit or investigation.

  Regularly review and update consent policies

  Review and update your customer consent policies regularly to ensure they comply with evolving data privacy regulations and reflect your current data collection practices.

  Cookie consent pitfalls to avoid

  Here are some common pitfalls to avoid that may lead to legal penalties, loss of user trust or inaccurate analytics :

  • Avoid lengthy and complicated explanations. Overwhelming users with dense legal jargon or overly technical details can lead to consent fatigue and reduce the likelihood of informed consent.
  • Don’t force users to accept all cookies or none. Blanket consent options violate user autonomy and fail to comply with regulations like the GDPR.
  • Don’t make information about your data collection practices hard to find. Hidden or buried privacy policies breed suspicion and erode trust.
  • Avoid pre-checking all cookie consents. Pre-checked boxes imply consent without explicit user action, which is not compliant with GDPR and similar regulations. Users must actively opt in, not out.

  Emerging consent management trends 

  Consent management is constantly evolving and driven by new technologies, regulations, and user expectations. Here are some emerging trends to watch out for in the short term :

  • Increased automation : AI and machine learning are helping automate consent management processes, making them more efficient and effective.
  • Enhanced user experience : CMPs are becoming more user-friendly, focusing on providing an intuitive experience.
  • Privacy-preserving analytics : CMPs are being integrated with privacy-preserving analytics platforms, such as Matomo, to enable organisations to gain insights into user behaviour without compromising privacy.
  • Google Consent Mode : In 2024, Google rolled out Consent Mode v2 to align with the Digital Markets Act. Due to upcoming privacy regulations, more versions may be coming soon.

  The Privacy Governance Report 2024 also highlights the increasing complexity of managing data privacy, with more than four in five privacy professionals taking on additional responsibilities in their existing roles. This trend will likely continue in the coming years as more privacy laws are enacted.

  Addressing upcoming privacy regulations

  Data privacy and user consent requirements continue to emerge and evolve. Businesses must stay informed and adapt their practices accordingly.

  

  In 2025, several new privacy regulations are going into effect, including :

  • New state-level privacy laws in eight US states :
    • Delaware (1 January 2025)
    • Iowa (1 January 2025)
    • Nebraska (1 January 2025)
    • New Hampshire (1 January 2025)
    • New Jersey (15 January 2025)
    • Tennessee (1 July 2025)
    • Minnesota (31 July 2025)
    • Maryland (1 October 2025)
  • The EU’s Artificial Intelligence Act (which will be implemented from 1 August 2024 through 2 August 2026) and other AI-focused regulations.
  • The UK Adequacy Decision Review has a deadline of 27 December 2025.

  Organisations that collect, process or otherwise handle data from Europe and the above-named US states should proactively prepare for these changes by :

  • Conducting regular privacy impact assessments
  • Reviewing consent mechanisms regularly
  • Implementing data minimisation strategies
  • Providing user-friendly privacy controls

  Future-proofing your consent management strategy

  CMPs are essential for managing consent preferences, protecting user privacy, and earning customers’ trust through transparency and ethical data practices.

  When choosing a CMP, you should consider key features such as integration capabilities, customisation options and user-friendly interfaces.

  Integrating a CMP with a privacy-first analytics solution like Matomo allows you to collect and analyse data in a way that’s compliant and respectful of user preferences. This combination helps maintain data integrity while demonstrating a strong commitment to privacy. 

  Start your 21-day free trial today.

• A Guide to App Analytics Tools that Drive Growth

  7 mars, par Daniel Crough — App Analytics

  Mobile apps are big business, generating £438 billion in global revenue between in-app purchases (38%) and ad revenue (60%). And with 96% of apps relying on in-app monetisation, the competition is fierce.

  To succeed, app developers and marketers need strong app analytics tools to understand their customers’ experiences and the effectiveness of their development efforts.

  This article discusses app analytics, how it works, the importance and benefits of mobile app analytics tools, key metrics to track, and explores five of the best app analytics tools on the market.

  What are app analytics tools ?

  Mobile app analytics tools are software solutions that provide insights into how users interact with mobile applications. They track user behaviour, engagement and in-app events to reveal what’s working well and what needs improvement.

  Insights gained from mobile app analytics help companies make more informed decisions about app development, marketing campaigns and monetisation strategies.

  What do app analytics tools do ?

  App analytics tools embed a piece of code, called a software development kit (SDK), into an app. These SDKs provide the essential infrastructure for the following functions :

  • Data collection : The SDK collects data within your app and records user actions and events, like screen views, button clicks, and in-app purchases.
  • Data filtering : SDKs often include mechanisms to filter data, ensuring that only relevant information is collected.
  • Data transmission : Once collected and filtered, the SDK securely transmits the data to an analytics server. The SDK provider can host this server (like Firebase or Amplitude), or you can host it on-premise.
  • Data processing and analysis : Servers capture, process and analyse large stores of data and turn it into useful information.
  • Visualisation and reporting : Dashboards, charts and graphs present processed data in a user-friendly format.

  

  Six ways mobile app analytics tools fuel marketing success and drive product growth

  Mobile app analytics tools are vital in driving product development, enhancing user experiences, and achieving business objectives.

  #1. Improving user understanding

  The better a business understands its customers, the more likely it is to succeed. For mobile apps, that means understanding how and why people use them.

  Mobile analytics tools provide detailed insights into user behaviours and preferences regarding apps. This knowledge helps marketing teams create more targeted messaging, detailed customer journey maps and improve user experiences.

  It also helps product teams understand the user experience and make improvements based on those insights.

  For example, ecommerce companies might discover that users in a particular area are more likely to buy certain products. This allows the company to tailor its offers and promotions to target the audience segments most likely to convert.

  #2 Optimising monetisation strategies for increased revenue and user retention

  In-app purchases and advertising make up 38% and 60% of mobile app revenue worldwide, respectively. App analytics tools provide insights companies need to optimise app monetisation by :

  • Analysing purchase patterns to identify popular products and understand pricing sensitivities.
  • Tracking in-app behaviour to identify opportunities for enhancing user engagement.

  App analytics can track key metrics like visit duration, user flow, and engagement patterns. These metrics provide critical information about user experiences and can help identify areas for improvement.

  How meaningful are the impacts ?

  Duolingo, the popular language learning app, reported revenue growth of 45% and an increase in daily active users (DAU) of 65% in its Q4 2023 financial report. The company attributed this success to its in-house app analytics platform.

  

  #3. Understanding user experiences

  Mobile app analytics tools track the performance of user interactions within your app, such as :

  • Screen views : Which screens users visit most frequently
  • User flow : How users navigate through your app
  • Session duration : How long users spend in your app
  • Interaction events : Which buttons, features, and functions users engage with most

  Knowing how users interact with your app can help refine your approach, optimise your efforts, and drive more conversions.

  #4. Personalising user experiences

  A recent McKinsey survey showed that 71% of users expect personalised app experiences. Product managers must stay on top of this since 76% of users get frustrated if they don’t receive the personalisation they expect.

  Personalisation on mobile platforms requires data capture and analysis. Mobile analytics platforms can provide the data to personalise the user onboarding process, deliver targeted messages and recommend relevant content or offers.

  Spotify is a prime example of personalisation done right. A recent case study by Pragmatic Institute attributed the company’s growth to over 500 million active daily users to its ability to capture, analyse and act on :

  • Search behaviour
  • Individual music preferences
  • Playlist data
  • Device usage
  • Geographical location

  The streaming service uses its mobile app analytics software to turn this data into personalised music recommendations for its users. Spotify also has an in-house analytics tool called Spotify Premium Analytics, which helps artists and creators better understand their audience.

  #5. Enhancing app performance

  App analytics tools can help identify performance issues that might be affecting user experience. By monitoring metrics like load time and app performance, developers can pinpoint areas that need improvement.

  Performance optimisation is crucial for user retention. According to Google research, 53% of mobile site visits are abandoned if pages take longer than three seconds to load. While this statistic refers to websites, similar principles apply to apps—users expect fast, responsive experiences.

  Analytics data can help developers prioritise performance improvements by showing which screens or features users interact with most frequently, allowing teams to focus their optimisation efforts where they’ll have the greatest impact.

  #6. Identifying growth opportunities

  App analytics tools can reveal untapped opportunities for growth by highlighting :

  • Features users engage with most
  • Underutilised app sections that might benefit from redesign
  • Common user paths that could be optimised
  • Moments where users tend to drop off

  This intelligence helps product teams make data-informed decisions about future development priorities, feature enhancements, and potential new offerings.

  For example, a streaming service might discover through analytics that users who create playlists have significantly higher retention rates. This insight could lead to development of enhanced playlist functionality to encourage more users to create them, ultimately boosting overall retention.

  Key app metrics to track

  Using mobile analytics tools, you can track dozens of key performance indicators (KPIs) that measure everything from customer engagement to app performance. This section focuses on the most important KPIs for app analytics, classified into three categories :

  • App performance KPIs
  • User engagement KPIs
  • Business impact KPIs

  While the exact metrics to track will vary based on your specific goals, these fundamental KPIs form the foundation of effective app analytics.

  

  App performance KPIs

  App performance metrics tell you whether an app is reliable and operating properly. They help product managers identify and address technical issues that may negatively impact user experiences.

  Some key metrics to assess performance include :

  • Screen load time : How quickly screens load within your app
  • App stability : How often your app crashes or experiences errors
  • Response time : How quickly your app responds to user interactions
  • Network performance : How efficiently your app handles data transfers

  User engagement KPIs

  Engagement KPIs provide insights into how users interact with an app. These metrics help you understand user behaviour and make UX improvements.

  Important engagement metrics include :

  • Returning visitors : A measure of how often users return to an app
  • Visit duration : How long users spend in your app per session
  • User flow : Visualisation of the paths users take through your app, offering insights into navigation patterns
  • Event tracking : Specific interactions users have with app elements
  • Screen views : Which screens are viewed most frequently

  Business impact KPIs

  Business impact KPIs connect app analytics to business outcomes, helping demonstrate the app’s value to the organisation.

  Key business impact metrics include :

  • Conversion events : Completion of desired actions within your app
  • Goal completions : Tracking when users complete specific objectives
  • In-app purchases : Monitoring revenue from within the app
  • Return on investment : Measuring the business value generated relative to development costs

  Privacy and app analytics : A delicate balance

  While app analytics tools can be a rich source of user data, they must be used responsibly. Tracking user in-app behaviour and collecting user data, especially without consent, can raise privacy concerns and erode user trust. It can also violate data privacy laws like the GDPR in Europe or the OCPA, FDBR and TDPSA in the US.

  With that in mind, it’s wise to choose user-tracking tools that prioritise user privacy while still collecting enough data for reliable analysis.

  Matomo is a privacy-focused web and app analytics solution that allows you to collect and analyse user data while respecting user privacy and following data protection rules like GDPR.

  The five best app analytics tools to prove marketing value

  In this section, we’ll review the five best app analytics tools based on their features, pricing and suitability for different use cases.

  Matomo — Best for privacy-compliant app analytics

  Matomo app analytics is a powerful, open-source platform that prioritises data privacy and compliance.

  

  It offers a suite of features for tracking user engagement and conversions across websites, mobile apps and intranets.

  Key features

  • Complete data ownership : Full control over your analytics data with no third-party access
  • User flow analysis : Track user journeys across different screens in your app
  • Custom event tracking : Monitor specific user interactions with customisable events
  • Ecommerce tracking : Measure purchases and product interactions
  • Goal conversion monitoring : Track completion of important user actions
  • Unified analytics : View web and app analytics in one platform for a complete digital picture

  Benefits

  • Eliminate compliance risks without sacrificing insights
  • Get accurate data with no sampling or data manipulation
  • Choose between self-hosting or cloud deployment
  • Deploy one analytics solution across your digital properties (web and app) for a single source of truth

  Pricing

  Plan	Price
  Cloud	Starts at £19/month
  On-Premise	Free

  Matomo is a smart choice for businesses that value data privacy and want complete control over their analytics data. It’s particularly well-suited for organisations in highly regulated industries, like banking.

  While Matomo’s app analytics features focus on core analytics capabilities, its privacy-first approach offers unique advantages. For organisations already using Matomo for web analytics, extending to mobile creates a unified analytics ecosystem with consistent privacy standards across all digital touchpoints, giving organisations a complete picture of the customer journey.

  Firebase — Best for Google services integration

  Firebase is the mobile app version of Google Analytics. It’s the most popular app analytics tool on the market, with over 99% of Android apps and 77% of iOS apps using Firebase.

  

  Firebase is popular because it works well with other Google services. It also has many features, like crash reporting, A/B testing and user segmentation.

  Pricing

  Plan	Price
  Spark	Free
  Blaze	Pay-as-you-go based on usage
  Custom	Bespoke pricing for high-volume enterprise users

  Adobe Analytics — Best for enterprise app analytics

  Adobe Analytics is an enterprise-grade analytics solution that provides valuable insights into user behaviour and app performance.

  

  It’s part of the Adobe Marketing Cloud and integrates easily with other Adobe products. Adobe Analytics is particularly well-suited for large organisations with complex analytics needs.

  Pricing

  Plan	Price
  Select	Pricing on quote
  Prime	Pricing on quote
  Ultimate	Pricing on quote

  While you must request a quote for pricing, Scandiweb puts Adobe Analytics at £2,000/mo–£2,500/mo for most companies, making it an expensive option.

  Apple App Analytics — Best for iOS app analysis

  Apple App Analytics is a free, built-in analytics tool for iOS app developers.

  

  This analytics platform provides basic insights into user engagement, app performance and marketing campaigns. It has fewer features than other tools on this list, but it’s a good place for iOS developers who want to learn how their apps work.

  Pricing

  Apple Analytics is free.

  Amplitude — Best for product analytics

  Amplitude is a product analytics platform that helps businesses understand user behaviour and build better products.

  

  It excels at tracking user journeys, identifying user segments and measuring the impact of product changes. Amplitude is a good choice for product managers and data analysts who want to make informed decisions about product development.

  Pricing

  Plan	Price
  Starter	Free
  Plus	From £49/mo
  Growth	Pricing on quote

  Choose Matomo’s app analytics to unlock growth

  App analytics tools help marketers and product development teams understand user experiences, improve app performance and enhance products. Some of the best app analytics tools available for 2025 include Matomo, Firebase and Amplitude.

  However, as you evaluate your options, consider taking a privacy-first approach to app data collection and analysis, especially if you’re in a highly regulated industry like banking or fintech. Matomo Analytics offers a powerful and ethical solution that allows you to gain valuable insights while respecting user privacy.

  Ready to take control of your app analytics ? Start your 21-day free trial.

• Data Privacy Regulations : Essential Knowledge for Global Business

  6 mars, par Daniel Crough

  If you run a website that collects visitors’ data, you might be violating privacy regulations somewhere in the world. At last count, over 160 countries have privacy laws — and your customers in those countries know about them.

  A recent survey found that 53% of people who answered know about privacy rules in their country and want to follow them. This is up from 46% two years ago. Furthermore, customers increasingly want to buy from businesses they can trust with their data.

  That’s why businesses must take data privacy seriously. In this article, we’ll first examine data privacy rules, why we need them, and how they are enforced worldwide. Finally, we’ll explore strategies to ensure compliance and tools that can help.

  What are data privacy regulations ?

  Let’s first consider data privacy. What is it ? The short answer is individuals’ ability to control their personal information. That’s why we need laws and rules to let people decide how their data is collected, used, and shared. Crucially, the laws empower individuals to withdraw permission to use their data anytime.

  The UNCTAD reports that only 13 countries had data protection laws or rules before the 2000s. Many existed before businesses could offer online services, so they needed updating. Today, 162 national laws protect data privacy, half of which emerged in the last decade.

  Why is this regulation necessary ?

  There are many reasons, but the impetus comes from consumers who want their governments to protect their data from exploitation. They understand that participating in the digital economy means sharing personal information like email addresses and telephone numbers, but they want to minimise the risks of doing so.

  Data privacy regulation is essential for :

  • Protecting personal information from exploitation with transparent rules and guidelines on handling it securely.
  • Implementing adequate security measures to prevent data breaches.
  • Enforcing accountability for how data is collected, stored and processed.
  • Giving consumers control over their data.
  • Controlling the flow of data across international borders in a way that fully complies with the regulations.
  • Penalising companies that violate privacy laws.

  Isn’t it just needless red tape ?

  Data breaches in recent years have been one of the biggest instigators of the increase in data privacy regulations. A list of the top ten data breaches illustrates the point.

  #	Company	Location	Year	# of Records	Data Type
  1	Yahoo	Global	2013	3B	user account information
  2	Aadhaar	India	2018	1.1B	citizens’ ID/biometric data
  2	Alibaba	China	2019	1.1B	users’ personal data
  4	LinkedIn	Global	2021	700M	users’ personal data
  5	Sina Weibo	China	2020	538M	users’ personal data
  6	Facebook	Global	2019	533M	users’ personal data
  7	Marriott Int’l	Global	2018	500M	customers’ personal data
  8	Yahoo	Global	2014	500M	user account information
  9	Adult Friend Finder	Global	2016	412.2M	user account information
  10	MySpace	USA	2013	360M	user account information

  And that’s just the tip of the iceberg. Between November 2005 and November 2015, the US-based Identity Theft Resource Center counted 5,754 data breaches that exposed 856,548,312 records, mainly in that country.

  It’s no wonder that citizens worldwide want organisations they share their personal data with to protect that data as if it were their own. More specifically, they want their governments to :

  • Protect their consumer rights
  • Prevent identity theft and other consumer fraud
  • Build trust between consumers and businesses
  • Improve cybersecurity measures
  • Promote ethical business practices
  • Uphold international standards

  Organisations using personal data in their operations want to minimise financial and reputational risk. That’s common sense, especially when external attacks cause 68% of data breaches.

  The terminology of data privacy

  With 162 national laws already in place, the legal space surrounding data privacy grows more complex every day. Michalsons has a list of different privacy laws and regulations in force in significant markets around the world.

  Fortunately, there’s plenty of commonality for two reasons : first, all countries want to solve the same problem ; second, those drafting the legislation have adopted much of what other countries have already developed. As a result, the terminology remains almost the same, even when the language changes.

  These are the core concepts at play :

  Term	Definition
  Access and control	Consumers can access, review, edit and delete their data
  Data protection	Organisations must protect data from being stolen or compromised
  Consumer consent	Consumers can grant and withdraw or refuse access to their data
  Deletion	Consumers can request to have their data erased
  Data breach	When the security of data has been compromised
  Data governance	The management of data within an organisation
  Double opt-in	Two-factor authentication to add a layer of confirmation
  GDPR	Governing data privacy in Europe since 2016
  Personally identifiable information (PII)	Data used to identify, locate, or contact an individual
  Pseudonymisation	Replace personal identifiers with artificial identifiers or pseudonyms
  Publicly available information	Data from official sources, without restrictions on access or use
  Rectification	Consumers can request to have errors in their data corrected

  Overview of current data privacy legislation

  Over three-quarters of the world has formulated and rolled out data privacy legislation — or is currently doing so. Here’s a breakdown of the laws and regulations you can expect to find in most significant markets worldwide.

  Europe

  Thoughts of protecting data privacy first occurred in Europe when the German government became concerned about automated data processing in 1970. A few years later, Sweden was the first country to enact a law requiring permits for processing personal data, establishing the first data protection authority.

  General Data Protection Regulation (GDPR)

  Sweden’s efforts triggered a succession of European laws and regulations that culminated in the European Union (EU) GDPR, enacted in 2016 and enforced from 25 May 2018. It’s a detailed and comprehensive privacy law that safeguards the personal data and privacy of EU citizens.

  The main objectives of GDPR are :

  • Strengthening the privacy rights of individuals by empowering them to control their data.
  • Establishing a uniform data framework for data privacy across the EU.
  • Improving transparency and accountability by mandating businesses to handle personal data responsibly and fully disclose how they use it.
  • Extending the regulation’s reach to organisations external to the EU that collect, store and process the data of EU residents.
  • Requiring organisations to conduct Protection Impact Assessments (PIAs) for “high-risk” projects.

  ePrivacy Regulation on Privacy and Electronic Communications (PECR)

  The second pillar of the EU’s strategy to regulate the personal data of its citizens is the ePrivacy Regulation on Privacy and Electronic Communications (EU PECR). Together with the GDPR, it will comprise data protection law in the union. This regulation applies to :

  • Providers of messaging services like WhatsApp, Facebook and Skype
  • Website owners
  • Owners of apps that have electronic communication components
  • Commercial direct marketers
  • Political parties sending promotional messages electronically
  • Telecommunications companies
  • ISPs and WiFi connection providers

  The EU PECR was intended to commence with GDPR on 25 May 2018. That didn’t happen, and as of January 2025, it was in the process of being redrafted.

  EU Data Act

  One class of data isn’t covered by GDPR or PECR : internet product-generated data. The EU Data Act provides the regulatory framework to govern this data, and it applies to manufacturers, suppliers, and users of IoT devices or related services.

  The intention is to facilitate data sharing, use, and reuse and to facilitate organisations’ switching to a different cloud service provider. The EU Data Act entered into force on 11 January 2024 and is applicable from September 2025.

  GDPR UK

  Before Brexit, the EU GDPR was in force in the UK. After Brexit in 2020, the UK opted to retain the regulations as UK GDPR but asserted independence to keep the framework under review. It’s part of a wider package of reform to the data protection environment that includes the Data Protection Act 2018 and the UK PECR.

  In the USA

  The primary federal law regarding data privacy in the US is the Privacy Act of 1974, which has been in revision for some time. However, rather than wait for the outcome of that process, many business sectors and states have implemented their own measures.

  Sector-specific data protection laws

  This sectoral approach to data protection relies on a combination of legislation, regulation and self-regulation rather than governmental control. Since the mid-1990s, the country has allowed the private sector to lead on data protection, resulting in ad hoc legislation arising when circumstances require it. Examples include the Video Privacy Protection Act of 1988, the Cable Television Protection and Competition Act of 1992 and the Fair Credit Reporting Act.

  

  California Consumer Privacy Act (CCPA)

  California was the first state to act when federal privacy law development stalled. In 2018, it enacted the California Consumer Privacy Act (CCPA) to protect and enforce Californians’ rights regarding the privacy of their personal information. It came into force in 2020.

  California Privacy Act (CPRA)

  In November of that same year, California voters approved the California Privacy Rights Act (CPRA). Billed as the strongest consumer privacy law ever enacted in the US, CPRA works with CCPA and adds the best elements of laws and regulations in other jurisdictions (Europe, Japan, Israel, New Zealand, Canada, etc.) into California’s personal data protection regime.

  Virginia Consumer Data Protection Act (CDPA)

  In March 2021, Virginia became the next US state to implement privacy legislation. The Virginia Consumer Data Protection Act (VCDPA), which is also informed by global legislative developments, tries to strike a balance between consumer privacy protections and business interests. It governs how businesses collect, use, and share consumer data.

  Colorado Privacy Act (CPA)

  Developed around the same time as VCDPA, the Colorado Privacy Act (CPA) was informed by that law and GDPR and CCPA. Signed into law in July 2021, the CPA gives Colorado residents more control over their data and establishes guidelines for businesses on handling the data.

  Other states generally

  Soon after, additional states followed suit and, similar to Colorado, examined existing legislation to inform the development of their own data privacy laws and regulations. At the time of writing, the states with data privacy laws at various stages of development were Connecticut, Florida, Indiana, Iowa, Montana, New York, Oregon, Tennessee, Texas, and Utah.

  By the time you read this article, more states may be doing it, and the efforts of some may have led to laws and regulations coming into force. If you’re already doing business or planning to do business in the US, you should do your own research on the home states of your customers.

  Globally

  Beyond Europe and the US, other countries are also implementing privacy regulations. Some were well ahead of the trend. For example, Chile’s Law on the Protection of Private Life was put on the books in 1999, while Mauritius enacted its first Data Protection Act in 2004 — a second one came along in 2017 to replace it.

  Canada

  The regulatory landscape around data privacy in Canada is as complicated as it is in the US. At a federal government level, there are two laws : The Privacy Act for public sector institutions and the Personal Information Protection and Electronic Documents Act (PIPEDA) for the private sector.

  PIPEDA is the one to consider here. Like all other data privacy policies, it provides a framework for organisations handling consumers’ personal data in Canada. Although not quite up to GDPR standard, there are moves afoot to close that gap.

  The Digital Charter Implementation Act, 2022 (aka Bill C-27) is proposed legislation introduced by federal agencies in June 2022. It’s intended to align Canada’s privacy framework with global standards, such as GDPR, and address emerging digital economy challenges. It may or may not have been finalised when you read this.

  At the provincial level, three of Canada’s provinces—Alberta, British Columbia, and Quebec—have introduced laws and regulations of their own. Their rationale was similar to that of Bill C-27, so they may become redundant if and when that bill passes.

  Japan

  Until recently, Japan’s Act on the Protection of Personal Information (APPI) was considered by many to be the most comprehensive data protection law in Asia. Initially introduced in 2003, it was significantly amended in 2020 to align with global privacy standards, such as GDPR.

  APPI sets out unambiguous rules for how businesses and organisations collect, use, and protect personal information. It also sets conditions for transferring the personal information of Japanese residents outside of Japan.

  

  China

  The new, at least for now, most comprehensive data privacy law in Asia is China’s Personal Information Protection Law (PIPL). It’s part of the country’s rapidly evolving data governance framework, alongside the Cybersecurity Law and the Data Security Law.

  PIPL came into effect in November 2021 and was informed by GDPR and Japan’s APPI, among others. The data protection regime establishes a framework for protecting personal information and imposes significant compliance obligations on businesses operating in China or targeting consumers in that country.

  Other countries

  Many other nations have already brought in legislation and regulations or are in the process of developing them. As mentioned earlier, there are 162 of them at this point, and they include :

  Argentina	Costa Rica	Paraguay
  Australia	Ecuador	Peru
  Bahrain	Hong Kong	Saudi Arabia
  Bermuda	Israel	Singapore
  Brazil	Mauritius	South Africa
  Chile	Mexico	UAE
  Colombia	New Zealand	Uruguay

  Observant readers might have noticed that only two countries in Africa are on that list. More than half of the 55 countries on the continent have or are working on data privacy legislation.

  It’s a complex landscape

  Building a globalised business model has become very complicated, with so much legislation already in play and more coming. What you must do depends on the countries you plan to operate in or target. And that’s before you consider the agreements groups of countries have entered into to ease the flow of personal data between them.

  In this regard, the EU-US relationship is instructive. When GDPR came into force in 2016, so did the EU-US Privacy Shield. However, about four years later, the Court of Justice of the European Union (CJEU) invalidated it. The court ruled that the Privacy Shield didn’t adequately protect personal data transferred from the EU to the US.

  The ruling was based on US laws that allow excessive government surveillance of personal data transferred to the US. The CJEU found that this conflicted with the basic rights of EU citizens under the European Union’s Charter of Fundamental Rights.

  A replacement was negotiated in a new mechanism : the EU-US Data Privacy Framework. However, legal challenges are expected, and its long-term viability is uncertain. The APEC Privacy Framework and the OECD Privacy Framework, both involving the US, also exist.

  

  Penalties for non-compliance

  Whichever way you look at it, consumer data privacy laws and regulations make sense. But what’s really interesting is that many of them have real teeth to punish offenders. GDPR is a great example. It was largely an EU concern until January 2022 when the French data protection regulator hit Google and Facebook with serious fines and criminal penalties.

  Google was fined €150M, and Facebook was told to pay €60M for failing to allow French users to reject cookie tracking technology easily. That started a tsunami of ever-larger fines.

  The largest so far was the €1.2B fine levied by the Irish Data Protection Commission on Meta, the owner of Instagram, Facebook, and WhatsApp. It was issued for transferring European users’ personal data to the US without adequate data protection mechanisms. This significant penalty demonstrated the serious financial implications of non-compliance.

  These penalties follow a structured approach rather than arbitrary determinations. The GDPR defines an unambiguous framework for fines. They can be up to 4% of a company’s total global turnover in the previous fiscal year. That’s a serious business threat.

  What should you do ?

  For businesses committed to long-term success, accepting and adapting to regulatory requirements is essential. Data privacy regulations and protection impact assessments are here to stay, with many national governments implementing similar frameworks.

  However, there is some good news. As you’ve seen, many of these laws and regulations were informed by GDPR or retrospectively aligned. That’s a good place to start. Choose tools to handle your customer’s data that are natively GDPR-compliant.

  For example, web analytics is all about data, and a lot of that data is personal. And if, like many people, you use Google Analytics 4, you’re already in trouble because it’s not GDPR-compliant by default. And achieving compliance requires significant additional configuration.

  A better option would be to choose a web analytics platform that is compliant with GDPR right off the bat. Something like Matomo would do the trick. Then, complying with any of the tweaks individual countries have made to the basic GDPR framework will be a lot easier—and may even be handled for you.

  Privacy-centric data strategies

  Effective website data analysis is essential for business success. It enables organisations to understand customer needs and improve service delivery.

  But that data doesn’t necessarily need to be tied to their identity — and that’s at the root of many of these regulations.

  It’s not to stop companies from collecting data but to encourage and enforce responsible and ethical handling of that data. Without an official privacy policy or ethical data collection practices, the temptation for some to use and abuse that data for financial gain seems too great to resist.

  

  Cookie usage and compliance

  There was a time when cookies were the only way to collect reliable information about your customers and prospects. But under GDPR, and in many countries that based or aligned their laws with GDPR, businesses have to give users an easy way to opt out of all tracking, particularly tracking cookies.

  So, how do you collect the information you need without cookies ? Easy. You use a web analytics platform that doesn’t depend wholly on cookies. For example, in certain countries and when configured for maximum privacy, Matomo allows for cookieless operation. It can also help you manage the cookie consent requirements of various data privacy regulations.

  Choose the right tools

  Data privacy regulations have become a permanent feature of the global business landscape. As digital commerce continues to expand, these regulatory frameworks will only become more established. Fortunately, there is a practical approach forward.

  As mentioned several times, GDPR is considered by many countries to be a particularly good example of effective data privacy regulation. For that reason, many of them model their own legislation on the EU’s effort, making a few tweaks here and there to satisfy local requirements or anomalies.

  As a result, if you comply with GDPR, the chances are that you’ll also comply with many of the other data privacy regulations discussed here. That also means that you can select tools for your data harvesting and analytics that comply with the GDPR out of the box, so to speak. Tools like Matomo.

  Matomo lets website visitors retain full control over their data.

  Before deciding whether to go with Matomo On-premise or the EU-hosted cloud version, why not start your 21-day free trial ? No credit card required.