Query String

PII (Personally Identifiable Information) is something we need to actively combat against when using Google Analytics, as the platform explicitly forbids sending PII to Google Analytics properties in any size, form, or shape.

One of the most common ways of accidentally passing PII to a property is via query parameters. Many email platforms out there, for example, see no problem in including the user’s email address in the query string, especially when the user follows a link in a newsletter. This is, however, a definite no-no in Google Analytics. Thus, I wanted to create a blanket solution for proactively weeding out potential PII in your Google Analytics Tags deployed via Google Tag Manager.