Privacy is important. Collecting data of clients and behavior as well. I-Spark is specialized in collecting data within the legal boundaries. It still enables you to obtain the right insights.


Discover how

You may be aware of AVG/GDPR and you be flooded with information about the new law. In most cases useful information but how to put it into practice.

In analyzing and optimizing data from a website and webshop there is a fair chance that you use tools (f.i. Google Analytic) such as cookies to collect data from your clients. Part of it may occur without permission, whereas other another part is prohibited. Should you wish to continue to measure as much as you can and at the same time adhere to the provisions of the law, please continue reading.

What is the General Data Protection Regulation?

On 25 May 2018 the General Data Protection Regulation (GDPR) has been introduced in the European Economic Area (EEA). This new legislation applies to all organizations that collect and process data on residents of the European Union. If you do not comply with the obligations regarding this new privacy law from that date, the European Data Protection Authorities can impose heavy fines on you.

Hoe gaan we te werk?

In the passed period we have invested timeto assist various organizations and have come to the conclusion that in most cases knowledge of the new law is available, but the know-how of implementation failed to materialize. Here, we may fit in.

Taking effect 25th May 2018 the visitors of your website and potential clients are obliged to indicate for which purpose you are authorized to collect and use their personal data. Asking permission can happen by various means, such as tools, most of the time as a cookie bar or pop-up.

We use Google Tag Manager (GTM) for loading tools and trackers, placing cookies in order to collect your client’s data, such as Google Analytics, Facebook, Double Click and Adwords. Through GTM the obtained permission can be linked to loading of the tools and in doing so it can be established which tool is allowed to collect data and which are not.
This is the method to avoid illegal collection of data, commonly known as Privacy by Design. Yet, it enables you to keep maximum control about your visitor’s data and therefor sustain growth of your business.

How about Google Analytics?

In short you can continue to use Google Analytics without permission if you adhere to the rules of one of the European Data Protection Authorities but it implies that the functionality of Google Analytics is severely limited.

1) Analytics is reduced to a basic tracker
2) You do not collect any e-commerce information anymore
3) You are not allowed to use the data for advertising actions such as Adwords or Remarketing

Consequently Google Analytics has been reduced to a limited source of information about the visitors of your website independent of his or her permission.

If you want to continue using ALL possibilities Google Analytics has to offer, we can offer an instant solution by using Google Tag Manager. Contact us for further information.

When is consent of a user required ?

Processing and saving of personal data is required in the event the data can easily be tracked to one particular person, including but not limited to name and address, email addresses, photographs and IP addresses. But also data that in combination with more than one source can easily be tracked to one person. For instance a Transaction ID you are required to send to Google Analytics after a purchase in your webshop. After all, the combination of the ID and data about the purchase can simply be combined to reveal the address of the purchaser. Only in the event of anonymous data, no permission to save and process the data is required

Contact i-spark

Want to know more about tracking users within the limitations of the GDPR? Please contact us at or using this form.