Data use in Google Search for the European Economic Area (EEA)

As a result of the Digital Markets Act (DMA), starting March 2024 you will have new choices for how your Google Search data may be shared across Google services if you reside in the European Economic Area (EEA).

Currently, personal data regarding your interactions with Google Search may be shared across Google services for the purposes described in our Privacy Policy and depending on the previous choices you’ve made about your privacy settings.

Starting March 2024, Google will need your consent to link Google Search with other Google services if you want them to continue sharing data with each other as they do today. For example, linked Google services might work together to give you more personalized content and ads, depending on your settings.

What data is used

The data we collect as you use Google Search may include:

  • Terms you search for
  • Associated information about your interactions with content on Google Search, including unique identifiers, browser type and settings, device type and settings, and operating system
  • IP address, date, time, and referrer URL of your request
  • Location data based on GPS and other sensor data from or near your device, your IP address, and activity on Google services
  • Other types of information described in our Privacy Policy

How we use this data

Google uses data shared across linked services for all the purposes that are set out in our Privacy Policy, including:

  • Providing personalized services, including content and ads, depending on your privacy settings
  • Maintaining or improving our services for everyone
  • Understanding how people use our services to ensure and improve the performance of our services
  • Performing other purposes described in our Privacy Policy

Using personal data from our advertising partners

When you interact with our advertising partners — websites, apps, and services that use Google advertising tools — you may share personal data with such businesses and advertisers, or companies working on their behalf. Our advertising partners may, subject to our EU user consent policy, share this data with Google services for advertising purposes. See our Privacy Policy for the types of data used by Google advertising services.

If you reside in the EEA, our advertising partners must have your consent to share your personal data with Google for personalized advertising and instances where cookies or local storage is used. Advertisers may use consent banners to gather your permissions for personal data use when you are on their websites or apps, or alternatively collect your consent in other ways, for example, an email signup.

Additionally, advertisers will have the ability to select specific Google services that can receive the personal data you consent to share with Google for advertising purposes. Once data from advertisers is collected and processed by the selected Google services, your respective Google service settings will apply.