ExactMetrics
ExactMetrics is a WordPress plugin that connects your site to Google Analytics 4 and shows the reports inside the WordPress dashboard. It installs the Google Analytics tag, configures events and ecommerce tracking, and supports features such as IP anonymisation and Google Consent Mode. Because the underlying analytics is Google Analytics, the plugin sets Google cookies and sends data to Google in the United States, so it requires consent before tracking starts.
What does ExactMetrics do?
What ExactMetrics is
ExactMetrics, formerly the Google Analytics Dashboard for WP, is one of the most used WordPress plugins for adding Google Analytics. It handles the technical setup of the Google Analytics 4 tag, lets you enable event, scroll, download and ecommerce tracking, and surfaces the resulting reports inside WordPress so you do not need to open the Google Analytics interface. It is a convenience layer on top of Google Analytics rather than an independent analytics product.
What data and cookies ExactMetrics processes
Because ExactMetrics deploys Google Analytics, the cookies are Google Analytics cookies: _ga and _ga_ container id store a pseudonymous client identifier for up to two years, and the older _gid distinguishes users for 24 hours. Through these, page views, events and device and approximate location data are sent to Google Analytics, where they are processed for audience measurement. ExactMetrics can enable IP anonymisation and Google Consent Mode to reduce the data and respect consent.
GDPR and ePrivacy implications
Google Analytics cookies are analytics trackers, not strictly necessary, so they require prior consent under article 5(3) of the ePrivacy Directive, with consent as the legal basis under GDPR article 6(1)(a). Several European regulators have scrutinised Google Analytics over data transfers, so configure ExactMetrics to anonymise data, enable Consent Mode and keep the tag blocked until the visitor accepts analytics cookies.
Data transfers and risk
The data flows to Google Analytics, operated by Google in the United States with Google Ireland as the EU controller, so European personal data is transferred to a third country under the EU US Data Privacy Framework and standard contractual clauses. Turn on IP anonymisation, limit data retention in Google Analytics, and document the transfer and the safeguards in your records of processing.
Practical compliance steps
Connect ExactMetrics to your consent management platform and enable Google Consent Mode so that the Google Analytics tag respects the visitor choice, and confirm with developer tools that no _ga cookie is set before consent. Anonymise IP addresses, set a short retention in Google Analytics, disable advertising features you do not need, and describe Google Analytics and the United States transfer in your privacy policy.
ExactMetrics and the GDPR
ExactMetrics is classified as “Analytics”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.
- Legal basis
- Google Analytics cookies are analytics trackers, not strictly necessary, so they require prior consent under ePrivacy art. 5(3) and GDPR art. 6(1)(a). Legitimate interest is generally not accepted for Google Analytics in the EU because of the cross border transfer and the involvement of Google.
- Risk level
- medium
- Applicable regulations
- GDPR, ePrivacy Directive 2002/58/EC, TTDSG (Germany), LOPDGDD (Spain), LIL (France), CNIL Google Analytics decisions 2022
Impact assessment (DPIA)
ExactMetrics deploys Google Analytics, which European regulators have scrutinised over transfers to the United States, so a DPIA can be appropriate, especially without anonymisation or Consent Mode. Assess the analytics cookies, the data sent to Google, the retention, the transfer mechanism and whether advertising features are enabled, and apply IP anonymisation and consent gating.
Sample text for your banner
With your consent, this website uses ExactMetrics to run Google Analytics and understand how our pages are used. It sets Google cookies such as _ga and sends usage data to Google in the United States under standard contractual clauses, with IP anonymisation enabled. No analytics cookie is set until you accept analytics cookies, and you can change or withdraw your consent at any time from the cookie settings.
What ExactMetrics sets and contacts
- Tracking method
- WordPress plugin that installs and configures Google Analytics 4 (gtag.js) and reports the statistics inside WordPress
- Server location
- The plugin runs in WordPress; the analytics data is sent to Google Analytics (Google LLC, United States), with Google Ireland Limited as the EU controller.
- Data transferred outside the EU
- ExactMetrics deploys Google Analytics, so the data flows to Google in the United States, with Google Ireland as the EU controller, under the EU US Data Privacy Framework and the European Commission standard contractual clauses.
Cookies set (3)
| Name | Type | Duration | Purpose |
|---|---|---|---|
| _ga | First party, set by Google Analytics | 2 years | Stores a pseudonymous client identifier used by Google Analytics to distinguish visitors. |
| _ga_<container-id> | First party, set by Google Analytics 4 | 2 years | Stores the GA4 session state and a client identifier for the specific Google Analytics property. |
| _gid | First party, set by Google Analytics | 24 hours | Older Google Analytics cookie that distinguishes users for 24 hours. |
Third-party domains contacted (4)
googletagmanager.comwww.google-analytics.comanalytics.google.comexactmetrics.com
Frequently asked questions about ExactMetrics
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Which cookies does ExactMetrics set?
ExactMetrics deploys Google Analytics, so it sets Google Analytics cookies: _ga and _ga_ container id store a pseudonymous client identifier for up to two years, and the older _gid lasts 24 hours. These are analytics cookies, not strictly necessary ones, and they require consent.
Do I need consent to use ExactMetrics?
Yes. The Google Analytics cookies it deploys are analytics trackers, so they require prior consent under article 5(3) of the ePrivacy Directive. Connect ExactMetrics to a consent management platform and keep the tag blocked until the visitor accepts analytics cookies.
What is the legal basis?
The Google Analytics cookies rely on consent under GDPR article 6(1)(a) and ePrivacy article 5(3). Legitimate interest is generally not accepted for Google Analytics in the EU because of the cross border data transfer and the involvement of Google.
Does ExactMetrics transfer data to the United States?
Yes, through Google Analytics. The data is processed by Google in the United States with Google Ireland as the EU controller, under the EU US Data Privacy Framework and standard contractual clauses. Enable IP anonymisation and document the transfer.
Do I need a DPIA?
It can be appropriate. Google Analytics has been scrutinised by European regulators over US transfers, so assess the data sent, the retention, the transfer mechanism and whether advertising features are on, especially if you do not anonymise data or use Consent Mode.
How do I implement ExactMetrics compliantly?
Enable Google Consent Mode and connect ExactMetrics to your CMP so the tag waits for consent, anonymise IP addresses, set a short retention in Google Analytics, disable unneeded advertising features, and confirm no _ga cookie is set before consent.
What are the alternatives to ExactMetrics?
If you want to avoid the Google Analytics transfer question, EU hosted analytics such as Matomo, Plausible, Fathom or SealMetrics can run cookieless and consent free. If you stay on Google Analytics, the choice of plugin does not change the consent and transfer obligations.
How do I keep my cookie policy up to date with ExactMetrics?
List Google Analytics, the _ga cookies, their purpose and the United States transfer in your cookie policy, and review it when you change events, retention or advertising features in ExactMetrics. Keep the consent categories aligned with how analytics is configured.
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