Personally Identifiable Information

Any data collected by GA4 must be free of Personally identifiable information (PII). This includes, but is not limited to:

  • Email addresses
  • Phone numbers
  • Postcodes

Each attribute page indicates if an attribute value is PII (Redact=true) and should be processed to redact the PII.

Read our PII documentation for more information on how we redact PII.