IP address anonymization

IP masking in Google Analytics Universal

When collecting user behavior data from Google Analytics Universal to BigQuery, you might need to make a user’s IP address anonymous in order to meet the personal data protection recommendations, including the GDPR requirements.

OWOX BI supports the &aip parameter (Anonymize IP).

Having this parameter with any value in the data payload will mask a user’s IP address in hit and session data tables of the Google Analytics → Google BigQuery pipeline.

An in-depth technical explanation of the IP anonymization process is described in the Google Analytics support.

How to add the &aip parameter for different Google Analytics tracking methods, read in these articles:

• IP Anonymization with analytics.js
• IP Anonymization with gtag.js

IP masking in GA4

In Google Analytics 4, IP masking is not necessary since IP addresses are not logged or stored.