What data does Google Analytics prohibit collecting?Personally identifable informationPurchase amountProduct SKU(s)Billing city

Google Analytics prohibits the collection of personally identifiable information (PII). This includes data that can be used to identify an individual, such as names, email addresses, phone numbers, and any other information that can directly link back to an individual.

1. Personally Identifiable Information (PII): This is the primary type of data that Google Analytics strictly forbids. If PII is collected, it can lead to violations of user privacy and legal issues.

2. Purchase Amount, Product SKU(s), and Billing City: On the other hand, data like purchase amount, product SKU(s), and billing city are not classified as personally identifiable information, so they can be collected as part of eCommerce tracking in Google Analytics.

In summary, while Google Analytics allows the collection of transactional data and certain site interactions, it explicitly prohibits the collection of any data that can identify individual users. Always ensure compliance with privacy regulations when using analytics tools.