There is technically a way to link/unlink Google Analytics from Google Ads: https://support.google.com/google-ads/answer/1704341?co=ADWORDS.IsAWNCustomer%3Dfal

There is technically a way to link/unlink Google Analytics from Google Ads: https://support.google.com/google-ads/answer/1704341?co=ADWORDS.IsAWNCustomer%3Dfalse&hl=en https://support.google.com/google-ads/answer/1704341?co=ADWO... There are also ways to configure Google Analytics to fuzz IP addresses, essentially de-anonymizing them, as well as setting up explicit data retention periods. EDIT (responding to grandparent comment): Even so, I'm not sure it's disingenuous to call products adtech which are provided by a company whose main business is advertising, and which are often configured to contribute to the advertising business, even if it's possible to use them for purposes other than advertising. At that point, maybe it's just adtech that's being repurposed.