If you don't want to do business in the EU, sure. Collecting the data of EU citizens and using it for advertising purposes means you're doing business in the EU

If you don't want to do business in the EU, sure. Collecting the data of EU citizens and using it for advertising purposes means you're doing business in the EU though. This applies whether it's you doing the collecting or Google's "free" analytics service. Of course if you're a running a small website you'll probably get away with it. For now.