Google Analytics does not allow personally identifiable information (PII) such as names, email addresses, or phone numbers to be sent to it. This article explains how to keep attendee details out of GA4 while still tracking registrations.
At the checkout step, the registration dataLayer includes a page_buyer_info object containing buyername and email. This is provided so you can use it in your own systems (for example a CRM), but it must not be forwarded to Google Analytics.
Q: Does the completed-order data contain personal information?
The page_order_info object holds order id, transaction reference, currency, and amount — not names or emails. The name and email appear only in page_buyer_info at checkout.
Q: Can I still personalize follow-up emails?
Yes — use the buyer details in your own CRM or email tool. Just keep that data out of Google Analytics.
Q: What happens if PII reaches GA4?
It can violate Google's terms and put your data at risk of being deleted. Map only non-personal fields to GA4.
