Google Analytics doesn’t allow collecting personally identifiable information (PII).
Personally identifiable information (PII) is any data you can potentially use to identify a particular person. The most common PII categories are full name, email address, home address, passport number, social security number, date of birth, driver’s license number, and credit card details.
The prohibition to send personally identifiable information (PII) is mentioned in terms of Service of Google Analytics. Therefore, each person registering in Google Analytics must accept these terms before using the tool.
Security and regulatory compliance are the main reasons behind the prohibition of PII processing. Google Analytics wants to prevent data leakage and disclosure of personal user’s details. By limiting the collection of personally identifiable information, Google Analytics eliminates the risk that attackers will learn how a specific person uses a certain website. The abusers also won’t be able to access any billing or financial details.