In reply to Will.
Thanks Will! We understand the concern and user privacy is really important to us. We have conducted a lot of work on our GA implementation to reduce the potential privacy risks and consequently we intend to continue using Google Analytics.
For example, our cookie banner gives clear accept/reject options, and unless this is accepted none of the Google Analytics code is executed. If users initially accept and then later change their mind we provide a clear way for them to opt out at a later date.
We also take measures to ensure the data we collect with GA cookies does not directly identify any users. This includes redacting any personal data from URLs / page titles, anonymising IP addresses and clearly stipulating in our Privacy Notice that we do not combine GA data with other data in a way that could identify users.
There’s more information in our privacy notice here: https://www.gov.uk/help/privacy-notice. Thanks, Tina