: Dealing with PII in Google Analytics I want to set up User ID in GA using GTM, by getting a UID via the cookie. The problem is that we store only the account email address in the cookie,

@Pope3001725

Can I somehow encrypt the email address from the cookie to a unique code in GTM
using Custom Javascript so that it's NOT personally identifiable


Absolutely you can. Unless it cannot be used by Google (or any third-party to match it to a person) - you could and should.
One option would be to hash it using SHA-256 (irreversible) and save the value to GA

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@Yeniel560

It appears that would violate the GA terms of service. According to this Analytics help page:


The Google Analytics terms of service, which all Google Analytics customers must adhere to, prohibits sending personally identifiable information (PII) to Google Analytics (such as names, social security numbers, email addresses, or any similar data), or data that permanently identifies a particular device (such as a mobile phone’s unique device identifier if such an identifier cannot be reset), even in hashed form. Your Google Analytics account could be terminated and your data destroyed if you use any of this information.

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