Personal data is any type of data that can be used to directly or indirectly identify an individual (data subject). Some examples of personal data are name, picture, phone number, address (which enable direct identification), as well as IP address or user name (which enable indirect identification).
The collection, processing and storage of personal data is strictly regulated by the GDPR. It is therefore important to know exactly how personal data is collected, managed and stored by your digital analytics provider. Your use of personal data must also be documented, and you must clearly inform your end users.