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[Music] hi everyone and welcome to another episode of ask learn grow the show where the reef team answer questions and share updates and insights from the digital marketing industry im joined today with uh our resident data wizard mike atard and uh were going to be talking about pii in the context of google analytics and so make it i guess over to you um what kind of constitutes uh when and when we say pii were talking about personally identifiable information and so what kind of constitutes uh piii and yeah do you want to take away uh the the show on on this weeks topic cool so yeah personally identifiable information can be things like uh email address phone number uh first and last name mailing address basically anything that allows google to be able to identify you as a person um and thats actually against googles terms and conditions yeah thats right and then it can be quite easily done this cant it as well in with ga because quite a few um website configurations might unk