Why Google Analytics 4 (GA4) isn't your best friend if you need HIPAA compliance: Here's what to do instead

Navigating the maze of HIPAA compliance in the healthcare industry is a complex task. As healthcare providers look for robust solutions for understanding visitor behavior, analytics tools like Google Analytics 4 (GA4) may seem like a natural fit. However, Google is clear-cut: GA4 doesn't play well with HIPAA regulations.

Why should this matter to you, and what alternatives should you consider? Let's unravel this conundrum!

What Google says, loud and clear

First and foremost, it's essential to understand that Google is transparent about GA4's limitations. According to Google's official documentation, if you're subject to HIPAA regulations, you should avoid using GA4 on pages that display Protected Health Information (PHI). The kicker here is that Google explicitly refuses to sign what's known as a Business Associate Agreement (BAA) for data collection, leaving you vulnerable.

Dissecting the PHI puzzle

What is PHI, and why should you care? PHI stands for Protected Health Information, and it's any data that could link an individual's identity (think Personal Identifiable Information or PII) to their medical records or treatments. This could be as specific as an email address or as broad as a name. Notably, by default, Google collects a user's IP address, categorized as PII, placing you in a tricky spot.

URLs: The unsuspecting culprit

Imagine this realistic scenario: someone searches for "bipolar therapy near me" online. They click on a Google ad and land on a page whose URL is "/therapists/bipolar-disorder." GA4 will immediately collect this URL and the visitor's IP address. Because the URL can subtly hint at a person's health condition, you've inadvertently exposed PHI. It's a complex issue, and if a breach occurs, the liability is squarely on your shoulders, not Google's.

So, what can you do?

Option 1: Tread carefully with GA4

If you're set on GA4, you must buckle up for some precautionary measures. Here are some strategies:

• Masking URLs: Transform sensitive URLs into something generic, like "/url12345," before sending it to GA, reducing risks.

• Excluding Specific Events or Pages: This is an option, although it results in a considerable data loss, which nobody wants.

• Masking IP Addresses: While this prevents the exposure of PII, it disrupts the tracking of a user’s seamless journey on your website.

Option 2: Switch to a HIPAA-compliant analytics tool

Thankfully, you don't have to fly solo in the face of these challenges. Heap is not just HIPAA compliant but also signs BAAs with customers and requires all new hires to undergo HIPAA training as part of onboarding.

Furthermore, Heap offers real-time data analytics without requiring you to pre-define events, giving you a significant edge in understanding customer behavior in a compliant way. Solutions like Snowplow and Rudderstack also exist for tech-savvy people, but Heap stands out for its user-friendly approach and compliance focus.

Final thoughts and your next steps

HIPAA compliance isn't just a legal requirement; it's a pledge of trust between you and your patients. That's why it's crucial to make informed decisions, especially when it comes to analytics tools like GA4.

By being mindful of these intricacies, you can take the necessary steps to safeguard patient information. And if you're searching for an alternative that prioritizes compliance, Heap is worth a close look.