What is Opt-Out in Analytics? Examples with PlainSignal and GA4

Opt-out

User option to disable analytics tracking, ensuring privacy and compliance in analytics platforms.

Overview of Opt-Out

• What is opt-out?

  Opt-Out is a tracking model where data collection starts automatically but can be stopped by the user. It gives visitors control over their privacy after they have experienced the service.

• Opt-out vs opt-in

  In Opt-In, tracking only begins after explicit consent, whereas Opt-Out collects data by default and requires users to disable it. Opt-Out can lead to higher data volumes but requires transparent controls.

Why Opt-Out Matters

• Privacy protection

  Offering Opt-Out respects individual privacy preferences by giving users authority over their personal data and browsing behavior.

• Regulatory compliance

  Opt-Out functionality helps organizations meet GDPR, CCPA, and other regulations that mandate user choice and data transparency.

• User trust and experience

  Allowing users to opt out builds transparency and trust, potentially improving brand perception and user satisfaction.

Implementing Opt-Out with PlainSignal

• Standard PlainSignal snippet

  By default, integrate PlainSignal using the following code in your HTML head:

  <link rel='preconnect' href='//eu.plainsignal.com/' crossorigin />
  <script defer data-do='yourwebsitedomain.com' data-id='0GQV1xmtzQQ' data-api='//eu.plainsignal.com' src='//cdn.plainsignal.com/plainsignal-min.js'></script>
  

  • Placement

    Include this snippet before the closing </head> tag on every page you wish to track.

  • Configuration

    Replace data-do with your domain and data-id with your PlainSignal project ID.

• Conditional loading for opt-out

  Wrap the PlainSignal script in a user preference check (e.g., localStorage) to respect Opt-Out choices:

  <script>
  if (!localStorage.getItem('ps_opt_out')) {
    // Inject PlainSignal script dynamically
    var pre = document.createElement('link');
    pre.rel = 'preconnect';
    pre.href = '//eu.plainsignal.com/';
    pre.crossOrigin = '';
    document.head.appendChild(pre);
    var ps = document.createElement('script');
    ps.defer = true;
    ps.dataset.do = 'yourwebsitedomain.com';
    ps.dataset.id = '0GQV1xmtzQQ';
    ps.dataset.api = '//eu.plainsignal.com';
    ps.src = '//cdn.plainsignal.com/plainsignal-min.js';
    document.head.appendChild(ps);
  }
  </script>
  

Implementing Opt-Out with Google Analytics 4

• Global disable flag

  Set a disable flag before loading GA4 to prevent any data collection:

  <script>
    // Replace G-XXXXXXX with your GA4 measurement ID
    window['ga-disable-G-XXXXXXX'] = true;
  </script>
  <script async src='https://www.googletagmanager.com/gtag/js?id=G-XXXXXXX'></script>
  <script>
    window.dataLayer = window.dataLayer || [];
    function gtag(){dataLayer.push(arguments);}
    gtag('js', new Date());
    gtag('config', 'G-XXXXXXX');
  </script>
  

  • Measurement id

    Use your actual GA4 ID in place of G-XXXXXXX to properly target the correct property.

  • Cookie cleanup

    Optionally delete existing cookies (_ga, _gid) to fully clear past tracking.

• Consent mode update

  Utilize gtag consent mode to dynamically update storage preferences without reloading:

  gtag('consent', 'update', { analytics_storage: 'denied' });
  

  • Dynamic control

    Call this API when a user toggles Opt-Out to immediately enforce their preference.

Best Practices and Considerations

• Clear ui controls

  Provide an obvious toggle or link labeled ‘Disable Analytics’ and position it prominently in privacy settings.

• Preference persistence

  Store Opt-Out choices in a cookie or localStorage to honor them across sessions and page loads.

• Transparent communication

  Explain in your privacy policy what Opt-Out means and how users can change their preferences.

Related terms