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This is part of Google Analytics and enhances the reports we can see with vertical markets and genders of visitors. it is part of the aggregated data that google collects
Aggregated data through a web analytical service called Google Analytics which provides statistical or demographic data. Aggregated data however is not considered personal data in law as this data does not directly reveal your identity. For example, we may aggregate usage data to calculate the percentage of users accessing a specific website page or which days have more visitors.
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