{"id":82,"date":"2025-07-26T11:55:07","date_gmt":"2025-07-26T09:55:07","guid":{"rendered":"http:\/\/sabatka.net\/cs\/?p=82"},"modified":"2025-10-25T21:29:44","modified_gmt":"2025-10-25T19:29:44","slug":"gtm-v-rozporu-s-gdpr","status":"publish","type":"post","link":"https:\/\/www.sabatka.net\/cs\/gtm-v-rozporu-s-gdpr\/","title":{"rendered":"GTM v rozporu s GDPR"},"content":{"rendered":"\n<p>Soud v N\u011bmeck\u00e9m Hannoveru rozhodnul, \u017ee pou\u017e\u00edv\u00e1n\u00ed Google Tag Manageru (GTM) je v rozporu s GDPR. Tohle rozhodnut\u00ed m\u011b zaujalo &#8211; proto\u017ee se net\u00fdk\u00e1 m\u011b\u0159ic\u00ed nebo marketingov\u00e9 platformy, ale GTM &#8211; kter\u00fd by m\u011bl b\u00fdt &#8222;nezaujat\u00fd spou\u0161t\u011b\u010d&#8220; marketingov\u00fdch k\u00f3d\u016f.<\/p>\n\n\n\n<p>O co p\u0159esn\u011b \u0161lo? A jak\u00fd dopad to bude m\u00edt na m\u011b\u0159en\u00ed?<\/p>\n\n\n\n<p>Cel\u00fd text rozsudku je <a href=\"https:\/\/voris.wolterskluwer-online.de\/browse\/document\/230df5cf-d76c-4561-9499-e44445a96f11\" target=\"_blank\" rel=\"noopener\">na str\u00e1nk\u00e1ch Doln\u00edho Saska<\/a>. Nejsem pr\u00e1vn\u00edk a k p\u0159ekladu jsem pou\u017eil Google Translator (n\u011bmecky neum\u00edm). Tento \u010dl\u00e1nek neberte jako pr\u00e1vn\u00ed rady, ale jako m\u016fj pohled na situaci.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Jak bylo m\u011b\u0159en\u00ed webu postaveno<\/h2>\n\n\n\n<p>P\u0159esn\u00e9 \u0159e\u0161en\u00ed nen\u00ed zn\u00e1mo, z obhajoby jde ale odvodit:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Na webu byl Google Tag Manager, kter\u00fd se na\u010d\u00edtal hned po spu\u0161t\u011bn\u00ed str\u00e1nky.<br>GTM byl nastaven tak, aby podporoval Consent Mode 2. V\u00fdchoz\u00ed nastaven\u00ed u v\u0161ech tag\u016f bylo &#8222;denied&#8220;.<\/li>\n\n\n\n<li>Spou\u0161t\u011bla se funk\u010dn\u00ed cookie li\u0161ta.<br>Nejsem si jist, jestli spl\u0148ovala vizu\u00e1ln\u00ed po\u017eadavky GDPR na vzhled (p\u0159\u00edtomnost v\u0161ech tla\u010d\u00edtek, jejich velikosti), to ale nen\u00ed p\u0159edm\u011btem tohoto \u010dl\u00e1nku.<\/li>\n\n\n\n<li>Marketingov\u00e9 a m\u011b\u0159ic\u00ed k\u00f3dy se spou\u0161t\u011bly v\u017edy a\u017e po ud\u011blen\u00ed souhlasu.<\/li>\n<\/ul>\n\n\n\n<p>To bych ozna\u010dil jako &#8222;b\u011b\u017en\u00e9 nastaven\u00ed&#8220; podle Consent Mode 2.0 a doporu\u010den\u00ed Google. A takto je nastavena v\u011bt\u0161ina b\u011b\u017en\u00fdch web\u016f.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Mezi \u0159\u00e1dky&#8230;<\/h2>\n\n\n\n<p>Sou\u010d\u00e1st\u00ed rozsudku je pom\u011brn\u011b rozs\u00e1hl\u00e1 argumentace k tomu, pro\u010d st\u00e1vaj\u00edc\u00ed \u0159e\u0161en\u00ed nevyhovuje. Zde vyb\u00edr\u00e1m n\u011bkolik z\u00e1sadn\u00edch v\u011bc\u00ed (dovolil jsem si je zkr\u00e1tit a pro \u010ditelnost lehce upravit). A p\u0159id\u00e1v\u00e1m vlastn\u00ed interpretaci.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Rozsudek: GTM nen\u00ed slu\u017ebou v\u00fdslovn\u011b po\u017eadovanou u\u017eivateli webov\u00fdch str\u00e1nek, ani neposkytuje p\u0159idanou hodnotu ani funkci pro pou\u017e\u00edv\u00e1n\u00ed webov\u00fdch str\u00e1nek.<\/p>\n<\/blockquote>\n\n\n\n<p>GTM tedy nelze pova\u017eovat za technicky nezbytn\u011b nutn\u00fd pro funk\u010dnost webu.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Rozsudek: &#8230;GTM je nezbytn\u00fd z ekonomick\u00fdch d\u016fvod\u016f&#8230;, nep\u0159eva\u017euje to ale nad pr\u00e1vy u\u017eivatel\u016f&#8230;<\/p>\n<\/blockquote>\n\n\n\n<p>GTM nejde na\u010d\u00edtat v opr\u00e1vn\u011bn\u00e9m z\u00e1jmu. Je ot\u00e1zka, jak by toto soud posuzoval, pokud bychom se nebavili o tag manageru od Google, ale od n\u011bjak\u00e9ho jin\u00e9ho poskytovatele.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Rozsudek: Google Tag Manager je na\u010d\u00edt\u00e1n z dom\u00e9ny www.googletagmanager.com<\/p>\n<\/blockquote>\n\n\n\n<p>Pokud na internetu cokoliv na\u010d\u00edt\u00e1te odkudkoliv, v\u017edycky p\u0159i tom p\u0159en\u00e1\u0161\u00edte IP adresu, cookies a informace o za\u0159\u00edzen\u00ed u\u017eivatele. To je sou\u010d\u00e1st\u00ed technologie, na kter\u00e9 je internet postaven a toto nejde zm\u011bnit. Tj. pokud na\u010d\u00edt\u00e1te GTM z dom\u00e9ny www.googletagmanager.com, v\u017edy spole\u010dnosti Google poskytujete osobn\u00ed \u00fadaje. Nav\u00edc t\u00edm pos\u00edl\u00e1te data mimo EU. A to je\u0161t\u011b p\u0159ed ud\u011blen\u00ed souhlasu.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>Rozsudek: \u017dalobce slu\u017ebu k t\u011bmto \u00fa\u010del\u016fm pou\u017e\u00edv\u00e1 a tvrd\u00ed, \u017ee samotn\u00fd Google Tag Manager nenastavuje ani ne\u010dte soubory cookie, ale pouze slu\u017eby spravovan\u00e9 t\u00edmto n\u00e1strojem.<\/p>\n<\/blockquote>\n\n\n\n<p>Podle m\u00e9ho m\u016f\u017ee m\u00edt v principu \u017ealobce pravdu, GTM by cookies bez souhlasu \u010d\u00edst nemusel. Do jeho k\u00f3du ale nevid\u00edte a nem\u016f\u017eete s ur\u010ditost\u00ed tvrdit, jestli to opravdu d\u011bl\u00e1, nebo ne.<br>P\u0159i samotn\u00e9m na\u010dten\u00ed GTM ale k p\u0159enosu IP adres, cookies atd. rozhodn\u011b doch\u00e1z\u00ed.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Jak tedy nastavovat GTM<\/h2>\n\n\n\n<p>Pou\u017e\u00edvat Server-Side GTM (SGTM) nebo Google Tag Gateway? Jin\u00fd n\u00e1stroj? Jak to m\u00e1 b\u00fdt spr\u00e1vn\u011b?<\/p>\n\n\n\n<p>To u\u017e se v rozsudku bohu\u017eel neprav\u00ed.<\/p>\n\n\n\n<p>Jednoduch\u00e9 vlo\u017een\u00ed GTM nen\u00ed v souladu s GDPR. A\u0165 m\u00e1te nastaven Consent Mode 2.0 nebo ne.<\/p>\n\n\n\n<p>Poj\u010fme se mrknout na jin\u00e9 mo\u017enosti.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Google Tag Manager<\/h3>\n\n\n\n<p>V\u00edme, \u017ee GTM nen\u00ed technicky nezbytn\u011b nutn\u00e9. Pot\u0159ebujeme technick\u00e9 \u0159e\u0161en\u00ed, kter\u00e9 bude respektovat souhlas (prvn\u00ed \u0159e\u0161en\u00ed) nebo ho obh\u00e1j\u00edme jako opr\u00e1vn\u011bn\u00fd z\u00e1jem (ostatn\u00ed).<\/p>\n\n\n\n<p>M\u00e1te n\u011bkolik mo\u017enost\u00ed, jak s GTM pracovat:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li><strong>GTM z dom\u00e9ny www.googletagmanager.com na\u010d\u00edtat a\u017e po ud\u011blen\u00ed n\u011bjak\u00e9ho souhlasu<\/strong><br>P\u0159ed ud\u011blen\u00edm souhlasu skript \u00fapln\u011b blokovat. N\u011bkter\u00e9 cookie li\u0161ty toto umo\u017e\u0148uj\u00ed samy. Nebo by v\u00e1m s t\u00edm musel pomoct program\u00e1tor.<br>Respektujeme souhlas u\u017eivatele s m\u011b\u0159en\u00edm.<br><strong>Za m\u011b OK.<\/strong><br><\/li>\n\n\n\n<li><strong>Pou\u017eit\u00ed Google Tag Gateway<\/strong><br>GTG vzniklo jako projekt Google a Cloudflare. Technicky jde request jdou z <a href=\"https:\/\/blog.cloudflare.com\/google-tag-gateway-for-advertisers\/\" target=\"_blank\" rel=\"noopener\">prohl\u00ed\u017ee\u010de p\u0159es Cloudflare, kde p\u0159esm\u011brov\u00e1n na endpoint Google<\/a>. Nikde jsem ale nena\u0161el, \u017ee by Cloudflare odstra\u0148ovalo p\u016fvodn\u00ed IP adresu, cookies apod.<br>V p\u0159\u00edpad\u011b sporu je to podle m\u011b sp\u00ed\u0161e neobhajiteln\u00e9, tj. <strong>za m\u011b sp\u00ed\u0161e NE<\/strong>.<br><\/li>\n\n\n\n<li><strong>Pou\u017eit\u00ed SGTM na Google Cloud<\/strong><br>Pokud hostujete SGTM na Google Cloud Run, st\u00e1le jdou p\u0159i na\u010dten\u00ed GTM u\u017eivatelsk\u00e1 data na servery Googlu, by\u0165 na va\u0161i placenou slu\u017ebu.<br>A nejsem si jist, jak by toto hodnotila legislativa, nicm\u00e9n\u011b <strong>za m\u011b sp\u00ed\u0161e NE<\/strong>.<br><\/li>\n\n\n\n<li><strong>Pou\u017eit\u00ed SGTM hostovan\u00fd mimo Google ekosyst\u00e9m<\/strong><br>Tady p\u0159edpokl\u00e1d\u00e1m, \u017ee jste schopni SGTM obalit firewallem a m\u00e1te pod kontrolou, co p\u0159esn\u011b kam pos\u00edl\u00e1te.<br><strong>Za m\u011b sp\u00ed\u0161 OK.<\/strong><br><\/li>\n\n\n\n<li><strong>Pou\u017e\u00edt proxy pro GTM (nebo SGTM) a GTAG<\/strong><br>M\u016f\u017eete si ud\u011blat vlastn\u00ed &#8222;krabi\u010dku&#8220;, p\u0159es kterou pote\u010de request, o\u010dist\u00edte ho o v\u0161echno a pak p\u0159ed\u00e1te data d\u00e1l.<br><strong>Za m\u011b OK.<\/strong><br><\/li>\n\n\n\n<li><strong>Pou\u017e\u00edt n\u011bjakou alternativu GTM na vlastn\u00edm hostingu<\/strong><br>Existuje n\u011bkolik alternativ GTM, a to <a href=\"https:\/\/european-alternatives.eu\/de\/alternativen-zu\/google-tag-manager\" target=\"_blank\" rel=\"noopener\">european-alternatives.eu<\/a> nebo na <a href=\"https:\/\/omr.com\/de\/reviews\/product\/google-tag-manager\/alternatives\" target=\"_blank\" rel=\"noopener\">omr.com<\/a>. Pokud pou\u017eiji alternativn\u00ed n\u00e1stroj, ide\u00e1ln\u011b na vlastn\u00edm hostingu, v\u011b\u0159\u00edm, \u017ee toto m\u016f\u017ee b\u00fdt v opr\u00e1vn\u011bn\u00e9m z\u00e1jmu.<br><strong>Za m\u011b OK.<\/strong><br><\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Google Analytics 4 a Google Ads<\/strong><\/h3>\n\n\n\n<p>Bez souhlasu pos\u00edlaj\u00ed GA4 a GAds ve v\u00fdchoz\u00edm nastaven\u00ed Consent Mode 2.0 na servery Google &#8222;anonymn\u00ed pingy&#8220;. P\u0159i tom neumis\u0165uj\u00ed cookies. Ale &#8211; jak u\u017e bylo zm\u00edn\u011bno v\u00fd\u0161e &#8211; v\u017edy, kdy\u017e pos\u00edl\u00e1te cokoliv na internetu, je v\u017edy p\u0159enesena IP adresa u\u017eivatele a ostatn\u00ed cookies platn\u00e9 pro danou dom\u00e9nu. Ve v\u00fdsledku tedy anonymn\u00ed pingy nejsou anonymn\u00ed.<\/p>\n\n\n\n<div style=\"height:100px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<h2 class=\"wp-block-heading\">Co d\u00e1l<\/h2>\n\n\n\n<p>Pokud jste webov\u00fd analytik, vezte, \u017ee Consent Mode 2.0 nen\u00ed z\u00e1rukou toho, \u017ee m\u00e1te v\u0161e v po\u0159\u00e1dku. A pokud spol\u00e9h\u00e1te v nastaven\u00ed jen na toto, pak je mo\u017en\u00e1 na \u010dase p\u0159ehodnotit p\u0159\u00edstup.<\/p>\n\n\n\n<p>Pokud jste majitel webu, ov\u011b\u0159te si, jak p\u0159esn\u011b m\u00e1te m\u011b\u0159en\u00ed nastaveno. Dok\u00e1\u017eete opravdu opravdu danou konfiguraci obh\u00e1jit, pokud v\u00e1m p\u0159ijde z \u00fa\u0159adu dopis?<\/p>\n\n\n\n<p>Pot\u0159ebujete s t\u00edm pomoct?<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/www.sabatka.net\/cs\/kontakt\/\">Napi\u0161te mi<\/a><\/div>\n\n\n\n<div class=\"wp-block-button linkedinShare\"><a class=\"wp-block-button__link wp-element-button\" href=\"#\">Sd\u00edlet na LinkedIN<\/a><\/div>\n<\/div>\n\n\n\n<p class=\"linkedinShare\"><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Soud v N\u011bmeck\u00e9m Hannoveru rozhodnul, \u017ee pou\u017e\u00edv\u00e1n\u00ed Google Tag Manageru (GTM) je v rozporu s GDPR. Tohle rozhodnut\u00ed m\u011b zaujalo &#8211; proto\u017ee se net\u00fdk\u00e1 m\u011b\u0159ic\u00ed nebo marketingov\u00e9 platformy, ale GTM &#8211; kter\u00fd by m\u011bl b\u00fdt &#8222;nezaujat\u00fd spou\u0161t\u011b\u010d&#8220; marketingov\u00fdch k\u00f3d\u016f. O co p\u0159esn\u011b \u0161lo? A jak\u00fd dopad to bude m\u00edt na m\u011b\u0159en\u00ed? Cel\u00fd text rozsudku je [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":226,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8,10],"tags":[],"class_list":["post-82","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-gdpr","category-gtm"],"_links":{"self":[{"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/posts\/82","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/comments?post=82"}],"version-history":[{"count":28,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/posts\/82\/revisions"}],"predecessor-version":[{"id":489,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/posts\/82\/revisions\/489"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/media\/226"}],"wp:attachment":[{"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/media?parent=82"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/categories?post=82"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.sabatka.net\/cs\/wp-json\/wp\/v2\/tags?post=82"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}