{"id":7014004,"date":"2026-08-03T08:01:47","date_gmt":"2026-08-03T08:01:47","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/us-data-privacy-act-guide-for-marketing-teams-analytics-platform\/"},"modified":"2026-08-03T08:01:47","modified_gmt":"2026-08-03T08:01:47","slug":"us-data-privacy-act-guide-for-marketing-teams-analytics-platform","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=7014004","title":{"rendered":"US data privacy act guide for marketing teams &#8211; Analytics Platform"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p class=\"wp-block-paragraph\">Data is everywhere. So are the rules that guard it.<\/p>\n<p class=\"wp-block-paragraph\">Businesses in the US are caught between growing consumer expectations, new data privacy laws and concerns about potential fines. Yet there is still no single federal data privacy act that lays out exactly how an organisation must handle personal or sensitive\u00a0data.<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"586\" src=\"data:image\/svg+xml;base64,PHN2ZyB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHZpZXdCb3g9IjAgMCAxOTk5IDExNDMiIHdpZHRoPSIxOTk5IiBoZWlnaHQ9IjExNDMiIGRhdGEtdT0iaHR0cHMlM0ElMkYlMkZtYXRvbW8ub3JnJTJGd3AtY29udGVudCUyRnVwbG9hZHMlMkYyMDI2JTJGMDYlMkZpbWFnZTEucG5nIiBkYXRhLXc9IjE5OTkiIGRhdGEtaD0iMTE0MyIgZGF0YS1iaXA9IiI+PC9zdmc+\" data-spai=\"1\" alt=\"An infographic showing the US's lack of a data privacy act.\" class=\"wp-image-97460\" srcset=\" \" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\"\/><noscript data-spai=\"1\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"586\" src=\"https:\/\/m-img.org\/spai\/q_lossless+ret_img+to_webp\/matomo.org\/wp-content\/uploads\/2026\/06\/image1-1024x586.png\" data-spai-egr=\"1\" alt=\"An infographic showing the US's lack of a data privacy act.\" class=\"wp-image-97460\" srcset=\"https:\/\/m-img.org\/spai\/q_lossless+ret_img+to_webp\/matomo.org\/wp-content\/uploads\/2026\/06\/image1-1024x586.png 1024w, https:\/\/m-img.org\/spai\/q_lossless+ret_img+to_webp\/matomo.org\/wp-content\/uploads\/2026\/06\/image1-450x257.png 450w, https:\/\/m-img.org\/spai\/q_lossless+ret_img+to_webp\/matomo.org\/wp-content\/uploads\/2026\/06\/image1-768x439.png 768w, https:\/\/m-img.org\/spai\/q_lossless+ret_img+to_webp\/matomo.org\/wp-content\/uploads\/2026\/06\/image1-1536x878.png 1536w, https:\/\/m-img.org\/spai\/q_lossless+ret_img+to_webp\/matomo.org\/wp-content\/uploads\/2026\/06\/image1.png 1999w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\"\/><\/noscript><\/figure>\n<p class=\"wp-block-paragraph\">Instead, they must comply with a mix of state rules, sector laws and guidance from different regulators, all while their teams need reliable data to make decisions. It\u2019s confusing, and waiting for clarity can feel risky.<\/p>\n<p class=\"wp-block-paragraph\">This article will explain the current US landscape, highlight key risks and opportunities for marketers and data analysts and show practical steps they can take now to prepare.<\/p>\n<h2 class=\"wp-block-heading\">Is there a federal Data Privacy Act in the US?<\/h2>\n<p class=\"wp-block-paragraph\">The short answer is: no. There isn\u2019t a single, comprehensive federal \u201cData Privacy Act\u201d\u00a0in the United States that governs how every organisation collects and uses personal data. In its place is a patchwork of sector- and state-based laws.<\/p>\n<p class=\"wp-block-paragraph\">While this may seem appealing to those who favour less regulation, it makes it harder for marketers and analysts to do their job. They have to learn how different rules overlap, where they conflict and how they apply to <a href=\"https:\/\/www.google.com\/url?q=https:\/\/matomo.org\/blog\/2025\/12\/advanced-marketing-analytics\/&amp;sa=D&amp;source=editors&amp;ust=1776514833637005&amp;usg=AOvVaw38Id6IN2_ExCnS5KwTs0aW\">their analytics tools<\/a>, as well as maintain compliance with any laws in countries or regions where they do business internationally.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h.82acyon3d0vz\">Sector-specific\u00a0federal laws<\/h3>\n<p class=\"wp-block-paragraph\">At the federal level, the United States regulates personal data through industry- and use-specific statutes. A few of the most important examples are:<\/p>\n<ul class=\"wp-block-list\">\n<li>Health data: The <a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.hhs.gov\/hipaa\/index.html&amp;sa=D&amp;source=editors&amp;ust=1776514833637520&amp;usg=AOvVaw0ioLZUagZEK_OKp2D7SmAH\">Health Insurance Portability and Accountability Act (HIPAA)<\/a>\u00a0sets strict rules for how covered entities handle protected health information. If campaigns touch hospitals, insurers or clinics, marketing teams need to understand how HIPAA shapes what can be tracked, stored and shared.<\/li>\n<li>Children\u2019s data: The <a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.ftc.gov\/legal-library\/browse\/rules\/childrens-online-privacy-protection-rule-coppa&amp;sa=D&amp;source=editors&amp;ust=1776514833637888&amp;usg=AOvVaw0P2AcIy4hlt5xML3J6uH6i\">Children\u2019s Online Privacy Protection Act (COPPA)<\/a>\u00a0regulates how websites and online services collect personal data from children under 13. It affects consent flows, tracking and the type of profiling they can run on younger audiences.<\/li>\n<li>Financial data: The <a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.ftc.gov\/business-guidance\/privacy-security\/gramm-leach-bliley-act&amp;sa=D&amp;source=editors&amp;ust=1776514833638176&amp;usg=AOvVaw1OXENPHeKq7qZcYNfMNzAs\">Gramm-Leach-Bliley Act (GLBA)<\/a>\u00a0governs how financial institutions safeguard consumer financial information. It has a direct impact on data security practices, internal access controls and some types of marketing based on financial history.<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">These sector rules sit alongside separate data breach notification laws and data security laws at the federal and state levels. As a result, two companies can face very different obligations depending on the type of consumer\u2019s personal data they handle, even if they use similar <a href=\"https:\/\/www.google.com\/url?q=https:\/\/matomo.org\/blog\/2025\/11\/website-analytics-software\/&amp;sa=D&amp;source=editors&amp;ust=1776514833638642&amp;usg=AOvVaw371ho3QeazSOM6zCtKsdlZ\">analytics tools<\/a>.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h.x7flbglgi8fl\">State-level\u00a0privacy laws<\/h3>\n<p class=\"wp-block-paragraph\">Many states have started to build their own frameworks to protect their residents\u2019 data.\u00a0These data privacy laws give them specific consumer rights and place duties on each data controller that has controlled or processed their personal data.<\/p>\n<p class=\"wp-block-paragraph\">A few of the key laws to know:<\/p>\n<ul class=\"wp-block-list\">\n<li>California: The <a href=\"https:\/\/www.google.com\/url?q=https:\/\/oag.ca.gov\/privacy\/ccpa&amp;sa=D&amp;source=editors&amp;ust=1776514833639166&amp;usg=AOvVaw3-T71L-rpDMVkWvfUX0rLE\">California Consumer Privacy Act<\/a><a href=\"https:\/\/www.google.com\/url?q=https:\/\/oag.ca.gov\/privacy\/ccpa&amp;sa=D&amp;source=editors&amp;ust=1776514833639210&amp;usg=AOvVaw0EUWzA2Nmpud-LVDmdcIer\">\u00a0(CCPA)<\/a>, as updated by the California Privacy Rights Act, gives broad consumer rights such as access, deletion and the right to opt out of the sale or sharing of personal data, requiring a visible \u201cDo Not Sell or Share My Personal Information\u201d link. It also covers rules for de-identified data, which affects how businesses anonymise identifiers used for analytics and measurement.<\/li>\n<li>Virginia: The <a href=\"https:\/\/www.google.com\/url?q=https:\/\/law.lis.virginia.gov\/vacodefull\/title59.1\/chapter53\/&amp;sa=D&amp;source=editors&amp;ust=1776514833639656&amp;usg=AOvVaw2Ufze4wUUCmP6iKOKarvG_\">Virginia Consumer Data Protection Act (VCDPA)<\/a>\u00a0sets out consumer rights and detailed controller obligations. It covers profiling, targeted advertising and sensitive categories like biometric data or precise geolocation data. Its rules often require businesses to perform protection assessments for higher-risk processing.<\/li>\n<li>Colorado: The <a href=\"https:\/\/www.google.com\/url?q=https:\/\/coag.gov\/resources\/colorado-privacy-act\/&amp;sa=D&amp;source=editors&amp;ust=1776514833640046&amp;usg=AOvVaw330HSnrdodVmKuIOld-41C\">Colorado Privacy Act (CPA)<\/a>\u00a0requires businesses to honour a universal opt-out mechanism for targeted advertising and the sale of personal data. That means they must respect a browser-level signal, instead of just their own consent banner.<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">This list is far from complete, as <a href=\"https:\/\/www.google.com\/url?q=https:\/\/pro.bloomberglaw.com\/insights\/privacy\/state-privacy-legislation-tracker\/&amp;sa=D&amp;source=editors&amp;ust=1776514833640353&amp;usg=AOvVaw0mmKqyj39rj6Y8dECzJYnv\">close to half of all US states<\/a>\u00a0have similar laws, including the <a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.texasattorneygeneral.gov\/consumer-protection\/file-consumer-complaint\/consumer-privacy-rights\/texas-data-privacy-and-security-act&amp;sa=D&amp;source=editors&amp;ust=1776514833640502&amp;usg=AOvVaw2E23H1eyi6fVCbKK7HS_3F\">Texas Data Privacy and Security Act<\/a>, the <a href=\"https:\/\/www.google.com\/url?q=https:\/\/archive.legmt.gov\/bills\/2023\/billpdf\/SB0384.pdf&amp;sa=D&amp;source=editors&amp;ust=1776514833640594&amp;usg=AOvVaw0H8J84xvzChdqNn1ti26mK\">Montana Consumer Data Privacy Act<\/a>\u00a0and the <a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.oregon.gov\/rea\/newsroom\/pages\/2025-oren-j\/the-oregon-consumer-privacy-act.aspx&amp;sa=D&amp;source=editors&amp;ust=1776514833640693&amp;usg=AOvVaw39iLd0zmJcYYNAu2YXkNLY\">Oregon Consumer Privacy Act<\/a>.<\/p>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"586\" src=\"data:image\/svg+xml;base64,PHN2ZyB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHZpZXdCb3g9IjAgMCAxOTk5IDExNDMiIHdpZHRoPSIxOTk5IiBoZWlnaHQ9IjExNDMiIGRhdGEtdT0iaHR0cHMlM0ElMkYlMkZtYXRvbW8ub3JnJTJGd3AtY29udGVudCUyRnVwbG9hZHMlMkYyMDI2JTJGMDYlMkZpbWFnZTMucG5nIiBkYXRhLXc9IjE5OTkiIGRhdGEtaD0iMTE0MyIgZGF0YS1iaXA9IiI+PC9zdmc+\" data-spai=\"1\" alt=\"An infographic showing some examples of sector- and state-level data privacy laws in the US.\" class=\"wp-image-97462\" srcset=\" \" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\"\/><noscript data-spai=\"1\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"586\" src=\"https:\/\/m-img.org\/spai\/q_lossless+ret_img+to_webp\/matomo.org\/wp-content\/uploads\/2026\/06\/image3-1024x586.png\" data-spai-egr=\"1\" alt=\"An infographic showing some examples of sector- and state-level data privacy laws in the US.\" class=\"wp-image-97462\" srcset=\"https:\/\/m-img.org\/spai\/q_lossless+ret_img+to_webp\/matomo.org\/wp-content\/uploads\/2026\/06\/image3-1024x586.png 1024w, https:\/\/m-img.org\/spai\/q_lossless+ret_img+to_webp\/matomo.org\/wp-content\/uploads\/2026\/06\/image3-450x257.png 450w, https:\/\/m-img.org\/spai\/q_lossless+ret_img+to_webp\/matomo.org\/wp-content\/uploads\/2026\/06\/image3-768x439.png 768w, https:\/\/m-img.org\/spai\/q_lossless+ret_img+to_webp\/matomo.org\/wp-content\/uploads\/2026\/06\/image3-1536x878.png 1536w, https:\/\/m-img.org\/spai\/q_lossless+ret_img+to_webp\/matomo.org\/wp-content\/uploads\/2026\/06\/image3.png 1999w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\"\/><\/noscript><\/figure>\n<p class=\"wp-block-paragraph\">Sector-level laws (e.g., HIPAA, COPPA and GLBA) and state-level laws (e.g., CCPA, VCDPA and CPA) exist, but there is not yet a single overarching federal law.<\/p>\n<p class=\"wp-block-paragraph\">Together, these state-level privacy regulations form a moving target. Each one defines personal data slightly differently and draws its own line between categories like pseudonymous and de-identified.<\/p>\n<p class=\"wp-block-paragraph\">For many teams that rely on analytics, tracking a visitor\u2019s state is a necessity for compliance.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h.4yka18sluacu\">Data privacy risks and challenges for businesses<\/h2>\n<p class=\"wp-block-paragraph\">The biggest challenge in the United States isn\u2019t one strict law. It\u2019s the many different ones.<\/p>\n<p class=\"wp-block-paragraph\">For businesses operating across state lines, compliance means tracking:<\/p>\n<ul class=\"wp-block-list\">\n<li>How each state defines personal data<\/li>\n<li>Which consumer rights apply<\/li>\n<li>How to respect opt-outs from targeted advertising or consumer data sales<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">One resident might see a universal opt-out link, while another only has a basic cookie banner. If an organisation can\u2019t prove that it followed these laws, an attorney general can open an investigation after a complaint or a breach.<\/p>\n<p class=\"wp-block-paragraph\">Privacy notices and consent flows also vary by location.<\/p>\n<p class=\"wp-block-paragraph\">Some states require clear \u201cDo Not Sell My Personal Information\u201d links. Others focus on how to handle sensitive categories, such as health or location data.<\/p>\n<p class=\"wp-block-paragraph\">Organisations must know:<\/p>\n<ul class=\"wp-block-list\">\n<li>Where data is stored<\/li>\n<li>Who has access to it<\/li>\n<li>How to respond in the event of a data breach<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">Without this, it becomes hard to honour deletion requests, manage de-identified data correctly or prove that they handled information responsibly.<\/p>\n<p class=\"wp-block-paragraph\">The risk isn\u2019t just regulatory. It impacts brand trust and reputation.<\/p>\n<p class=\"wp-block-paragraph\">When the <a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.ibm.com\/reports\/data-breach&amp;sa=D&amp;source=editors&amp;ust=1776514833642570&amp;usg=AOvVaw2SnZgFLGjKCjRaEpnqNFml\">most frequently targeted data category<\/a>\u00a0is personally identifiable information, trust becomes a competitive factor. Organisations that apply consistent privacy protections across all states, not just when required, are often better positioned for long-term credibility (and future laws).<\/p>\n<h2 class=\"wp-block-heading\" id=\"h.6wh2smg31stg\">Preparing now with privacy by design<\/h2>\n<p class=\"wp-block-paragraph\">No one can control when or how a federal data privacy act will finally pass, but organisations can control how ready they are when it does. Privacy by design is the philosophy that teams build respect for personal information into every system from day one, instead of waiting for a new law or, worse, a data breach.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h.jkfwvyazxpe\">Watching pending federal proposals<\/h3>\n<p class=\"wp-block-paragraph\">Several proposals have tried to create a single national framework for personal data. The failed <a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.congress.gov\/bill\/117th-congress\/house-bill\/8152&amp;sa=D&amp;source=editors&amp;ust=1776514833643580&amp;usg=AOvVaw0xI5d-Q9Aeb-v-3eXhcBc0\">American Data Privacy and Protection Act<\/a>\u00a0and the <a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.congress.gov\/crs-product\/LSB11161&amp;sa=D&amp;source=editors&amp;ust=1776514833643671&amp;usg=AOvVaw3Fn7I1MOWddGfZwfHmqem1\">American Privacy Rights Act<\/a>\u00a0serve as two examples.<\/p>\n<p class=\"wp-block-paragraph\">They include provisions around consumer rights, limits on the amount of collectable data and stronger enforcement powers for the Attorney General\u2019s office or the Federal Trade Commission.<\/p>\n<p class=\"wp-block-paragraph\">While any future bill is likely to look different, it likely will:<\/p>\n<ul class=\"wp-block-list\">\n<li>Give data subjects stronger privacy protections<\/li>\n<li>Set baseline rules for how a data controller uses sensitive information<\/li>\n<li>Expect businesses to run regular data protection assessments and show their data security practices are robust<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">By reviewing the protections granted in these bills and weighing them with those already passed in existing state- and sector-level legislation, organisations can future-proof their systems now and gain a competitive edge.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h.k71khywhsnul\">Moving closer to GDPR style frameworks<\/h3>\n<p class=\"wp-block-paragraph\">US organisations pivoting to a more privacy-friendly stance should also study the <a href=\"https:\/\/www.google.com\/url?q=https:\/\/matomo.org\/blog\/2025\/08\/gdpr-compliance\/&amp;sa=D&amp;source=editors&amp;ust=1776514833644620&amp;usg=AOvVaw3xfyWUArsnZ95IC3Faek-J\">European Union\u2019s GDPR<\/a>. Many of them already follow it because\u00a0they serve EU or EEA data subjects.<\/p>\n<p class=\"wp-block-paragraph\">It has requirements pertaining to:<\/p>\n<ul class=\"wp-block-list\">\n<li>Purpose limitation<\/li>\n<li>Clear legal bases<\/li>\n<li>Strict data breach notification requirements<\/li>\n<li>Careful handling of de-identified data<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">It also pushes organisations to document how they have controlled or processed the personal data of individuals.<\/p>\n<p class=\"wp-block-paragraph\">A future US consumer data privacy act is unlikely to copy GDPR word-for-word, but it might borrow many of the same themes, particularly around <a href=\"https:\/\/www.google.com\/url?q=https:\/\/matomo.org\/blog\/2025\/10\/data-minimisation\/&amp;sa=D&amp;source=editors&amp;ust=1776514833645235&amp;usg=AOvVaw3p5EcgTshs5-6FuS9zSm5_\">data minimisation<\/a>\u00a0and combining multiple data sources.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h.mme1n4ch6yw1\">Building privacy by design into analytics<\/h3>\n<p class=\"wp-block-paragraph\">The best strategy for companies is to prepare their analytics infrastructure now as if a unified federal law were already in place. That means they should:<\/p>\n<ul class=\"wp-block-list\">\n<li>Collect only the personal data truly needed for measurement<\/li>\n<li>Separate sensitive categories (such as consumer health data) wherever possible<\/li>\n<li>Define clear internal rules for data retention, access and deletion<\/li>\n<li>Choose analytics tools that honour consent choices and opt-outs by region<\/li>\n<li>Keep an inventory of where data is stored for quick request and incident response<\/li>\n<\/ul>\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"586\" src=\"data:image\/svg+xml;base64,PHN2ZyB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciIHZpZXdCb3g9IjAgMCAxOTk5IDExNDMiIHdpZHRoPSIxOTk5IiBoZWlnaHQ9IjExNDMiIGRhdGEtdT0iaHR0cHMlM0ElMkYlMkZtYXRvbW8ub3JnJTJGd3AtY29udGVudCUyRnVwbG9hZHMlMkYyMDI2JTJGMDYlMkZpbWFnZTQucG5nIiBkYXRhLXc9IjE5OTkiIGRhdGEtaD0iMTE0MyIgZGF0YS1iaXA9IiI+PC9zdmc+\" data-spai=\"1\" alt=\"An infographic showing some examples of sector- and state-level data privacy laws in the US.\" class=\"wp-image-97458\" srcset=\" \" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\"\/><noscript data-spai=\"1\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"586\" src=\"https:\/\/m-img.org\/spai\/q_lossless+ret_img+to_webp\/matomo.org\/wp-content\/uploads\/2026\/06\/image4-1024x586.png\" data-spai-egr=\"1\" alt=\"An infographic showing some examples of sector- and state-level data privacy laws in the US.\" class=\"wp-image-97458\" srcset=\"https:\/\/m-img.org\/spai\/q_lossless+ret_img+to_webp\/matomo.org\/wp-content\/uploads\/2026\/06\/image4-1024x586.png 1024w, https:\/\/m-img.org\/spai\/q_lossless+ret_img+to_webp\/matomo.org\/wp-content\/uploads\/2026\/06\/image4-450x257.png 450w, https:\/\/m-img.org\/spai\/q_lossless+ret_img+to_webp\/matomo.org\/wp-content\/uploads\/2026\/06\/image4-768x439.png 768w, https:\/\/m-img.org\/spai\/q_lossless+ret_img+to_webp\/matomo.org\/wp-content\/uploads\/2026\/06\/image4-1536x878.png 1536w, https:\/\/m-img.org\/spai\/q_lossless+ret_img+to_webp\/matomo.org\/wp-content\/uploads\/2026\/06\/image4.png 1999w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\"\/><\/noscript><\/figure>\n<p class=\"wp-block-paragraph\">Building privacy by design into your analytics infrastructure can be done by following the steps listed above.<\/p>\n<p class=\"wp-block-paragraph\">These best practices turn privacy by design into something concrete. Teams still get the insight they need, but they do so within a framework that respects data subjects, aligns with emerging data security laws and reduces the risk of painful changes later when a national data privacy law finally lands.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h.hxqlflc8k8jl\">Support compliance efforts with privacy-first analytics<\/h2>\n<p class=\"wp-block-paragraph\">Businesses based in states without strong data protection legislation are not exempt from compliance requirements if they conduct business across state lines.<\/p>\n<p class=\"wp-block-paragraph\">That means an eCommerce company based in Wyoming collecting personal data from customers in states like California or Virginia must follow each state\u2019s rules for every visit that makes its way into their analytics tools.<\/p>\n<p class=\"wp-block-paragraph\">As both state- and sector-level regulations change, the privacy by design approach becomes more practical than not. At some point, any material advantages eked out by pulling more personal data are offset by the time and monetary costs of reconfiguring analytics tools.<\/p>\n<p class=\"wp-block-paragraph\">A privacy-first platform helps teams:<\/p>\n<ul class=\"wp-block-list\">\n<li>Minimise the amount of consumer personal data they collect<\/li>\n<li>Respect consent choices by region<\/li>\n<li>Work more confidently with de-identified data<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">It also gives a clear view of which data controller is responsible for what, how data subjects can exercise their consumer privacy rights and how teams can prove that they processed data lawfully.<\/p>\n<p class=\"wp-block-paragraph\">Matomo is built on these ideas.<\/p>\n<p class=\"wp-block-paragraph\">We\u2019re an open source, privacy-first analytics suite that lets organisations own their data, deploy in the cloud or <a href=\"https:\/\/www.google.com\/url?q=https:\/\/matomo.org\/blog\/2025\/07\/open-source-analytics-platform\/&amp;sa=D&amp;source=editors&amp;ust=1776514833647715&amp;usg=AOvVaw10yTJmwW9GWwayZqQ_BWHd\">on-premise<\/a>\u00a0and configure tracking for compliance with strict regulations, like <a href=\"https:\/\/www.google.com\/url?q=https:\/\/matomo.org\/blog\/2025\/03\/ccpa-vs-gdpr-understanding-their-impact-on-data-analytics\/&amp;sa=D&amp;source=editors&amp;ust=1776514833647859&amp;usg=AOvVaw2NL_P790KP6amBIdCB6kCr\">CCPA<\/a> and <a href=\"https:\/\/www.google.com\/url?q=https:\/\/matomo.org\/faq\/new-to-piwik\/matomo-analytics-hipaa-compliance\/&amp;sa=D&amp;source=editors&amp;ust=1776514833647934&amp;usg=AOvVaw2Igow1sMx8LPe2oMW_JiXF\">HIPAA<\/a>.<\/p>\n<p class=\"wp-block-paragraph\">Features such as <a href=\"https:\/\/www.google.com\/url?q=https:\/\/matomo.org\/blog\/2025\/09\/cookie-regulation-cnil\/&amp;sa=D&amp;source=editors&amp;ust=1776514833648048&amp;usg=AOvVaw3JNtgDr6RH_QMfBbwGzsTg\">cookieless tracking<\/a>, flexible consent tools and detailed access controls make it easier to align with state rules on personal data and consumer health data without losing sight of key metrics.<\/p>\n<p class=\"wp-block-paragraph\">Matomo also avoids data sampling, which means compliance leads and analysts see the whole picture when they review behaviour or run data protection assessments. And <a href=\"https:\/\/www.google.com\/url?q=https:\/\/matomo.org\/blog\/2026\/02\/how-ai-is-reshaping-web-analytics-and-how-to-measure-real-human-traffic-in-2026\/&amp;sa=D&amp;source=editors&amp;ust=1776514833648448&amp;usg=AOvVaw2lB0Is0R_vDhjpg6htdFTf\">it can track AI chatbot and AI agent traffic<\/a>\u00a0for free, something most tools can\u2019t do.<\/p>\n<p class=\"wp-block-paragraph\">Choosing privacy-first analytics now gives your team a stable base. As new state statutes arrive or a future national data privacy act takes shape, you can adapt settings rather than rebuild your measurement stack from scratch.<\/p>\n<h2 class=\"wp-block-heading\" id=\"h.pi61gvauopso\">Staying ahead of any future US data privacy act<\/h2>\n<p class=\"wp-block-paragraph\">Personal data is everywhere, and the rules that guard it are only growing more complex. Even without a single federal data privacy act, state privacy laws and sector rules already shape how you collect, store and use personal data.<\/p>\n<p class=\"wp-block-paragraph\">The most practical move now is simple: review your analytics stack and choose tools that support privacy by design as a default, instead of as an afterthought.<\/p>\n<p class=\"wp-block-paragraph\">Start by mapping what you track, where it lives and which consent signals you respect, then phase out any platforms that cannot adapt to stricter requirements.<\/p>\n<p class=\"wp-block-paragraph\">Matomo was built for this kind of future. Over a million websites trust Matomo for accurate, unsampled reporting, strong privacy controls and full data ownership.<\/p>\n<p class=\"wp-block-paragraph\">Explore <a href=\"https:\/\/www.google.com\/url?q=https:\/\/matomo.org\/matomo-cloud\/&amp;sa=D&amp;source=editors&amp;ust=1776514833649478&amp;usg=AOvVaw3MaSx7dUsJIGqIhLmoH-cj\">Matomo Cloud<\/a>\u00a0or <a href=\"https:\/\/www.google.com\/url?q=https:\/\/matomo.org\/matomo-on-premise\/&amp;sa=D&amp;source=editors&amp;ust=1776514833649540&amp;usg=AOvVaw3X0z7dyuUjbT8nV9PDgCOl\">On-Premise<\/a>\u00a0to prepare your organisation for whatever comes next.<\/p>\n<h2 class=\"wp-block-heading\">Frequently asked questions<\/h2>\n<h3 class=\"wp-block-heading\" id=\"h.rcl5bnm6b3a9\">What is the DATA Privacy Act?<\/h3>\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.congress.gov\/bill\/117th-congress\/house-bill\/5807&amp;sa=D&amp;source=editors&amp;ust=1776514833649878&amp;usg=AOvVaw3R7UenOY1f0e4XwYGmPFmS\">H.R. 5807 from the 117th Congress (2021-2022)<\/a>, better known as the Digital Accountability and Transparency to Advance (DATA) Privacy Act, was a proposed federal bill to establish national data privacy standards in the United States.<\/p>\n<p class=\"wp-block-paragraph\">Like the American Data Privacy and Protection Act and the American Privacy Rights Act, the DATA Privacy Act failed to pass. However, a bill like it may pass in the future.<\/p>\n<h3 class=\"wp-block-heading\" id=\"h.ml13o1nbhaqd\">Which US states have data privacy laws?<\/h3>\n<p class=\"wp-block-paragraph\">As of early 2026, the <a href=\"https:\/\/www.google.com\/url?q=https:\/\/www.multistate.us\/insider\/2026\/2\/4\/all-of-the-comprehensive-privacy-laws-that-take-effect-in-2026&amp;sa=D&amp;source=editors&amp;ust=1776514833650399&amp;usg=AOvVaw0MUBA5Mou9IdOS8OHYSbtL\">following 20 states<\/a>\u00a0have data privacy regulations:<\/p>\n<ul class=\"wp-block-list\">\n<li>California<\/li>\n<li>Colorado<\/li>\n<li>Connecticut<\/li>\n<li>Delaware<\/li>\n<li>Florida<\/li>\n<li>Indiana<\/li>\n<li>Iowa<\/li>\n<li>Kentucky<\/li>\n<li>Maryland<\/li>\n<li>Minnesota<\/li>\n<li>Montana<\/li>\n<li>Nebraska<\/li>\n<li>New Hampshire<\/li>\n<li>New Jersey<\/li>\n<li>Oregon<\/li>\n<li>Rhode Island<\/li>\n<li>Tennessee<\/li>\n<li>Texas<\/li>\n<li>Utah<\/li>\n<li>Virginia<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">The following states have laws that will carry over or be introduced in 2026:<\/p>\n<ul class=\"wp-block-list\">\n<li>Georgia<\/li>\n<li>Hawaii<\/li>\n<li>Illinois<\/li>\n<li>Maine<\/li>\n<li>Massachusetts<\/li>\n<li>Michigan<\/li>\n<li>Mississippi<\/li>\n<li>New York<\/li>\n<li>North Carolina<\/li>\n<li>Oklahoma<\/li>\n<li>Pennsylvania<\/li>\n<li>Washington<\/li>\n<li>West Virginia<\/li>\n<li>Vermont<\/li>\n<li>Wisconsin<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">Alongside Washington, D.C., these states have no laws or current plans to enact them:<\/p>\n<ul class=\"wp-block-list\">\n<li>Alabama<\/li>\n<li>Alaska<\/li>\n<li>Arizona<\/li>\n<li>Arkansas<\/li>\n<li>Idaho<\/li>\n<li>Kansas<\/li>\n<li>Louisiana<\/li>\n<li>Missouri<\/li>\n<li>Nevada<\/li>\n<li>New Mexico<\/li>\n<li>North Dakota<\/li>\n<li>Ohio<\/li>\n<li>South Carolina<\/li>\n<li>South Dakota<\/li>\n<li>Wyoming<\/li>\n<\/ul>\n<h3 class=\"wp-block-heading\" id=\"h.gnqei6ks0j0x\">What is the Data Privacy Act of the Philippines?<\/h3>\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.google.com\/url?q=https:\/\/privacy.gov.ph\/data-privacy-act\/&amp;sa=D&amp;source=editors&amp;ust=1776514833652521&amp;usg=AOvVaw2teOQJjhcR4axLxBqMU1e_\">The Data Privacy Act<\/a>\u00a0is a Philippine law passed in 2012 that regulates the collection, processing, storage and sharing of personal data. It created the National Privacy Commission, the governing body responsible for its enforcement and applies to organisations operating in the Philippines, as well as those outside of the country working with the data of Philippine citizens and residents.<\/p>\n<p class=\"wp-block-paragraph\">It\u2019s similar in scope to the GDPR.<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Data is everywhere. So are the rules that guard it. Businesses in the US are caught between growing consumer expectations, new data privacy laws and concerns about potential fines. Yet there is still no single federal data privacy act that lays out exactly how an organisation must handle personal or sensitive\u00a0data. Instead, they must comply [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":7014015,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[7622,12765,11603,2059,8402,970,13325,12722],"dealstore":[],"offerexpiration":[],"class_list":["post-7014004","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-act","tag-analytics","tag-data","tag-guide","tag-marketing","tag-platform","tag-privacy","tag-teams"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>US data privacy act guide for marketing teams - Analytics Platform - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=7014004\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"US data privacy act guide for marketing teams - Analytics Platform - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Data is everywhere. 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