Google uses information collected from all its services for the listed purposes
Google states that it uses data to build better services and that it uses the information it collects from all of its services for the purposes that follow in this section. The phrase from all our services means the purposes apply to information pooled across Google services, not only within the service where it was collected.
Supporting quotations
We use data to build better services
We use the information we collect from all our services for the following purposes:
Qualifications & exceptions
The purposes are the ones listed in this section; a later card records that other purposes require consent.
Use & Processing · Company practice
Google uses your information to deliver its services, such as returning search results or suggesting recipients
Google uses your information to deliver its services. Its examples are processing the terms you search for in order to return results, and helping you share content by suggesting recipients from your contacts.
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Provide our services
We use your information to deliver our services, like processing the terms you search for in order to return results or helping you share content by suggesting recipients from your contacts.
Use & Processing · Company practice
Google uses your information to keep services working and to improve them
Google uses your information to ensure its services work as intended, for example tracking outages or troubleshooting issues you report. It also uses your information to improve services; its example is that understanding which search terms are most often misspelled helps improve the spell-check features used across its services.
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Maintain & improve our services
We also use your information to ensure our services are working as intended, such as tracking outages or troubleshooting issues that you report to us. And we use your information to make improvements to our services — for example, understanding which search terms are most frequently misspelled helps us improve spell-check features used across our services.
Use & Processing · Company practice
Google uses information from existing services to develop new ones; public information helps train its AI models
Google uses the information it collects in existing services to help develop new ones. Its example is that understanding how people organized photos in Picasa, Google's first photos app, helped it design and launch Google Photos. The later business-purposes section adds a specific form of this: Google uses publicly available information to help train its AI models and build products and features like Google Translate, Gemini Apps and Cloud AI capabilities.
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Develop new services
We use the information we collect in existing services to help us develop new ones. For example, understanding how people organized their photos in Picasa, Google’s first photos app, helped us design and launch Google Photos.
For example, we use publicly available information to help train Google’s AI models and build products and features like Google Translate, Gemini Apps, and Cloud AI capabilities.
Qualifications & exceptions
The AI-training statement in the business-purposes section refers to publicly available information; the policy does not state here what other information is used for model training.
Use & Processing · Company practice
Google uses data for analytics and to help advertisers measure campaigns, including your related Search activity
Google uses data for analytics and measurement to understand how its services are used, for example analyzing data about your visits to its sites to optimize product design. It also uses data about the ads you interact with, including your related Google Search activity, to help advertisers understand the performance of their ad campaigns, using tools that include its ad and analytics services.
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Measure performance
We use data for analytics and measurement to understand how our services are used. For example, we analyze data about your visits to our sites to do things like optimize product design. And we also use data about the ads you interact with, including your related Google Search activity, to help advertisers understand the performance of their ad campaigns. We use a variety of tools to do this, including ad and analytics services.
Not stated here
The policy does not say here in what form campaign-performance information reaches advertisers.
Use & Processing · Company practice
Google uses your email to contact you about suspicious activity and changes, and keeps a record if you contact it
Google uses information it collects, like your email address, to interact with you directly. It may send a notification if it detects suspicious activity, such as a sign-in attempt from an unusual location, or tell you about upcoming changes or improvements to its services. If you contact Google, it keeps a record of your request to help solve any issues you are facing.
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Communicate with you
We use information we collect, like your email address, to interact with you directly. For example, we may send you a notification if we detect suspicious activity, like an attempt to sign in to your Google Account from an unusual location. Or we may let you know about upcoming changes or improvements to our services. And if you contact Google, we’ll keep a record of your request in order to help solve any issues you might be facing.
Qualifications & exceptions
Notifications are stated as may send.
Not stated here
How long records of your requests are kept is not stated here.
Use & Processing · Company practice
Automated systems analyze your content for tailored results, ads and features, and to detect spam and malware
Google uses different technologies to process your information for the purposes above. Automated systems analyze your content to provide tailored search results, personalized ads or other features tailored to how you use its services. Google also analyzes your content to detect abuse such as spam, malware and illegal content, and uses algorithms to recognize patterns in data, with Google Translate detecting common language patterns in phrases you ask it to translate as the example.
Supporting quotations
We use different technologies to process your information for these purposes. We use automated systems that analyze your content to provide you with things like tailored search results, personalized ads, or other features tailored to how you use our services. And we analyze your content to help us detect abuse such as spam, malware, and illegal content. We also use algorithms to recognize patterns in data.
Qualifications & exceptions
Content analysis for abuse detection is stated without a settings qualifier; personalized ads and tailored results remain subject to the settings and limits in the personalization cards.
Use & Processing · Company commitment
Google will ask for your consent before using your information for a purpose not covered by this policy
Google commits to asking for your consent before using your information for a purpose that is not covered in this Privacy Policy. The purposes listed in this section and elsewhere in the policy therefore define what Google may do without asking again.
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We’ll ask for your consent before using your information for a purpose that isn’t covered in this Privacy Policy.
Qualifications & exceptions
Applies only to purposes not covered by the policy.
Use & Processing · Company commitment
When Google anonymizes data, it keeps policies and technical measures to avoid re-identifying it
Google points to further information about how it anonymizes data and states that when it anonymizes data to protect your privacy, it maintains policies and technical measures to avoid re-identifying that information. The retention cards note that deleted data may be retained in anonymized form, so this commitment governs what happens to such data.
Supporting quotations
You can also learn more about how Google anonymizes data. As described there, when Google anonymizes data to protect your privacy, we maintain policies and technical measures to avoid re-identifying that information.
Qualifications & exceptions
Applies to data Google anonymizes to protect your privacy.
Not stated here
The referenced page on how Google anonymizes data is not supplied.
Use & Processing · Company practice
For auditing and measurement, Google analyzes usage and may disclose non-identifiable information to partners
Under auditing and measurement, Google uses information for analytics and measurement to understand how its services are used and to fulfill obligations to partners like publishers, advertisers, developers or rights holders. It may disclose non-personally identifiable information publicly and with these partners, including for auditing purposes.
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Auditing and measurement: Google uses information for analytics and measurement to understand how our services are used, as well as to fulfill obligations to our partners like publishers, advertisers, developers, or rights holders. We may disclose non-personally identifiable information publicly and with these partners, including for auditing purposes.
Qualifications & exceptions
Disclosure to partners is of non-personally identifiable information.
Use & Processing · Company practice
Business purposes include maintaining services and research and development, including AI training on public information
Under maintaining its services, Google uses information to ensure services work as intended, such as tracking outages or troubleshooting bugs and other issues you report. Under research and development, Google uses information to improve its services and develop new products, features and technologies that benefit users and the public; its example is using publicly available information to help train Google's AI models and build products and features like Google Translate, Gemini Apps and Cloud AI capabilities.
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Maintaining our services: Google uses information to ensure our services are working as intended, such as tracking outages or troubleshooting bugs and other issues that you report to us.
Research and development: Google uses information to improve our services and to develop new products, features and technologies that benefit our users and the public. For example, we use publicly available information to help train Google’s AI models and build products and features like Google Translate, Gemini Apps, and Cloud AI capabilities.
Qualifications & exceptions
The AI-training example refers to publicly available information.
Not stated here
What non-public information, if any, is used for model training is not stated here.
Use & Processing · Company practice
Google processes identifiers, browsing and search activity, location and ad interactions to provide advertising
Under advertising, Google processes information to provide advertising, including online identifiers, browsing and search activity, and information about your location and your interactions with advertisements. Google says this keeps its services, and many of the websites and services you use, free of charge. You can control what information Google uses to show you ads in My Ad Center.
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Advertising: Google processes information to provide advertising, including online identifiers, browsing and search activity, and information about your location and interactions with advertisements. This keeps Google’s services and many of the websites and services you use free of charge. You can control what information we use to show you ads by visiting your ad settings in
Qualifications & exceptions
Ad information use is controllable through My Ad Center, and the earlier cards record the settings and limits on personalized ads.
Not stated here
My Ad Center is not supplied.
Use & Processing · Company practice
Delivering services: IP to send requested data, cookies to authenticate you, purchase details to fulfil orders
Google's examples of using information to deliver its services: it uses the IP address assigned to your device to send you the data you requested, such as loading a YouTube video; it uses unique identifiers stored in cookies on your device to help authenticate you as the person who should have access to your Google Account; photos and videos you upload to Google Photos are used to help you create albums, collages and other creations you can share; a flight confirmation email you receive may be used to create a check-in button in Gmail; and when you buy services or physical goods from Google, information like your shipping address or delivery instructions is used to process, fulfil and deliver your order and to provide support for what you bought.
Supporting quotations
deliver our services
Examples of how we use your information to deliver our services include:
We use the IP address assigned to your device to send you the data you requested, such as loading a YouTube video
We use unique identifiers stored in cookies on your device to help us authenticate you as the person who should have access to your Google Account
Photos and videos you upload to Google Photos are used to help you create albums, collages, and other creations that you can share.
A flight confirmation email you receive may be used to create a “check-in” button that appears in your Gmail
When you purchase services or physical goods from us, you may provide us information like your shipping address or delivery instructions. We use this information for things like processing, fulfilling, and delivering your order, and to provide support in connection with the product or service you purchase.
Qualifications & exceptions
The Gmail check-in example shows email content being read to generate features; the policy states it as may be used.
Use & Processing · Company practice
Device information helps you pick a device for Play installs or purchases and helps protect your account
As an example of using information from your devices, Google says it can help you decide which device to use to install an app or view a movie you buy from Google Play, and that it also uses this information to help protect your account.
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devices
For example, we can use information from your devices to help you decide which device you’d like to use to install an app or view a movie you buy from Google Play. We also use this information to help protect your account.
Use & Processing · Company practice
Google analyzes ad interactions to improve ads, monitors systems, and reviews past activity to fix feature problems
Illustrating ensure and improve, Google says it analyzes how people interact with advertising to improve the performance of its ads. Illustrating ensuring that services work as intended, it continuously monitors its systems for problems and, when something is wrong with a specific feature, reviews activity information collected before the problem started so it can fix things more quickly.
Supporting quotations
ensure and improve
For example, we analyze how people interact with advertising to improve the performance of our ads.
ensure our services are working as intended
For example, we continuously monitor our systems to look for problems. And if we find something wrong with a specific feature, reviewing activity information collected before the problem started allows us to fix things more quickly.
Qualifications & exceptions
Troubleshooting uses activity information already collected before a problem began.
Use & Processing · Company practice
Google uses cookies to analyze how people use its services and redesigns features based on that analysis
As an example of making improvements, Google uses cookies to analyze how people interact with its services; that analysis can help it build better products, for example by discovering that a task takes people too long or that they cannot finish certain steps, after which it can redesign the feature for everyone.
Supporting quotations
make improvements
For example, we use cookies to analyze how people interact with our services. And that analysis can help us build better products. For example, it may help us discover that it’s taking people too long to complete a certain task or that they have trouble finishing steps at all. We can then redesign that feature and improve the product for everyone.
Use & Processing · Company practice
Google processes content-removal requests to assess them and to ensure transparency and prevent abuse of the process
Explaining the public, Google says it processes information about requests to remove content from its services under its content removal policies or applicable law, in order to assess the request and to ensure transparency, improve accountability, and prevent abuse and fraud in these practices. Together with the Lumen card, this describes how removal requests themselves become processed data.
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the public
For example, we process information about
from our services under Google's content removal policies or applicable law to assess the request, and to ensure transparency, improve accountability and prevent abuse and fraud in these practices.
Not stated here
The linked removal request page is not supplied.
Use & Processing · Company practice
Google reports content-use statistics to rights holders and may process your info when people search your name
Explaining third parties, Google says it processes your information to report use statistics to rights holders about how their content was used in its services. It may also process your information when people search for your name and Google displays search results for sites containing publicly available information about you.
Supporting quotations
third parties
For example, we process your information to report use statistics to rights holders about how their content was used in our services. We may also process your information if people search for your name and we display search results for sites containing publicly available information about you.
Qualifications & exceptions
Name-search processing concerns publicly available information on other sites, as the public-sources card describes.
Not stated here
What the use statistics reported to rights holders contain is not stated.