This is supposed to be a side show for Google, they are not getting paid neither are they using your data behind your back.

Now if that was really true, it shouldn't really matter for them to drop this service. Instead, I think we will see them investing millions to overrule this.

What? Analytics is not a sideshow, it allows them to have clear and essential first-hand data on the popularity of sites, which is then likely used (with other factors) to drive Adsense auctions - their bread & butter.

If it were a free service "for the hell of it", Analytics would have long been discontinued.

By sideshow, OP was charitably going along with what Google’s EU lawyers would have us believe, not the reality on the ground. Of course it’s necessary for their ad business model as currently implemented. They would have to setup a separate ad auction unit in EU for EU visitors, if the ruling stands.

This reminds me of how IBM and Coca-Cola setup “independent” operations in Germany during the WWII embargo to provide products and services to the Nazi regime. Those units were later folded back into their original parent companies after the war, profits and all. That’s where Fanta came from. That’s what Coca-Cola Germany was called. I forget what the IBM one went by.

Adsense in it self is just another analytics tools isn't it?

Yes, but Analytics gives them coverage of the nooks and crannies Adsense cannot reach.

Their lawyers are going to have to earn the wins, as the rulings against them don’t find their IP licensing to Google LLC (Ireland) to be particularly clever or cute. That this makes their tax avoidance strategy super obvious and fruitless in the EU is just the icing on the cake. No point for mama Google to license tech to their foreign subsidiary if they can’t phone home with the results. I’m laughing.

They will have to store EU data in Europe, and European authorities will forward relevant data to the relevant US authorities. At least that’s the way the EU courts seem to be leaning. Google will likely appeal and waste everyone’s time, and maybe win. But they will only make calls for antitrust action louder if they were to do so.

> This is supposed to be a side show for Google, they are not getting paid neither are they using your data behind your back.

Sarcasm doesnt translate well in written comments on the internet.

It was pretty clear that they were incredulous from the context and awareness of Google’s ad business model. Generally, I’d agree, but in this case, it’s pretty obvious.