I use Google Analytics to collect traffic data for continually improving my website. Google Analytics traffic data is stored on Google servers (whether in the US or elsewhere) and Google is subject to US law.
To improve my website further, I use Google Analytics Demographic and Interest reporting. These reports associate your visit to our website with Google’s estimated data about your age, gender and interest categories. This data is calculated by Google based on any accounts you have with Google products (such as YouTube), as well as your browsing behaviour on third party websites that use the DoubleClick cookie. This data is aggregated by Google Analytics and a privacy threshold is applied so that I cannot identify your demographics and interests on an individual basis.