You can easily tag attributes that may contain personal data and prevent unauthorized access to this information in Digital Analytics.
Personally identifiable information is any information that can be used (either on its own or with other information) to identify, contact, or locate an individual. Such information may be their name, credit card information, address, phone number, identification numbers, etc.
To ensure unauthorized users cannot access personally identifiable information, simply check each attribute you want to flag as personal data in the Personal Data column of the Tag Attributes page while in edit mode. Remember to define an alias for the attribute so it can be used in a report! The Tag Attributes page is found under the Admin section in the primary navigation menu. Be sure to save your changes so all the attributes you checked as having personal data cannot be accessed in reports.
Only users with specific permissions can view personal data. Admins can open a support ticket to give user groups permission to access personal data by assigning the role: Access to Personal Data.