Swedish businesses have seen their data protection authority, IMY, act on Google Analytics directly: in 2023 it fined several companies over data transfers from older analytics setups. A GA4 consultant for Sweden needs to deliver careful, documented tracking that still supports growth through Google Ads and Meta.
Privacy rules in Sweden
GDPR applies, and the Swedish Electronic Communications Act requires consent before non-essential cookies. The EU-US Data Privacy Framework has changed how transfers are assessed, but Swedish companies still benefit from consent, minimal data and server-side control.
Three problems we see in Swedish accounts
1. Swish journeys break the session
Swish payments switch to the app and back. Without proper return handling and referral exclusions, sales lose their source.
2. Klarna Checkout attribution
Klarna is the default checkout for many Swedish stores. Its domain must be excluded so the real channel gets credit.
3. Prices with 25% moms sent to ads
Gross prices overstate ROAS by a quarter. We send net revenue to Google Ads and Meta.
How we set it up
- Consent Mode v2 linked to your banner, in Swedish
- Server-side GTM hosted in the EU
- Meta Conversions API and Google Ads enhanced conversions with deduplication
- Documentation for your data protection officer
See Nordic work in our portfolio and our web tracking service.
FAQ
Can Swedish companies use GA4 after the IMY decisions?
Many do, with consent, careful settings and often server-side GTM for extra control.
How do I start?
Send your website for a free tracking review.
