You’ve activated Incognito mode on your Google browser, enjoying the privacy it offers. But is your privacy mode truly private?

In 2020, a case was filed against the giant tech company Google, accusing it of immorally tracking users’ private incognito mode browsing data. On April 2nd, 2024, Google admitted to spying on its users’ private data and agreed to delete the collected data to avoid potential lawsuits. So, by peering into your private data, what does Google know about you?

1. Google constantly tracks your location using Google Maps, leaving no hiding place for your whereabouts.
2. Google has access to all your devices, from phones and laptops to their stored content.
3. This includes your contact list, text messages, every photo you take (even deleted ones), and more.
4. Google knows your search history, even in incognito mode, as well as the ads you click on and your shopping habits.
5. It’s also aware of the apps on your phone and when and why you use each one.

If you wish to uncover additional information Google has about you, visit Google’s Takeout page and download the collected data.

Had Google not agreed to delete this data, lawyers estimated potential settlement values exceeding $5 billion, possibly reaching $7.8 billion. Under the settlement, Google will update disclosures regarding data collection in “private” browsing mode and allow Incognito users to block third-party cookies for five years.

The level of surveillance is so deeply ingrained that these tech giants could potentially create a clone of you if they desired. Therefore, the next time you notice how technology seamlessly fits into your life, you’ll understand the implications.