Google Maps Tracked You Even When Location History Was Off

In 2018, an investigation by the Associated Press revealed a finding that shocked even seasoned privacy researchers: Google continued to track and store users' precise locations even when they had explicitly turned off the 'Location History' setting on their devices. The mechanism was a separate setting called 'Web & App Activity,' which most users did not know existed and which collected location data every time a user performed a Google search, opened Google Maps, or received a weather update. The revelation meant that millions of users who believed they had opted out of location tracking were, in fact, being tracked continuously.

The $391 Million Settlement

The fallout was swift and expensive. In 2022, Google agreed to pay $391.5 million to settle investigations by attorneys general from 40 U.S. states—at the time, the largest multi-state privacy settlement in American history. The settlement required Google to make its location tracking settings clearer, show users additional information when they turn location-related settings on or off, and provide a dedicated webpage for location data management. But consumer advocates noted that the settlement amount represented less than a single day of Google's annual revenue, raising questions about whether financial penalties alone can deter a company of Google's scale.

The On-Device Shift

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In December 2023, Google announced a significant change: Location History data would be moved from Google's cloud servers to users' devices, stored locally and auto-deleted after three months by default. The company framed this as a major privacy improvement, giving users more control over their location data. Privacy researchers offered cautious optimism but noted important caveats: the change applies only to the specific Location History feature, not to the broader universe of location signals Google collects through Search, Maps, advertising, and other services. Moreover, implementation has been gradual, and it remains unclear how completely Google has purged historical location data from its servers.

The broader lesson of the Google Maps tracking scandal is about the architecture of consent. Google designed a system where the most visible privacy control—the Location History toggle—did not actually control the full scope of location data collection. Users who made the deliberate choice to protect their privacy were unknowingly undermined by a separate, less visible setting. This pattern of 'privacy theater'—offering prominent controls that do not deliver the protection they imply—has become a hallmark criticism of Google's approach to user consent.

Taking Real Control of Your Location Data

To genuinely limit Google's location tracking, users must take multiple steps. First, go to myactivity.google.com and disable both Location History and Web & App Activity. Second, on Android devices, go to Settings, then Location, then Wi-Fi and Bluetooth scanning, and disable both. Third, review per-app location permissions and set them to 'Only while using' or 'Deny' for apps that do not need persistent access. Finally, consider privacy-focused navigation alternatives like OsmAnd or Organic Maps, which provide offline navigation using OpenStreetMap data without sending location data to any server.