Google offers an incognito mode in its browser Google Chrome where they claim not to save any browsing history, cookies, and website data, or information that is entered in forms. A lawsuit in California was filed against the company for reimbursement of $5billion for invading privacy in incognito mode. The lawsuit claimed that Google had been tracking even in the incognito mode. Many customers are complaining Google collects user data via Google Analytics, Google Ad Manager, and other applications and website plug-ins. In the light of these events, Google was quick to respond and said they would automatically delete some location history after 18 months for new users. They said YouTube’s viewing history of new users would disappear after 36 months, and location tracking and web browsing history will get dropped after 18 months. Google had been facing a lot of scrutinies and has been criticized for its data collection services. There have been several lawsuits all across the world; therefore, they had to improve their policy and over the years. However, there are many other ways Google could still store information, and the system is far from being transparent. Google needs this information because it earns by showing ads on its browser. They need data about what a particular user is watching or surfing on the internet. Their location is necessary to give rights ads, which will prompt him Sundar Pichai, CEO of Google accepted that Google gathers more information than necessary and will improve their platform for better services. The lawsuits said that it is illegal to collect data from the user when you offer them an option where they promise not to collect information. People worldwide now realize the importance of data and how it can be used to convert this information into business insights and turn them for profits bb tech companies.