EU data protection authorities are increasingly taking the position that the internal data that Google itself receives from the Google Analytics tool is in violation of GDPR terms. Sweden's data protection authority is indicating that it might be the next one in line to ban it.
The immediate order to cease use of Google Analytics pertains to a particular French website that was the subject of a GDPR complaint over data transfers, but signs show it expanding to the rest of the EU before long.
The Austrian data protection authority has found that the IP addresses and identifiers in Google Analytics cookie data were sufficiently personal to constitute a GDPR violation for purposes of transfer to the US.