Learning analytics is often defined as the measurement, collection, analysis and reporting of data about learners and their contexts, for purposes of understanding and optimizing learning and the environments in which it occurs (Siemens). In this presentation we will discuss possibilities of new (digital) learning environments - what kinds of data they provide, how such data can be applied, and how different use cases of learning analytics are related to ethics, privacy and GDPR. The presentation will be on a practical level and focus on how to do good with data while following the spirit set by the law.