http://moz.com/blog/the-evil-side-of-google-exploring-googles-user-data-collection
Understanding What Specific User Data Google Collects
Below is a list of every self-declared piece of datum that Google collects when a user interacts with its many web services. This means there is even more user data that is gathered by Google that is unknown to the public. Be forewarned, ignorance is bliss. After you read this you may feel inclined to wear a tinfoil hat.
The Comprehensive List of All the Data Google Admits to Collecting from Users
Google (Normal Search)
Search Engine Result Pages
Country code domain
Query
IP address
Language
Number of results
Safe search
Additional preferences can include:
Street Address
City
State
Zip/postal code
Server log
Query
URL
IP address
Cookie
Browser
Date
Time
Clicks
Google Personalized Search
Logs every website visited as a result of a Google search.
Google's data on me while I researched this article
Content analysis of visited websites
Google Account
Used as resource to compile information on individual users
Sign up
Sign up date
Username
Password
Alternate e-mail
Location (country)
Personal picture
Usage
Friends
Google Services usage
Amount of logins
Toolbar
All websites visited
Unique application number
Sends all visited 404s to Google
Toolbar synchronization function
Stores autofill info with Google account
Sends structure of web forms to Google
Safe browsing
Stores response to security warnings
Stores autofill forms data
Spellcheck sends data to Google servers
Web History
Every website visited from Google SERP
Date
Time
Search query
Ads clicked
Which service
Translate
All text sent to Google servers
Google Finance
Stock portfolio
User’s stocks
Amount of shares
Date/time bought
Bought at price
Google Checkout
Buyers
Full legal name
Credit card number
Debit card number
Card expiration date
Card Verification Number (CVN)
Billing address
Phone number
E-mail address
Sellers
Bank account number
Personal address
Business category
Government-issued identification number
Social Security Number
Taxpayer Identification Number
Sales Volume
Transaction volume
Business information from Dun & Bradstreet
Transactions
Amount
Description of product
Name of seller
Name of buyer
Type of payment used
User trend data
Web Beacons
Referrer data
YouTube
YouTube SERP data
Registered user data
Videos uploaded
Comments posted
Videos flagged
Subscriptions
Channels
Groups
Favorites
Contacts
All videos watched
Frequency of data transfers
Size of data transfers
Click location data
Information display data
E-mail
Web Beacons for tracking
E-mail opened or discarded
Account basics
E-mail
Password
Username
Location (country)
Postal code
Birthdate
Gender
Gmail
Stores, processes, and maintains all messages
Account activity
Storage usage
Number of log-ins
Data displayed
Links clicked
Stores all e-mails
Contact lists
Spam trends
Gchat
All conversations and who they involve.
When service is used
Size of contact list
Contacts communicated with
Frequency of data transfers
Size of data transfers
Clicks
Calendar
Name
Default language
Time zone
Usage statistics
How long the service is used for
Frequency of data transfers
Size of data transfers
Number of events
Number of calendars
Clicks
Deletes every 90 days
All events
Who is going
Who was invited
Comments
Descriptions
Date
Time
Desktop
Indexes and stores
Versions of your files
Computer activity
E-mails
Chats
Web history
Mixed with web search results
Content analysis of data on computer for integration into SERPs (opt-in)
Unique application number
Application interacts with Google’s servers
Number of searches and response times
Goog 411
Phone number
Time of call
Duration of call
Options selected
Phone number used as identifier
Records all voice commands
iGoogle
Settings stored in Cookies
Settings linked to Google Account
Blogger
User photo
Birth date
Location
Frequency of data transfers
Size of data transfers
Clicks
Blogger Mobile
Phone number
Associates with Google Account
Device identifiers
Hardware Identifiers
Google Docs
E-mail address
Number of logins
Actions taken
Storage usage
Clicks
All collaborators
All text
All images
All changes (previous versions)
Groups
E-mail password
Contents of posts
Contents of custom pages
Contents of external files
Account activity
Groups joined
Groups managed
List of members
List of invitees
Ratings made
Preferred settings
Orkut
Name
Gender
Age
Location
Occupation
Religion
Friend graph
Hobbies
Interests
Photos
Invites
Messages
Orkut Mobile
Phone number
Wireless carrier
Content of message
Date
Time
Everything a user writes
Every blog post a user reads
Picasa
Friend graph
Favorite lists
Clicks (almost all Google services track all clicks)
All photos
Geotags (Exif data)
People who subscribe to albums
Mobile
Phone number
Device type
Request type
Carrier
Carrier user ID
Content of request
Maps for mobile
Location information (GPS)
Address
Websites visited if user asks Google to transcode
Voice commands
Web Accelerator
Web requests
Cache of websites before you go to them
Double Click/AdWords
Ads clicked
Age
Sex
Location
Trends of past visited websites
IP address
Health
Medial records
Doctors
Conditions
Prescriptions
Age
Sex
Race
Blood type
Weight
Height
Allergies
Procedures
Test results
Immunizations
note - bold part services of google