Google Analytics uses cookies to track website visitors, session duration, page views, and user interactions. Under the GDPR and ePrivacy Directive, these analytics cookies are classified as non-essential and require explicit user consent before they can be set.
Running Google Analytics without proper cookie consent exposes businesses to regulatory fines and legal action. The requirement applies to both Universal Analytics legacy implementations and Google Analytics 4 (GA4), as both rely on cookies to identify and track individual users across sessions.
Proper implementation requires blocking Google Analytics scripts until the user has granted consent for analytics cookies. When consent is given, the scripts load and begin tracking. When consent is declined, the scripts must remain blocked.
Google Consent Mode v2 provides an additional mechanism: even when a user declines consent, Consent Mode sends cookieless pings to Google that enable modelled conversions and basic measurement without setting cookies. This preserves some analytics functionality while fully respecting user preferences.
Seers’ CMP provides seamless integration with Google Analytics and Google Consent Mode v2. The platform automatically manages the loading and blocking of Google Analytics scripts based on user consent.
When users opt in to analytics cookies, GA4 operates normally. When they decline, Consent Mode ensures that modelled data fills in measurement gaps. Seers.ai handles the technical implementation, so businesses can maintain accurate analytics without compromising GDPR compliance.
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