The regulatory necessity to obtain explicit, affirmative consent from a user before the Google Analytics tracking script and associated cookies are deployed.

Since Google Analytics (GA4) tracking is considered non-essential, it requires explicit opt-in consent under GDPR. This is technically managed using Cookie Consent GTM logic and, more recently, Google’s Consent Mode v2.

Failure to use a compliant mechanism to restrict the GA tag pre-consent renders all collected data illegal.

The operational impact is ensuring the GA tag remains blocked until the user provides consent for the ‘analytics’ purpose, a capability central to the Seers.ai solution.