Google Analytics cookies: how to ensure GDPR compliance

To fully understand how Google Analytics cookies work and their impact on GDPR compliance, it is worth consulting our main article Google Analytics. This page offers a focused analysis of cookie management within the audience measurement tool, with particular attention to GA4, regulatory developments and best practice for effective SEO.

Google Analytics cookies: understanding their role and how they work

Does Google Analytics use cookies?

Yes, Google Analytics uses cookies to collect statistical data about visitor behaviour. These small text files, placed during browsing, help identify sessions and analyse user journeys. Without them, reporting accuracy would be compromised. Their use is regulated to protect confidentiality, especially in line with European legislation.

Which cookies are used and what are their characteristics?

The cookies used depend on the version of Google Analytics. Universal Analytics mainly used _ga to distinguish users, _gid for sessions and _gat to limit requests. With GA4, the main cookie remains _ga, enhanced with proprietary identifiers and event tracking, enabling more precise analysis across devices. These cookies do not directly identify individuals, but are essential for producing statistical reports that support digital optimisation.

What is their default lifespan?

The duration depends on the type of cookie. By default, _ga is stored for two years, _gid for 24 hours and _gat for one minute. In GA4, event retention is limited to a maximum of 14 months, further strengthening privacy protection. This period can be adjusted to suit analytical needs and regulatory requirements.

Compliance and optimisation of Google Analytics cookies

GA4 cookies: what has changed compared to Universal Analytics?

GA4 introduces a new approach to cookie management. Universal Analytics relied on cookies for user tracking, whereas GA4 favours an event-based model and proprietary identifiers. Consent Mode v2 allows event modelling even without consent, ensuring continuous measurement while reducing intrusiveness, especially as third-party cookies are phased out.

How can cookie management be adapted for GDPR compliance?

GDPR requires visitors to be informed, explicit consent to be obtained, and preferences to be managed. GA4 enables IP anonymisation, personalised advertising to be disabled and cookie behaviour to be adjusted via Consent Mode. Incremys modules incorporate these requirements, ensuring responsible and transparent data collection, tailored for B2B needs.

Optimising cookie use for a successful SEO strategy

Managing Analytics cookies is crucial for high-quality SEO analysis. With Incremys' advanced modules, which aggregate Google Analytics and Search Console data via API, businesses gain a comprehensive view of user behaviour while remaining compliant. Accurate goal setting, segmentation and automated reporting help identify the most effective levers and maximise digital ROI. Integrating these tools into a 360° SEO SaaS solution supports data-driven decision-making in line with ethical standards.

Continue your research on the Incremys Blog.