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Google Analytics, Cookies & Tracking Consent

Changes to legislation now require an explicit opt-in for non-essential cookies and other tracking technologies. There are additional requirements around data collection and storage in other regions such as the EU. This is a fast moving area subject to further change.

Within the UK, it's important that site owners facilitate an explicit consent mechanism for non-essential cookies and other tracking and marketing technologies.  Cookieless approaches that use device fingerprinting techniques - e.g. that look at a range of factors such as browser type, version etc to identify a device - are also covered. 

GA4 goes some way to address concerns - for example it offers default IP anonymization, shorter data storage duration, changes to the location of servers and restricted data transfers, consent mode, user data deletion tools and new rules regarding PII.

How we can help

Whilst we are not in a position to offer legal advice we can update you on recent developments, advise on technical approaches and help implement solutions.  Further change is likely ahead with the ongoing development of the UK GDPR regulations.

If you are looking to implement a cookie management solution, we've worked with a range of tools that integrate with Google Tag Manager. These include:

  • CookiePro by OneTrust
  • Cookiebot
  • Civic Cookie Control
  • Magento plugins
  • Drupal plugins
  • Bespoke solutions

To find out more or for help with any of the above please email us at This email address is being protected from spambots. You need JavaScript enabled to view it.

Contact us

Anders Analytics Limited
31–35 Kirby Street
London EC1N 8TE
United Kingdom
Telephone: +44 (0)207 788 7798
Email: [email protected]