Do I need cookie consent for Google Analytics?

Many standard Google Analytics implementations in the EU/EEA will require consent, but the answer depends on the jurisdiction and configuration.

Some regulators provide narrow exemptions for privacy-preserving audience measurement. Those exemptions come with specific conditions and should not be assumed to cover every Google Analytics deployment.

Where consent is required, Google Consent Mode v2 can communicate the analytics_storage state and other relevant choices to Google, but it does not obtain consent itself. Google also confirms that analytics_storage controls analytics-related storage behavior.

The safest assessment is therefore based on the actual GA configuration, purposes, data flows, and local rules rather than the product name alone.