Does Google Analytics require cookie consent?

Google Analytics may require cookie consent depending on the visitor’s location and how the service is configured.

In the EEA, websites using analytics cookies will generally need consent before those cookies are stored, subject to applicable local rules and exemptions. Google’s EU User Consent Policy also requires consent for certain uses of personal data and appropriate consent signals for measurement, ad personalization, and remarketing.

Google Consent Mode allows a website to communicate the user’s consent choice to Google so its tags can adjust their behavior when consent is granted or denied. Consent Mode does not collect consent itself, so a separate consent mechanism is still needed.

Google explains these requirements in its EU User Consent Policy.