Does Google Analytics require GDPR consent?

In most cases, yes. A standard Google Analytics setup that uses analytics cookies requires prior consent where applicable ePrivacy or UK PECR rules require consent. The GDPR does not itself regulate cookies; instead, it sets the requirements for processing personal data once GDPR applies.

The precise requirements depend on the jurisdiction and configuration:

• EU/EEA: Obtain consent before setting or reading analytics cookies unless the setup meets a recognised local exemption. Some countries allow narrowly limited audience measurement without consent; this is not an automatic exemption for Google Analytics.

• UK: The statistical purposes exception can cover qualifying analytics used solely to improve the website or service. It requires clear information, a simple free objection mechanism and strict limits on data use and sharing. It does not cover advertising, profiling or retaining individual-level information after aggregation.

Where consent is required, explain the purposes and Google’s involvement, obtain an affirmative choice, record it and allow withdrawal. Google’s EU User Consent Policy also requires consent for cookies where legally required and for personal data used to personalise advertising.

Google Consent Mode v2 adjusts tag behaviour; it does not collect consent by itself. Its advanced implementation can send cookieless pings before consent, so enabling it alone does not establish that your setup qualifies for a legal exemption. Privacy disclosures, retention controls and international transfer requirements still need assessment.