Google Analytics 4

Analytics

Google's web and app analytics platform. Replaced Universal Analytics in 2023.

How to block it until consent

GA4 sets _ga and _ga_<PROPERTY-ID> first-party cookies and sends hits to google-analytics.com/g/collect. Must not load gtag.js before analytics consent. Use Consent Mode v2 advanced or (simpler) block the script entirely until consent.

Detection signals

Host domains

google-analytics.com
analytics.google.com

Cookies set

_ga
_ga_*
_gid
_gat

Request patterns

/g/collect
collect?v=2
/gtag/js

Privacy-friendly alternatives

Plausible
Matomo

Categorisation follows common EU/DPC guidance. Your specific deployment may change the category (e.g. Stripe on a checkout page vs. a marketing page).