Yes. Google Analytics 4 uses first party cookies. First party cookies identify unique users and are identified with individual sessions (visits).
Google says that Google Analytics is designed to work with or without cookies. When cookies are not available for a given session, Google will fill in the gaps of data based on modeling.
[GA4] Behavioral modeling for consent mode
How we store user behavior data
|
User Identity |
Consent |
Purpose |
BigQuery (Raw) |
|
|---|---|---|---|---|
|
Main-Property |
Device ID |
Accepted Only |
Weblog Analysis |
Yes |
|
Sub-Property |
Blended, in the order: |
Accepted + Denied |
Total User behavior Analysis, Marketing |
No |
1. User ID LOGIN REQUIRD
Uses a customer-supplied ID to differentiate between users and unify events in reporting and exploration.
2. Google signals ADS COOKIE REQUIRED
Uses information from users who are signed in to Google and who have consented to sharing this information.
3. Device ID ANALYTICS COOKIE REQUIRED
Uses the client ID for websites or the app Instance ID for apps.
4. Modeling
Estimates user activity when identifiers such as cookies or User ID aren’t fully available. Without modeling, your reports won’t account for data that can’t be directly observed.
GA4 Intends to Become Less Reliant on Cookies
While first-party cookies remain a fundamental part of the tracking mechanism, GA4 introduces other data collection methods, such as events and user properties, to reduce reliance on third party cookies.
When Will Google Phase Out Cookies?
Beginning in 2024 web browsers are beginning to phase out out tracking cookies (third party cookies). This follows some other important cookie-related privacy milestones.
- On April 14, 2016 GDPR (General Data Protection Regulation) was passed in the EU. This accelerated the demise of the third party cookie.
- Starting on April 26, 2021 Apple introduced a new feature (called App Tracking Transparency) in iOS 14.5 that requires asking users for consent of app tracking.
- March 6, 2024 Google, as part of compliance with the Digital Markets Act (DMA) requires consent mode v2 compliance, particularly in the EEA.
Consent Mode V2
Consent mode is a mechanism by which your website communicates visitor privacy choices to Google. Those privacy choices are made on cookie banners like the one below. Google tags can then adjust how they fire and process data.
First Party Cookies vs. Events in GA4
First-party cookies primarily maintain session information and track basic visitor information, rather than tracking granular user interactions. Events track those detailed user interactions.
Cookies help to bring all that data together and associates it with a GA4 session. They associate all pageviews, clicks, scrolls, and other events with one another. Without cookies, GA4 can still collect and model data using “cookieless pings” in the Advanced mode of consent mode v2. The specifics though, seem hazy here.