Skip to main content
ConsentMark
Free Scan
Google Analytics (GA4) logo
AnalyticsMedium complexity

Google Analytics (GA4)

by Google

All product names, logos, and trademarks are the property of their respective owners. Their inclusion here is for identification purposes only and does not imply endorsement by Obscurity Ltd.

Sets cookies
Yes
Sends PII
No
Cross-site tracking
No
Consent required
Analytics
Cookies
_ga_ga_XXXXX

Overview

Google's event-based web and app analytics platform, replacing Universal Analytics since July 2023. Collects page views, scrolls, clicks, and custom events, sending measurement payloads to Google servers for reporting and audience building. Present on over 70% of the top million sites and deeply integrated with Google Ads and BigQuery.

Detection capabilities

Signature count
6
Detection methods
network
Property types
hostnameparampathname

Consent Mode v2

Consent Mode v2

Google Consent Mode v2 signal requirements for this tag.

analytics_storagerequired
ad_storagenot used
ad_user_datanot used
ad_personalizationnot used

Performance impact

Performance Impact

Script size
45 KB
Requests per page
4

Common mistakes

  • 1Firing GA4 before obtaining valid consent on EU/UK domains - the most common violation found in governance audits
  • 2Not enabling Consent Mode v2, preventing cookieless ping mode when consent is denied
  • 3Leaving the default 14-month data retention unchanged when policy requires shorter retention
  • 4Failing to disable Google Signals when cross-device tracking is not needed - Signals shares data with Google's ad network
  • 5Configuring cross-domain measurement without understanding that it exposes the client ID via the _gl linker parameter

Related services

Adobe Analytics

Adobe

AnalyticsLow risk

2 detection signatures

Amplitude

amplitude

AnalyticsLow risk

3 detection signatures

Azure Application Insights

azure-application-insights

AnalyticsMedium risk

3 detection signatures

Browsealoud (Texthelp)

Everway (Browsealoud)

AnalyticsLow risk

1 detection signature

Scan your site for Google

Run a free ConsentMark scan to see how Google is loading on your site, whether it respects consent, and where governance gaps exist across your wider tag estate.

Start a free scan