How to Set Up Cookieless Tracking in Google Analytics (2025 Guide)

In 2025, more and more websites are moving away from using cookies to track their visitors. But why? Cookies are small pieces of information that websites store on your computer to help them remember things about you, like what’s in your shopping cart or which pages you’ve visited.

However, some people are worried that cookies are not always good for privacy. That’s why Google Analytics 4 is now using a GA4 cookieless tracking system. This means websites can still track things like how many people visit, what they click on, and how long they stay on a page, without using cookies to store personal data.

In this guide, I will show you how to set up cookieless tracking in Google Analytics 4 to keep your website tracking accurate while respecting privacy rules.

However, you can still know what’s happening on your website, but in a more privacy-friendly way!

Why GA4 Cookieless Tracking is Important in 2025

In this era, online privacy is more important than ever. Personally, I found the shift to cookieless tracking with GA4 to be a huge relief. At first, dealing with privacy rules and cookies felt overwhelming. But once I started using GA4, it became clear that it’s not just about following the rules; it’s about showing users that their privacy is respected, which builds trust. GA4 privacy-friendly tracking saves you from privacy concerns.

People are becoming more aware of how websites track them, and many are taking steps to protect their personal information. This shift is leading to significant changes in how websites collect and use data.

Laws like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States are becoming stricter. These laws require websites to get clear permission from users before collecting data.

For example, in September 2025, Shein, an online fast-fashion retailer, was fined €150 million ($175.61 million) by France’s data protection authority for the improper use of cookies. Shein contested the decision, stating that it would appeal the fine. This case highlights how serious the consequences of not following privacy laws can be

Since the GDPR started in 2018, companies have been fined billions of euros for not protecting personal data properly. As of early 2023, fines amounted to €2.92 billion. These fines are a reminder that businesses must take privacy seriously.

To comply with these laws and meet user expectations, many websites are moving away from using third-party cookies to a cookieless future of web analytics. They are adopting GA4 privacy-friendly tracking. For that, Google Analytics 4 is designed to work without relying on cookies, making it easier for websites to follow privacy laws while still understanding how visitors use their sites 

By using GA4 cookieless tracking, websites can respect user privacy and still gather useful information. This approach helps build trust with visitors, as they feel their personal data is being handled responsibly. 

So, adopting cookieless analytics solutions is not just a legal requirement but also a smart way to maintain a positive relationship with users. Many websites are already starting to setup cookieless tracking in GA4 to adapt to new privacy regulations.

What is Cookieless Tracking in Google Analytics 4 (GA4)?

Google Analytics 4 Cookieless tracking means websites can still track visitors without using cookies, which are small pieces of information stored on a user’s device. Traditionally, cookies were used to understand things like which pages users visited, what they clicked on, or what they added to their shopping cart.

Google Analytics privacy tracking in 2025 is designed to work without relying on cookies. Instead of using cookies, GA4 uses other methods like first-party cookies and machine learning to track and understand user behavior. First-party cookies are placed directly by the website a user visits, making them more privacy-friendly than third-party cookies, which track users across multiple websites.

GA4 without cookies also uses modeling to fill in gaps when cookies are blocked or disabled by users. This allows businesses to still track important data, like website performance, even if cookies are not available.

How to Set Up Cookieless Tracking in Google Analytics 4 (Step-by-Step Guide)

Setting up cookieless tracking in Google Analytics 4  means adjusting how you collect data while reducing the reliance on cookies. Here’s the simplified process to set up cookieless tracking with GA4:

Step 1: Create a GA4 Property

Start by creating a GA4 property if you haven’t already. Go to your Google Analytics account, click Admin, and in the Property column, select Create Property. Follow the on-screen steps to set up your property.

Step 2: Set Up Data Streams

Once your GA4 property is created, you’ll need to configure data streams to collect data from your website or app.

Go to Admin >> Data Streams >> Add Stream >> Choose Web for your website. You can also create a data stream for your IOS or Android app.

Enter your website URL and set up the Measurement ID for tracking.

 For tracking and measuring data, GA4 typically requires Google Tag Manager (GTM) for implementation. Alternatively, if you’re using WordPress, you can easily use the Analytify plugin to set up GA4 tracking without needing GTM.

Read in more detail How To Set Up Google Analytics 4 (Easy Guide 2025).

Step 3: Enable First-Party Cookies

GA4 uses first-party cookies (placed directly by the website the user visits) to collect basic data, such as the user’s session and interactions. These cookies are privacy-compliant and allow tracking without infringing on privacy laws like GDPR. By default, GA4 uses these cookies automatically, so you don’t need to enable them manually.

 However, some users may choose to block cookies or not give consent for tracking.

To manage user consent and ensure you’re respecting privacy laws, you can enable Google Consent Mode.

This allows Google Analytics to function while adjusting how cookies are used based on the consent a user gives.

For more details, you can read my complete guide on Google EEA Compliance & Consent Signals Guide (2025) to set up consent settings as per privacy laws.

Step 4: Focus on Event-Based Tracking

Unlike Universal Analytics, GA4 is built around event-based tracking, which means you can track user actions (like page views, clicks, and form submissions) as events.

• In GA4, every interaction is considered an event, making it easier to track data without relying on cookies for each individual action.
  
• This system also helps to better understand user behavior in a cookieless environment, as it’s less dependent on tracking cookies across sessions.
  

Step 5: Leverage Machine Learning for Modeling

One of the key features of GA4 is its use of machine learning to fill in gaps when data isn’t fully available due to blocked cookies or privacy settings.
GA4 can model data based on patterns and trends to estimate user actions, even when cookies are not enabled, providing more accurate reporting without cookie reliance.

Step 6: Review and Adjust Data Retention Settings

Even without cookies, GA4 still collects some user data to understand how people use your website. But keeping this data for too long can be a privacy problem.

So, you should adjust your data retention settings to comply with privacy regulations and reduce the amount of time you store user data and event data. In GA4, you have two main options: you can keep user-level data for 2 months or 14 months. Choosing 2 months means GA4 will delete the data faster, which is better for privacy, but gives less history for analysis. Choosing 14 months lets you look at longer trends, but stores the data for a longer time.

To adjust the Data retention, you must follow the steps below:

Go to Admin >> Data Settings >> Data Retention, and select a retention period that meets your privacy needs.

By following these steps, you’ll set up cookieless tracking in GA4 that respects user privacy while still providing valuable insights into your website’s performance.

Alternative Tracking Methods for Cookieless Analytics

As privacy laws evolve, businesses are looking for ways to continue tracking user behavior without relying heavily on cookies. Thankfully, there are several alternative tracking methods that help websites gather valuable insights without compromising user privacy. Below are some of the most common and effective cookieless tracking solutions:

1. Server-Side Tracking

Server-side tracking is a method where data is processed on your server rather than on the user’s device. By sending data directly from your server to Google Analytics, this method reduces the reliance on client-side cookies, making it much harder for users to block tracking tools.

Server-side tracking is more privacy-compliant because it can bypass some of the restrictions that browsers and ad blockers place on cookies.

Setting up server-side tagging can be a bit more complex, but it provides enhanced data accuracy and greater control over data flow.

2. Consent Mode in Google Analytics

I already covered this point shortly above in the setup section of Google Analytics cookieless tracking. But let’s know how concent mode in Google Analytics is necessary and why. If you’re tracking users in regions where cookie consent is required (like Europe), Google’s Consent Mode will adjust how cookies are used based on user consent while still gathering useful data.

Google’s Consent Mode allows websites to adjust how Google tags behave based on user consent. For example, if a user doesn’t consent to cookies, Consent Mode will adjust how Google Analytics collects data, allowing for limited tracking without violating privacy preferences.

Consent Mode is especially useful for websites that need to be compliant with laws like GDPR, as it allows businesses to continue collecting insights without forcing users to accept cookies.

So, cookieless tracking solutions offer a way for websites to gather insights while respecting user privacy. Whether through server-side tracking or first-party cookies, businesses have multiple options to ensure they stay compliant with privacy laws and still get the data they need.

How Cookieless Tracking Affects Data Accuracy and Reporting

When websites stop using cookies to track visitors, it can sometimes make it harder to get the exact information about what people are doing. But Google Analytics 4 still has smart ways to track what’s happening on your website, even without cookies. Here’s how:

1. Using Models to Guess Data

Sometimes, when cookies are blocked, GA4 can guess what’s happening using special models. These models look at how other users behave and try to predict what someone who didn’t allow cookies might do.
This guesswork might not be 100% perfect, but it still helps businesses understand what’s going on, even if cookies are missing.

2. Tracking Events, Not Just Pages

 In GA4, instead of just counting how many pages people visit, it tracks events like clicking a button, submitting a form, or watching a video.
This gives a better idea of how people interact with your website. Even if cookies are blocked, GA4 can still track important actions on the site.

3. Tracking on Multiple Devices

Normally, cookies help websites understand if someone is using a phone, tablet, or computer. Without cookies, it’s a little harder for GA4 to track someone across different devices.
If someone visits your website on their phone and then on their computer, GA4 might not be able to count them as the same person. But it still tracks each visit, just not across all their devices.

4. Better Privacy and Less Data Stored

The good news is that cookieless tracking can actually protect people’s privacy. Websites won’t store as much personal information, and that helps keep everyone’s data safe.

GA4 makes sure to follow the rules about how long information can be stored, which helps businesses stay safe and not keep too much personal information.

In short, even without cookies, GA4 can still give you useful information, just in a slightly different way. It might not always be perfect, but it helps businesses understand how people use their websites while keeping things private and safe.

How Analytify Simplifies GA4 Tracking for WordPress Users

If you have a WordPress website, Analytify can make setting up tracking with Google Analytics 4 (GA4) super easy. You don’t need to be a tech expert to get it working. Here’s how Analytify helps you track all your data within your WordPress dashboard.

1. Easy Integration with GA4

Analytify connects to GA4 in just a few clicks. All you have to do is install the Analytify plugin on your WordPress site, and it will automatically connect your site to Google Analytics 4.

2. No Need for Extra Code

Normally, setting up GA4 might need you to add special tracking codes to your website. But with Analytify, it’s all done for you. You don’t need to touch any code. Just install the plugin, and it will take care of the rest.

3. Privacy-Friendly Tracking

Since Analytify works with GA4, it follows the privacy rules automatically. GA4 uses first-party cookies and event-based tracking to gather information without invading anyone’s privacy. You don’t have to worry about breaking any rules, and Analytify helps you stay compliant with laws like GDPR.

4. Quick Access to Reports

Once Analytify is set up, you can see your website’s data right from your WordPress dashboard. You’ll get reports on how many people visited your site, what pages they looked at, and how long they stayed, all in real-time. You don’t need to keep switching between different tools.

5. Helps You Track Important Events

 With GA4’s event-based tracking, Analytify makes it easy to track important actions, like clicks on buttons, form submissions, and even purchases. This helps you understand how people use your site, even if cookies are blocked.

Simply saying, Analytify makes it simple for WordPress users to set up cookieless tracking with GA4. It handles all the hard parts, making sure your website tracks the right data while staying private and compliant with laws.

Frequently Asked Questions

Cookieless Tracking in Google Analytics: Recap

Google Analytics 4 Cookieless tracking is becoming a big deal because privacy is a top concern for everyone online. GA4 makes it easier to track visitors without relying on cookies, which helps keep things private and follow the rules. Even without cookies, GA4 can still give you all the important data you need to understand how people use your website.

If you’re using WordPress, Analytify makes it super simple to set up GA4 cookieless tracking. This means you can track your site’s performance while respecting user privacy and staying compliant with privacy laws.

I hope my guide will help you understand how to set up cookieless tracking in Google Analytics 4.

Further Readings:

• How To Set Up WooCommerce Conversion Tracking
• Google Tag Manager Event Tracking Guide

How are you planning to adjust your website’s tracking for GA4 privacy-friendly tracking in the future?