The document discusses the challenges and methods for implementing Google Analytics 4 (GA4) without the use of cookies, focusing on both technological and privacy concerns. It highlights alternatives to traditional cookie-based tracking, such as using short-lived IDs, server-side solutions, and the importance of consent. The author emphasizes the complexities of session identification and user attribution in a cookie-less environment.

1. GA4 Without Cookies?
Obstacles From A Technology & Privacy Perspective
Markus Baersch

2. GA4 Without
Cookies
Why?
● Cookies are vulnerable
● Using tagging alternatives
● Collect data without consent
● Using short-lived IDs

3. GA4 <> Anything
Technical Problems
● No gtag rant (again)... but:
browser has control over session
○ starts
○ counting sessions
○ creating ID
■ must be a timestamp!
● A client ID is just not enough
● Engagement measurement
● No Consent Mode rant either! ;)

4. GA4 <> Anything
Privacy Problems
● “G” stands for “Google”
● Most people want more than just
statistics
● Running a GA4 setup without
consent is… problematic (at least)

5. GA4 Without
Cookies
How?
● GA4MP
● JENTIS (ok, there might be
cookies but you control every
value)
● “AOE” (German PHP stuff)
● Build your own endpoint
● ssGTM + walker.js FTW?
● Others?

6. GA4 Without
Cookies
What?
● Recognize session starts - very
hard if server-side!!!
● Build a Session Hash from IP
and UA?
○ Reg. changing salt?
○ Entropy?
● store session ID “somewhere”
● combine session hash with
session ID?
● “engagement” might be a
problem
● make every session_start a
first_visit by design

7. Server Side GTM
Why it is a challenge
● no consent = no gtag
● Session ID must be a timestamp
● No “session” or (easy)
persistence
○ Use Firestore for hash tables? Rly?

8. GA4 Reports
Some strange things

9. GA4 Reports
Some strange things

10. GA4 Reports
Some strange things

11. Client ID is Session ID: User Attribution

12. Client ID is Session ID: Traffic Attribution

13. Client ID is Session ID: Traffic Attribution (2)

14. Client ID is a Timestamp: User Attribution

15. Client ID is a Timestamp: Traffic Attribution

16. Done ;)

17. Build!
“Missing Manual”
(focus on ssGTM)
markus-baersch.de/gtmbook

18. Thank you! :)
Questions?
or feedback?
markus-baersch.de/bsky