What is the __gpi cookie?
__gpi is an HTTP cookie associated with Google's advertising services (such as AdSense or other tools within the Google Ads ecosystem). It is usually set on the visited site's domain when the page loads a Google advertising script.
It typically appears on the first visit to a site that displays Google ads or uses Google's advertising/measurement tools, even if the visitor doesn't directly interact with an ad.
What data it stores
__gpi stores an identifier generated by Google, used to recognize the browser on subsequent visits for advertising purposes. The exact value format is not publicly documented by Google and may vary.
Data linked to this identifier is sent to Google's servers and may be combined with other information collected through Google's services (such as the __gads advertising cookie) to build interest profiles and deliver relevant ads.
What it is used for
The main purpose of this cookie is targeted advertising: Google uses it to limit how many times the same ad is shown to a visitor (frequency capping) and to measure ad campaign performance.
For site owners, this cookie's presence is directly tied to monetization through Google ads (e.g. AdSense) or the integration of other Google advertising tools.
Does it require consent?
__gpi is classified as a marketing cookie (advertising/tracking), and is not strictly necessary for the site to function.
- Under the GDPR and the ePrivacy Directive (2002/58/EC, transposed in Romania via Law 506/2004), this type of cookie requires the visitor's prior, explicit consent before the script loads.
- Site owners must list it correctly in their cookie policy, including its purpose, duration, and provider (Google).
- The Romanian data protection authority (ANSPDCP) can sanction placing this cookie without valid consent.
How to block or delete __gpi
A visitor can delete or block __gpi manually through their browser's privacy settings (Chrome, Firefox, Edge, Safari) or by using ad/tracker-blocking extensions.
For site owners, the practical solution is a CMP that automatically blocks Google advertising scripts until consent is given for the marketing category — CookieFix, for instance, does this by default, preventing the script from loading before the visitor accepts.
Frequently asked questions
Google uses it for targeted advertising and to limit how often the same ad is shown to a visitor.
It is set by Google advertising services, such as AdSense, when a site displays Google ads.
Yes, since it is a marketing cookie, it requires the visitor's prior consent before being placed.
Its typical duration is approximately 13 months from when it is set.