What is the _gat_gtag_ cookie?
_gat_gtag_ belongs to the _gat family of cookies historically used by Google Analytics for request rate limiting ("throttling"). The _gat_gtag_ variant appears on sites that load Google Analytics through the gtag.js (Global Site Tag) library, including Google Tag Manager setups running GA4 or Universal Analytics via gtag.
The cookie is set automatically by the Google Analytics script in the visitor's browser as soon as the tracking code executes on the page, regardless of whether the property is Universal Analytics (UA) or Google Analytics 4 (GA4) configured through gtag.
What data it stores
The cookie name is not fixed — it includes the Analytics property ID from the relevant account, for example _gat_gtag_UA_12345678_1. The stored value is typically a simple flag-type figure, without directly identifiable user information.
Its role is purely technical: it tells the Google Analytics script whether to limit the number of requests (hits) sent to Google's servers for that property, preventing data collection overload on high-traffic sites.
What it is used for
For Google, this cookie helps protect the data collection infrastructure by limiting how many requests a single visitor can send within a short time window. For the site owner, its presence is an indirect sign that Google Analytics is active and collecting traffic data.
It does not personalize content or serve advertising purposes — it is strictly tied to the technical functioning of the Analytics reporting mechanism.
Does it require consent?
On cookiefix.ro, _gat_gtag_ is classified under statistics (analytics), because it is generated exclusively by the traffic analysis script, even though it does not contain direct personal data.
- Under GDPR and Romania's Law 506/2004 (transposing the ePrivacy Directive), statistics cookies like this one require the visitor's prior consent, obtained through a compliant banner.
- The site owner must declare the cookie in the cookie policy, with the correct category and actual storage duration.
- Google Analytics should not start before the visitor grants consent for the statistics category.
How to block or delete _gat_gtag_
A visitor can manually delete or block this cookie through browser privacy settings (Chrome, Firefox, Edge, Safari), or use dedicated Google Analytics blocking extensions.
For site owners, the correct approach is to automatically block the Google Analytics/gtag.js script until consent is given. A CMP platform like CookieFix can automatically block the script that generates _gat_gtag_ from loading until the visitor explicitly accepts the statistics category, preventing the cookie from being set prematurely without consent.
Frequently asked questions
It's a technical cookie set by Google Analytics through the gtag.js library, used to limit the number of requests sent to Google's servers over short time periods.
Usually about 1 minute, making it one of the shortest-lived cookies used by Google Analytics.
Yes, since it's generated by the traffic analysis script, it's classified as a statistics cookie and requires prior consent under GDPR and Romania's Law 506/2004.
Because the full name includes that site's Google Analytics property ID, for example _gat_gtag_UA_12345_1, which is unique to each account.