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Insight

From GS1 to GS2: The silent transformation of session cookies on Google Analytics 4

Rihab Zarrai Touss
June 10, 2025

Without any prior warning, a new session cookie structure was implemented in Google Analytics 4 (GA4) on May 6, 2025. This change might have gone unnoticed if it hadn't caused a noticeable outage in the platform's reports! What does the arrival of this new cookie format, called GS2, mean? And more importantly, what are the real impacts on your data and business insights? Let's take a closer look together. [...]