Cookieless Pings

What Are Cookieless Pings?

The more users reject cookies, the larger the data gap in your campaigns. Cookieless pings are one component of Google’s answer to this problem and provide anonymized signals that, together with conversion modeling, complete your measurement. If you already use Enhanced Conversions and Consent Mode, cookieless pings work automatically in the background.

Cookieless pings are signals that your Google tag sends to Google even when the user has not consented to cookies. These pings contain no personal data and do not set cookies, but they do transmit basic information — such as the fact that a page view or conversion occurred. Google uses these anonymized signals for conversion modeling.

Technically, cookieless pings are based on Google Consent Mode. When your consent management platform reports the status “denied” to the gtag, the tag switches to a restricted mode: it sets no cookies and stores no user IDs, but continues to send anonymized pings. These pings contain contextual information such as timestamp, referring page, and aggregated campaign data.

For your Google Ads measurement, cookieless pings matter because they broaden the data foundation for conversion modeling. The more cookieless pings Google receives, the more accurately the model can estimate conversions for non-measurable users. Make sure your Consent Mode is correctly implemented and Consent State Pings communicate the consent status precisely to Google. Without cookieless pings, the model is missing a critical data source.