Yes, Google Analytics 4 (GA4) is designed to track users even when cookies are blocked or unavailable, utilising a combination of modelling and privacy-preserving techniques. This is achieved primarily through Google’s data modelling, which estimates user behaviour based on consented data and aggregated trends.
As of December 2025, GA4’s cookie-less tracking relies heavily on User IDs (when provided and with user consent), Google Signals (for users who have enabled ad personalisation), and device- and browser-based modelling. GA4 now includes conversion modelling which fills data gaps created by cookie restrictions, using machine learning to estimate conversions that would have occurred. In Australia, this modelling is subject to the same privacy regulations as all GA4 data collection, including the Privacy Act 1988 and any applicable state-level legislation. GA4’s privacy thresholds, which determine when data is anonymised or modelled, remain configurable. Google has announced that further enhancements to modelling capabilities are planned for release in 2027, aiming to improve accuracy as third-party cookie support diminishes further. Currently, GA4’s modelling can account for up to 40% of conversions lost due to consent restrictions.
Ultimately, GA4 functions by leveraging available data points and sophisticated modelling to provide insights into user behaviour, even in a privacy-focused digital landscape.
