Google AdSense Cookies: List With Purpose and Retention

Cookies Google AdSense Sets on Your Site

Google AdSense sets up to 3 first-party cookies on your domain, __gads, __gpi, and __eoi, and Google sets more advertising cookies on its own domains.

Name	Type	Category	Party	Retention	What it does
`__eoi`	Cookie	Advertising	First-party	180 days (6 months)	The `__eoi` cookie supports the security of Google ad serving on the domain of the publisher, for 6 months.
`__gads`	Cookie	Advertising	First-party	13 months (395 days)	The `__gads` cookie is a Google AdSense advertising cookie that supports ad serving for 13 months and needs consent under the ePrivacy Directive.
`__gpi`	Cookie	Advertising	First-party	13 months (395 days)	The `__gpi` cookie carries the ID that Google AdSense and Google Ad Manager use for frequency capping and personalized ads, for 13 months.

Scripts, Pixels, and Endpoints Google AdSense Loads

Google AdSense loads 1 known script, pixel, or data endpoint. Each row gives the host to look for in the Network tab of Chrome DevTools or in a cookie scanner report.

Type	Resource	Host	What it does
Script	AdSense code (adsbygoogle.js)	`pagead2.googlesyndication.com`	The AdSense code loads from `pagead2.googlesyndication.com`, fills the ad units of the page, and writes the `__gads` and `__gpi` cookies.

Does Google AdSense Need Consent?

Yes, the Google AdSense cookies need consent in the EU and the UK, and need no prior opt-in in California. The table gives the rule for each law, taken from the page of the __gads cookie.

Law	Consent before the cookies are set	Opt-out right	Source
EU ePrivacy Directive + GDPR	Required	Withdraw at any time	Article 5(3), ePrivacy Directive
UK PECR	Required	Withdraw at any time	Regulation 6 and Schedule A1, PECR
California CCPA	No general opt-in	Opt out of sale and sharing	Cal. Civ. Code 1798.120

The consent table describes what each law requires and is not legal advice. Whether a law applies to your site depends on where your visitors are, where your business is based, and how you set up Google AdSense, such as the first-party cookie setting of AdSense and the consent management platform you use.

Read the reason for each answer in the consent rules for the __gads cookie.

How to Add Google AdSense to a Consent Banner

Add Google AdSense to a consent banner by holding back the AdSense code (adsbygoogle.js) until the visitor accepts advertising cookies. Both TermsFeed products block Google AdSense in the Advertising category.

Add Google AdSense to TermsFeed Free Cookie Consent

TermsFeed Free Cookie Consent runs a tagged script only after the visitor accepts its category. Change type="text/javascript" to type="text/plain" and add data-cookie-consent="targeting".

<script type="text/plain" data-cookie-consent="targeting" async src="https://pagead2.googlesyndication.com/pagead/js/adsbygoogle.js?client=ca-pub-YOUR_PUBLISHER_ID" crossorigin="anonymous"></script>

Cookie Consent is free and needs no account. Build your free consent banner with TermsFeed Free Cookie Consent.

Add Google AdSense to TermsFeed Privacy Consent

Add Google AdSense from its template in TermsFeed Privacy Consent and type your publisher ID, which starts with ca-pub-. The AdSense code loads only after the visitor accepts the Advertising vendor category, and Privacy Consent sends the Google Consent Mode v2 signals for you.

The Google AdSense template asks for the Publisher ID and fills every other field of the vendor. Pick the "Google AdSense" card under Advertising, enter the Publisher ID, and click "Add Google AdSense". Find the Publisher ID in AdSense under Account › Settings › Account information; the ID starts with ca-pub-. The illustration shows the template form in the TermsFeed app.

TermsFeed app · Vendors · Add a vendor

Search templates

Advertising

Criteo

Google AdSenseTemplate1

Publisher ID2

ca-pub-4826193057412683

Vendor category Advertising · Filled by the template

Add Google AdSense3

The Google AdSense template in TermsFeed Privacy Consent: (1) pick the card, (2) enter the Publisher ID, (3) click "Add Google AdSense". Illustration of the TermsFeed app.

Privacy Consent detects the location of each visitor and records every answer in a consent log. Set up Google AdSense from its template with TermsFeed Privacy Consent.

Follow every step, the vendor settings, and the check in Chrome DevTools in how to block the __gads cookie.

Who Runs Google AdSense

Google LLC runs Google AdSense from the United States, and Google Ireland Limited provides Google services to users in the European Economic Area (EEA) and Switzerland. Google lists AdSense as a controller service under the Google Ads Controller-Controller Data Protection Terms.

Read how Google LLC handles the data in the Google AdSense privacy policy, and sign the Google Ads Controller-Controller Data Protection Terms before you collect data from visitors in the EU or the UK. Both documents appear in the sources at the end of this page.

Google AdSense Cookie FAQs

Does Google AdSense need consent?

Yes, the Google AdSense cookies need consent in the EU and the UK, and need no prior opt-in in California. Firstly, the ePrivacy Directive requires consent before a site sets the advertising cookies of Google AdSense. Secondly, the UK PECR requires consent before a site sets the advertising cookies of Google AdSense. Thirdly, the CCPA sets no general opt-in requirement for the advertising cookies of Google AdSense, and the table gives the opt-out right of visitors. The consent section of this page gives the table for each law.

How long do Google AdSense cookies last?

The cookies of Google AdSense last from 180 days (6 months) to 13 months (395 days). The __eoi cookie lasts the shortest time, and the __gads cookie lasts longest. The retention column of the cookie list gives the lifetime of each cookie.

How do I block Google AdSense cookies?

Block the Google AdSense cookies by holding back the AdSense code (adsbygoogle.js) until the visitor accepts advertising cookies. Tag the AdSense code (adsbygoogle.js) with data-cookie-consent="targeting" in TermsFeed Free Cookie Consent, or add Google AdSense as a vendor in TermsFeed Privacy Consent. The page of the __gads cookie gives the full steps and the settings of Google AdSense.

Sources for the Google AdSense Cookies

The facts on this page come from the documentation Google publishes, checked on 2026-10-17. The list gives every source, so you check each fact yourself.