LowChecked on every planEU
Tracking cookies last longer than 13 months
How long can analytics and advertising cookies last?
There is no single EU number, but 13 months is the usual limit. France caps analytics cookies at 13 months. Google Analytics and many ad pixels default to two years, so change their settings.
74%of 168 European shops did this (125)
No. 1most common low problem in the study
Why it matters
France’s CNIL uses 13 months as the maximum lifetime for audience-measurement cookies, and the GDPR says data must not be kept longer than needed. Shorter cookie lifetimes also mean consent is asked again at sensible intervals.
How to fix it
- Set your analytics cookie expiry to 13 months or less (in Google Analytics: Admin → Data streams → Configure tag settings → Override cookie settings).
- Check the cookie settings of your advertising pixels and consent tool.
- Don’t extend a cookie’s expiry every time the visitor comes back.