Yes (and no). By default, when we spider or test a page we block all Google Analytics and DoubleClick hits from being sent. However, in order to check if 3rd-party cookies are used by Google Analytics – this happens if you have Demographics and Interest Reports, Remarketing with GA or DCM Integration – we have to allow a very small number of hits to pass through our filter.
This is because some DoubleClick hits can originate from the Google Analytics hit (analytics.js file). The check for 3rd-party cookie use is important because of its privacy implications. Using 3rd-party cookies requires explicit consent under GDPR laws, whereas using the default 1st-party cookie method of Google Analytics does not require consent (read the detailed discussion regarding tracking consent).
What is the number of hits allowed through?
Very small… If you load DoubleClick from your home page, only 1 hit will be allowed through to GA and the tool immediately stops checking. If DoubleClick is not detected on your homepage a maximum of 10 pageviews per audit, or 0.1% of the total spider size, whichever is the larger number, are allowed through. The reason for checking more than the one page is that often DoubleClick is deployed only on certain parts of a website, such as a specific product category. The spider therefore needs a chance to find these during its random crawl, but will stop once a DoubleClick hit is found.
How to filter Verified Data from your Google Analytics account
You can stop Verified Data checks from being collected in your Google Analytics reports by defining a filter based on our browser signature: