From another ICO page: https://ico.org.uk/for-organisations/guide-to-pecr/guidance-on-the-use-of-cookies-and-similar-technologies/how-do-we-comply-with-the-cook

From another ICO page: https://ico.org.uk/for-organisations/guide-to-pecr/guidance-on-the-use-of-cookies-and-similar-technologies/how-do-we-comply-with-the-cookie-rules/#comply15 https://ico.org.uk/for-organisations/guide-to-pecr/guidance-... Are analytics cookies exempt? No. It is important to note that PECR does not distinguish between cookies used for analytics activities and those used for other purposes. Analytics cookies do not fall within the ‘strictly necessary’ exemption. This means you need to tell people about analytics cookies and gain consent for their use. … Whilst analytics can provide useful information for you, they are not part of the functionality that the user requests when they use your online service – if you didn’t have analytics running the user could still be able to access your service. This is why analytics cookies aren’t strictly necessary and do require consent.