diff --git a/app/assets/javascripts/modules/cookieless-tracker.js b/app/assets/javascripts/modules/cookieless-tracker.js
deleted file mode 100644
index 25604ae64..000000000
--- a/app/assets/javascripts/modules/cookieless-tracker.js
+++ /dev/null
@@ -1,116 +0,0 @@
-window.GOVUK = window.GOVUK || {}
-window.GOVUK.Modules = window.GOVUK.Modules || {};
-
-(function (Modules) {
-  var CookielessTracker = function (trackingId, fieldsObject) {
-    var trackerName = fieldsObject.name + '.'
-
-    function configureProfile () {
-      // https://developers.google.com/analytics/devguides/collection/analyticsjs/command-queue-reference#create
-      sendToGa('create', trackingId, fieldsObject)
-    }
-
-    function anonymizeIp () {
-      // https://developers.google.com/analytics/devguides/collection/analyticsjs/advanced#anonymizeip
-      sendToGa(trackerName + 'set', 'anonymizeIp', true)
-    }
-
-    function disableAdFeatures () {
-      // https://developers.google.com/analytics/devguides/collection/analyticsjs/field-reference#allowAdFeatures
-      sendToGa(trackerName + 'set', 'allowAdFeatures', false)
-    }
-
-    function stripTitlePII () {
-      sendToGa(trackerName + 'set', 'title', '')
-    }
-
-    function stripLocationPII () {
-      sendToGa(trackerName + 'set', 'location', '')
-    }
-
-    function load () {
-      /* eslint-disable */
-      (function (i, s, o, g, r, a, m) { i['GoogleAnalyticsObject'] = r; i[r] = i[r] || function () {
-        (i[r].q = i[r].q || []).push(arguments) }, i[r].l = 1 * new Date(); a = s.createElement(o),
-        m = s.getElementsByTagName(o)[0]; a.async = 1; a.src = g; m.parentNode.insertBefore(a, m)
-      })(window, document, 'script', 'https://www.google-analytics.com/analytics.js', 'ga')
-      /* eslint-enable */
-    }
-
-    // Support legacy cookieDomain param
-    if (typeof fieldsObject === 'string') {
-      fieldsObject = { cookieDomain: fieldsObject }
-    }
-
-    load()
-    configureProfile()
-    anonymizeIp()
-    disableAdFeatures()
-    stripTitlePII()
-    stripLocationPII()
-  }
-
-  CookielessTracker.load = function () {
-    /* eslint-disable */
-    (function (i, s, o, g, r, a, m) { i['GoogleAnalyticsObject'] = r; i[r] = i[r] || function () {
-      (i[r].q = i[r].q || []).push(arguments) }, i[r].l = 1 * new Date(); a = s.createElement(o),
-      m = s.getElementsByTagName(o)[0]; a.async = 1; a.src = g; m.parentNode.insertBefore(a, m)
-    })(window, document, 'script', 'https://www.google-analytics.com/analytics.js', 'ga')
-    /* eslint-enable */
-  }
-
-  // https://developers.google.com/analytics/devguides/collection/analyticsjs/events
-  CookielessTracker.prototype.trackEvent = function (category, action, options) {
-    options = options || {}
-    var value
-    var trackerName = ''
-    var evt = {
-      hitType: 'event',
-      eventCategory: category,
-      eventAction: action
-    }
-
-    // Label is optional
-    if (typeof options.label === 'string') {
-      evt.eventLabel = options.label
-      delete options.label
-    }
-
-    // Value is optional, but when used must be an
-    // integer, otherwise the event will be invalid
-    // and not logged
-    if (options.value || options.value === 0) {
-      value = parseInt(options.value, 10)
-      if (typeof value === 'number' && !isNaN(value)) {
-        options.eventValue = value
-      }
-      delete options.value
-    }
-
-    // trackerName is optional
-    if (typeof options.trackerName === 'string') {
-      trackerName = options.trackerName + '.'
-      delete options.trackerName
-    }
-
-    // Prevents an event from affecting bounce rate
-    // https://developers.google.com/analytics/devguides/collection/analyticsjs/events#implementation
-    if (options.nonInteraction) {
-      options.nonInteraction = 1
-    }
-
-    if (typeof options === 'object') {
-      $.extend(evt, options)
-    }
-
-    sendToGa(trackerName + 'send', evt)
-  }
-
-  function sendToGa () {
-    if (typeof window.ga === 'function') {
-      window.ga.apply(window, arguments)
-    }
-  }
-
-  Modules.CookielessTracker = CookielessTracker
-})(window.GOVUK.Modules)
diff --git a/app/assets/javascripts/modules/track-variant.js b/app/assets/javascripts/modules/track-variant.js
deleted file mode 100644
index 11dcbc469..000000000
--- a/app/assets/javascripts/modules/track-variant.js
+++ /dev/null
@@ -1,32 +0,0 @@
-window.GOVUK.Modules = window.GOVUK.Modules || {};
-
-(function (Modules) {
-  'use strict'
-
-  Modules.TrackVariant = function () {
-    this.start = function ($element) {
-      var element = $element[0]
-
-      if (window.GOVUK.cookie('cookies_preferences_set') !== 'true') {
-        var variant = element.getAttribute('content')
-
-        if (variant === undefined) {
-          return
-        }
-
-        var cookielessTracker = new GOVUK.Modules.CookielessTracker('UA-26179049-29', {
-          name: 'CookielessTracker',
-          storage: 'none',
-          clientId: '0'
-        })
-
-        cookielessTracker.trackEvent('cookieless', 'hit', {
-          trackerName: 'CookielessTracker',
-          label: variant,
-          javaEnabled: false,
-          language: ''
-        })
-      }
-    }
-  }
-})(window.GOVUK.Modules)
diff --git a/app/controllers/application_controller.rb b/app/controllers/application_controller.rb
index 69976c1bd..41e929d77 100644
--- a/app/controllers/application_controller.rb
+++ b/app/controllers/application_controller.rb
@@ -3,8 +3,6 @@ class ApplicationController < ActionController::Base
   # For APIs, you may want to use :null_session instead.
   protect_from_forgery except: :service_sign_in_options
 
-  include CookielessTestable
-
   if ENV["BASIC_AUTH_USERNAME"]
     http_basic_authenticate_with(
       name: ENV.fetch("BASIC_AUTH_USERNAME"),
diff --git a/app/controllers/concerns/cookieless_testable.rb b/app/controllers/concerns/cookieless_testable.rb
deleted file mode 100644
index ee957fab9..000000000
--- a/app/controllers/concerns/cookieless_testable.rb
+++ /dev/null
@@ -1,31 +0,0 @@
-module CookielessTestable
-  extend ActiveSupport::Concern
-
-  CUSTOM_DIMENSION = 49
-
-  def self.included(base)
-    base.helper_method(
-      :cookieless_variant,
-    )
-    base.after_action :set_test_response_header
-  end
-
-  def cookieless_variant
-    @cookieless_variant ||= cookieless_test.requested_variant(request.headers)
-  end
-
-private
-
-  def cookieless_test
-    @cookieless_test ||= GovukAbTesting::AbTest.new(
-      "CookielessAATest",
-      dimension: CUSTOM_DIMENSION,
-      allowed_variants: %w[A B Z],
-      control_variant: "Z",
-    )
-  end
-
-  def set_test_response_header
-    cookieless_variant.configure_response(response)
-  end
-end
diff --git a/app/views/layouts/application.html.erb b/app/views/layouts/application.html.erb
index bc7c9ac1e..312c8dcd3 100644
--- a/app/views/layouts/application.html.erb
+++ b/app/views/layouts/application.html.erb
@@ -26,11 +26,6 @@
   <% if @content_item.description %>
     <meta name="description" content="<%= strip_tags(@content_item.description) %>" />
   <% end %>
-  
-  <%= cookieless_variant.analytics_meta_tag.html_safe %>
-  <% unless cookieless_variant.variant?('Z') %>
-    <meta name="Cookieless-Variant" content="<%= cookieless_variant.variant_name %>" data-module="track-variant">
-  <% end %>
 
   <%= yield :extra_head_content %>
 </head>
diff --git a/spec/javascripts/track-variant-spec.js b/spec/javascripts/track-variant-spec.js
deleted file mode 100644
index 91be96462..000000000
--- a/spec/javascripts/track-variant-spec.js
+++ /dev/null
@@ -1,61 +0,0 @@
-describe('Test variant tracker', function () {
-  'use strict'
-
-  var tracker,
-    element,
-    FakeCookielessTracker,
-    gaSpy
-
-  beforeEach(function () {
-    GOVUK.cookie('cookies_preferences_set', null)
-    gaSpy = jasmine.createSpyObj('initGa', ['send'])
-
-    FakeCookielessTracker = function (trackingId, fieldsObject) {}
-    FakeCookielessTracker.prototype.trackEvent = function (category, action, options) {
-      gaSpy.send(category, action, options)
-    }
-
-    GOVUK.Modules.CookielessTracker = FakeCookielessTracker
-
-    tracker = new GOVUK.Modules.TrackVariant()
-  })
-
-  afterEach(function () {
-    GOVUK.Modules.CookielessTracker = null
-  })
-
-  it('tracks A variant', function () {
-    element = $('<meta name="Cookieless-Variant" content="A" data-module="track-variant">')
-
-    tracker.start(element)
-
-    expect(gaSpy.send).toHaveBeenCalledWith('cookieless', 'hit', {
-      trackerName: 'CookielessTracker',
-      label: 'A',
-      javaEnabled: false,
-      language: ''
-    })
-  })
-
-  it('tracks B variant', function () {
-    element = $('<meta name="Cookieless-Variant" content="B" data-module="track-variant">')
-
-    tracker.start(element)
-
-    expect(gaSpy.send).toHaveBeenCalledWith('cookieless', 'hit', {
-      trackerName: 'CookielessTracker',
-      label: 'B',
-      javaEnabled: false,
-      language: ''
-    })
-  })
-
-  it('does not track variant if cookie is set', function () {
-    GOVUK.cookie('cookies_preferences_set', true)
-    element = $('<meta name="Cookieless-Variant" content="Z" data-module="track-variant">')
-
-    tracker.start(element)
-
-    expect(gaSpy.send).not.toHaveBeenCalled()
-  })
-})
diff --git a/test/controllers/content_items_controller_test.rb b/test/controllers/content_items_controller_test.rb
index 8995e9ac2..e0b2ed42c 100644
--- a/test/controllers/content_items_controller_test.rb
+++ b/test/controllers/content_items_controller_test.rb
@@ -385,26 +385,6 @@ class ContentItemsControllerTest < ActionController::TestCase
     assert_select ".gem-c-contextual-footer", false
   end
 
-  %w[A B].each do |test_variant|
-    test "record cookieless hit when in variant #{test_variant}" do
-      with_variant CookielessAATest: test_variant.to_s do
-        content_item = content_store_has_schema_example("case_study", "case_study")
-
-        get :show, params: { path: path_for(content_item) }
-        assert_select "meta[data-module=track-variant][content=#{test_variant}]"
-      end
-    end
-  end
-
-  test "not record cookieless hit when in variant Z" do
-    with_variant CookielessAATest: "Z" do
-      content_item = content_store_has_schema_example("case_study", "case_study")
-
-      get :show, params: { path: path_for(content_item) }
-      assert_select "meta[data-module=track-variant]", false
-    end
-  end
-
   def path_for(content_item, locale = nil)
     base_path = content_item["base_path"].sub(/^\//, "")
     base_path.gsub!(/\.#{locale}$/, "") if locale