Google is not allowed to collect PII data of users who visit google services without registering. So everytime you delete your cookies, you are a new user, and they also are not allowed to log the ip address of non-users indefinitely.
Maybe it's normal for a startup, but for a billion dollar company, they're not going to roll the dice on 4% revenue fines and IP address geolocation.
(Disclosure: I work at Google, I'm not a lawyer, and this is not legal advice)