diff --git a/README.md b/README.md
index 199ee0e6..fd8a6315 100644
--- a/README.md
+++ b/README.md
@@ -106,14 +106,13 @@ var orejimeConfig = {
       cookies: [
         '_ga',
         '_gat',
-        '_gid',
-        '__utma',
-        '__utmb',
-        '__utmc',
-        '__utmt',
-        '__utmz',
-        '_gat_gtag_' + GTM_UA,
-        '_gat_' + GTM_UA
+        '_gat_' + GTM_UA,
+
+        // Regexes can be provided as strings or RegExp objects to match names
+        // more broadly.
+        '/^_gat_.+$/i',
+        /^_gat_.+$/i,
+        new RegExp('^_gat_.+$', 'i')
       ],
 
       // [optional]
@@ -148,6 +147,7 @@ var orejimeConfig = {
       description: 'Example of an inline tracking script',
       cookies: [
         'inline-tracker',
+
         // When deleting a cookie, Orejime will try to delete a cookie with the
         // given name, the "/" path, and multiple domains (the current domain
         // and `"." + current domain`).
diff --git a/src/core/utils/deletePurposeCookies.ts b/src/core/utils/deletePurposeCookies.ts
index fe1dd982..30174123 100644
--- a/src/core/utils/deletePurposeCookies.ts
+++ b/src/core/utils/deletePurposeCookies.ts
@@ -1,6 +1,6 @@
 import {PurposeCookie} from '../types';
 import {deleteCookie, getCookieNames} from './cookies';
-import escapeRegex from './escapeRegex';
+import {toRegex} from './regexes';
 
 export default (cookies: PurposeCookie[]) => {
 	const cookieNames = getCookieNames();
@@ -13,12 +13,10 @@ export default (cookies: PurposeCookie[]) => {
 			[pattern, path, domain] = pattern;
 		}
 
-		if (!(pattern instanceof RegExp)) {
-			pattern = new RegExp(`^${escapeRegex(pattern)}$`);
-		}
+		const regex = toRegex(pattern);
 
 		cookieNames
-			.filter((name) => (pattern as RegExp).test(name))
+			.filter((name) => regex.test(name))
 			.forEach((cookie) => {
 				deleteCookie(cookie, path, domain);
 			});
diff --git a/src/core/utils/escapeRegex.ts b/src/core/utils/escapeRegex.ts
deleted file mode 100644
index febdc5ad..00000000
--- a/src/core/utils/escapeRegex.ts
+++ /dev/null
@@ -1,2 +0,0 @@
-export default (regex: string) =>
-	regex.replace(/[\-\[\]\/\{\}\(\)\*\+\?\.\\\^\$\|]/g, '\\$&');
diff --git a/src/core/utils/regexes.test.ts b/src/core/utils/regexes.test.ts
new file mode 100644
index 00000000..07d6a8a2
--- /dev/null
+++ b/src/core/utils/regexes.test.ts
@@ -0,0 +1,22 @@
+import {toRegex} from './regexes';
+
+describe('toRegex', () => {
+	test('should return a regex as-is', () => {
+		const regex = new RegExp('pattern', 'gi');
+		expect(toRegex(regex)).toEqual(regex);
+	});
+
+	test('should turn a pattern into a regex', () => {
+		expect(toRegex('/pattern/')).toEqual(new RegExp('pattern'));
+		expect(toRegex('/pattern/i')).toEqual(new RegExp('pattern', 'i'));
+
+		// The only flag allowed is `i`
+		expect(toRegex('/pattern/g')).not.toEqual(new RegExp('pattern', 'g'));
+		expect(toRegex('/pattern/gi')).not.toEqual(new RegExp('pattern', 'gi'));
+	});
+
+	test('should turn a string into a regex', () => {
+		expect(toRegex('pattern')).toEqual(new RegExp('^pattern$'));
+		expect(toRegex('^pattern$')).toEqual(new RegExp('^\\^pattern\\$$'));
+	});
+});
diff --git a/src/core/utils/regexes.ts b/src/core/utils/regexes.ts
new file mode 100644
index 00000000..732d412f
--- /dev/null
+++ b/src/core/utils/regexes.ts
@@ -0,0 +1,27 @@
+// Turns a pattern into a regex.
+// If the string looks like a regex pattern, it is used as-is.
+// Otherwise, a regex is build to match the string exactly.
+export const toRegex = (pattern: string | RegExp) => {
+	if (pattern instanceof RegExp) {
+		return pattern;
+	}
+
+	if (pattern.startsWith('/')) {
+		// A regex to match a (simplistic) regex to match cookie names.
+		// `i` is the only relevant flag in that context.
+		const matches = /^\/(.*)\/(i?)$/.exec(pattern);
+
+		if (matches) {
+			try {
+				return new RegExp(matches[1], matches[2]);
+			} catch (e) {}
+		}
+	}
+
+	const escaped = pattern.replace(
+		/[\-\[\]\/\{\}\(\)\*\+\?\.\\\^\$\|]/g,
+		'\\$&'
+	);
+
+	return new RegExp(`^${escaped}$`);
+};