  Although it is well known that any consideration of the variations of
fundamental constants should be restricted to their dimensionless combinations,
the literature on variations of the gravitational constant $G$ is entirely
dimensionful. To illustrate applications of this to cosmology, we explicitly
give a dimensionless version of the parameters of the standard cosmological
model, and describe the physics of Big Bang Neucleosynthesis and recombination
in a dimensionless manner. The issue that appears to have been missed in many
studies is that in cosmology the strength of gravity is bound up in the
cosmological equations, and the epoch at which we live is a crucial part of the
model. We argue that it is useful to consider the hypothetical situation of
communicating with another civilization (with entirely different units),
comparing only dimensionless constants, in order to decide if we live in a
Universe governed by precisely the same physical laws. In this thought
experiment, we would also have to compare epochs, which can be defined by
giving the value of any {\it one} of the evolving cosmological parameters. By
setting things up carefully in this way one can avoid inconsistent results when
considering variable constants, caused by effectively fixing more than one
parameter today. We show examples of this effect by considering microwave
background anisotropies, being careful to maintain dimensionlessness
throughout. We present Fisher matrix calculations to estimate how well the fine
structure constants for electromagnetism and gravity can be determined with
future microwave background experiments. We highlight how one can be misled by
simply adding $G$ to the usual cosmological parameter set.
