When visitors decline cookies, traditional analytics tags stop collecting data, and reports can show far fewer conversions than really happened. Consent Mode offers a privacy-respecting middle ground.
How it works
Your consent banner tells Google tags whether a visitor has agreed to analytics and advertising storage. Tags then adjust their behaviour accordingly, and Google can model some missing conversions in aggregate.
Setting it up
- Choose a certified consent management platform.
- Configure default consent states for each region.
- Connect the banner to Google Tag Manager.
- Test that tags respond correctly to each choice.
Beyond Google
Apply the same consent logic to other tags such as Meta, LinkedIn and chat widgets.
Keep reporting honest
Explain to stakeholders that some data is modelled and that totals may differ from back-end sales figures. Compare trends rather than chasing exact matches.
FAQs
Is Consent Mode required?
For advertisers using Google services with EEA and UK users, Google requires consent signals to be passed.
Does it bypass user choices?
No. It respects choices and adjusts measurement accordingly.
Will our numbers change?
Usually reported conversions become more realistic once modelling is enabled.
