Consent Mode
Measurement and data
Measurement and data
Consent Mode is how Google tags adapt their behaviour to a visitor's cookie choice, with modelled figures for those who decline.
Without consent no identifiers are stored; only anonymised signals are sent, after which Google models part of the missing conversions. In the EU this has effectively become required for Google Ads advertisers.
Note: this is a technical implementation, not legal advice. What exactly you may measure and how your banner should look belongs with a privacy lawyer.
Related terms
- Google Tag ManagerGoogle Tag Manager lets you manage tracking codes and pixels without changing your website every time.
- GA4GA4 is the current version of Google Analytics. Everything is recorded as an event, instead of pageviews with separate goals as in Universal Analytics.
- First-party dataFirst-party data is data you collect yourself from your own customers and visitors: orders, email addresses, on-site behaviour, conversations in your CRM.
- Server-side trackingWith server-side tracking you send measurement data from your own server to platforms, instead of straight from the visitor's browser.