Consent Mode in Google Analytics

by Feb 22, 2022Blog

What is it?

Consent Mode in Google Analytics helps marketers manage consumer consent on a given site, created in response to European data regulations regarding consent. With Consent Mode, Google tags will dynamically adapt behavior depending on what cookies the user has agreed to.


It works as a JavaScript field value pair, which can either be granted or denied. When the website visitor has consented to cookies, the parameters are set to true and Google tags will fire normally. When consent is not provided, one of the pairs will be denied, and Google tags will fire anonymously. When sent anonymously, there is less information passed onto the advertiser, removing the ability to identify a user to the ad interaction. 

Why is this important?

This removes the need for more complex tag firing conditions or customizations to ensure that your Google tags comply with regulations. This initiative also represents a move away from cookies, as many people do not want to be followed with an ad while online, making it more difficult to measure visitor activity.


In addition, most advertisers only collect data once consent has been given, which creates missed opportunities to track the other portion of the activity. As a result, Consent Mode allows for an increased data collection window, helping to fill in the blanks for users who choose to opt-out of cookies, recovering 70%+ of lost conversions.


With the need for privacy-first tools growing in the future, now is the time to start using this new feature. Need help navigating through the complexities of Consent Mode? Contact us today for a free strategy call.