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.
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.