Google consent mode · consent and measurement
Consent Mode is Google's mechanism that adjusts its tags' behaviour according to the visitor's choice in your consent banner: full measurement if they accept, anonymous signals if they refuse. It keeps you compliant while preserving usable measurement, thanks to conversion modelling for what is missing.
A concrete example
Out of 100 real conversions, 30 visitors refuse cookies: without Consent Mode they vanish from your reports and your campaigns look less profitable than they are; with it, Google models part of them and your decisions stay grounded.
Why it matters
Compliant measurement is not optional, and blind measurement is not inevitable: a compliant banner properly wired to Consent Mode preserves most of your steering ability. It is a one-off technical project that conditions the reliability of all your advertising numbers.
Frequently asked questions
- Does Consent Mode replace the consent banner?
- No: the banner collects the visitor's choice, Consent Mode passes that choice to Google's tags and adapts their behaviour. You need both, correctly connected, to be compliant and well measured at once.
- What is conversion modelling?
- When part of your visitors refuse measurement, Google statistically estimates the missing conversions from the behaviour observed among those who accept. Your reports then show a picture closer to reality, with no personal data from those who refused.