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Recover conversions lost due to consent choices

In places where consent banners are required, like the European Economic Area and the United Kingdom, Consent Mode adjusts how site tags behave based on people’s consent status and solves for unknowns in campaign performance when consent for cookies is not granted.

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How TUI measured 7% more conversions with Consent Mode

TUI is a leading global tourism group that relies on accurate, privacy-centric measurement. It recently launched a new website with a cookie consent banner, and worked with Google to implement Consent Mode on its website. This enabled modeling for conversions that could not be measured if a user declined consent for cookies. After implementation, TUI saw a 7% increase in conversions from its Google Ads campaigns, while still respecting people’s consent choices.

How Consent Mode works

  • A webpage with a reject sign and checkmark

    A customer visits your website and makes their consent selection for the use of cookies on your consent banner.

  • Shield with toggles inside

    Consent Mode adjusts how your Google tag behaves, based on the customer’s consent choices.

  • A graph showing an increase in performance

    If consent is granted, the conversion is reported normally. If not, Consent Mode recovers the conversion using modelling.

Frequently asked questions

What data does Consent Mode collect?

In all cases, pings may include functional information like timestamp, user agent, and referrer.

Other aggregate or non-identifying information could include:

  • An indication of whether or not the current page or a prior page in the individual’s navigation on the site included ad-click information in the URL (for example, GCLID or DCLID)
  • Boolean information about the consent state
  • Random number generated on each page load
  • Information about the consent platform used by the site owner (for example, Developer ID)

Learn more about how Google uses Consent Mode data.

How do I quantify the impact of Consent Mode on my campaign performance?

You can see the impact of Consent Mode on your conversion volume using the Consent Mode impact results.

How do pings enabled in Consent Mode differ from cookies?

In Consent Mode, a ping captures an individual’s consent without the use of cookie storage. If consent is not granted, a ping with only functional, non-identifying information is sent.

Get more information about pings in this helpful resource.

Learn about Google’s privacy-preserving solutions in this Google blog post.

What is conversion modelling?

Modelled conversions use data that does not identify an individual to estimate conversions that Google is unable to observe directly. This can offer a more complete report of your conversions.

Read more in this article on modelled online conversions.