Respect consent choices
Effectively measure conversions while respecting people’s consent choices for ads and analytics cookies.
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.
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 modelling 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.
Consent Mode adjusts how your Google tag behaves, based on the customer’s consent choices.
If consent is granted, the conversion is reported normally. If not, Consent Mode recovers the conversion using modelling.
Want to learn more? Watch a Google Ads Tutorial video on Consent Mode or About Consent Mode
In all cases, pings may include functional information like timestamp, user agent and referrer.
Other aggregate or non-identifying information could include:
Learn more about how Google uses Consent Mode data.
You can see the impact of Consent Mode on your conversion volume using the Consent Mode impact results.
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.
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.