A webpage with a Google checkmark next to cookie consent settings.

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.

A webpage with a Google checkmark next to cookie consent settings.
TUI tourism logo

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 consent banner pop up window.

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

  • Cookie consent toggles on a shield.

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

  • A graph shows a missing data point filled in by modeling.

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

Frequently asked questions