Respect consent choices
You can 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 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.
A customer visits your website and makes their consent selection for the use of cookies on your consent banner.
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 modeling.
Want to learn more? Watch a Google Ads Tutorial video on Consent Mode or About Consent Mode