Full Answer
Google Consent Mode is a framework that adjusts how Google tags behave based on user consent. Instead of tracking nothing when users decline cookies, Consent Mode sends anonymized signals that Google uses to model and estimate conversions. How It Works Traditional approach: With Consent Mode: Consent States Four consent parameters: ad_storage:
- Controls ads cookies
- Remarketing, attribution
- Default: 'denied' until consent analytics_storage:
- Controls analytics cookies
- GA4 measurement
- Default: 'denied' until consent ad_user_data:
- Send user data to Google for advertising
- Required for Enhanced Conversions ad_personalization:
- Personalized ads
- Remarketing eligibility Implementation Basic consent mode: Conversion Modeling When consent is denied, Google: 1. Receives anonymized ping (no cookies) 2. Uses machine learning to model conversions 3. Estimates what would have been measured 4. Feeds modeled data to algorithms Accuracy:
- Not as good as full tracking
- Better than nothing
- Improves with volume...