What is consent mode?

Short answer

Consent mode tells Google whether a visitor gave permission for cookies. Google then adjusts the tracking to match.

In Europe you may only track with cookies if someone gives permission. Your cookie banner asks for that permission. Consent mode passes the answer on to Google Analytics and Google Ads.

Without consent mode you miss data or you actually track too much. Google also requires it for advertisers in Europe.

A good cookie banner makes refusing just as easy as accepting. That is what privacy regulators ask for.

Real-life example

An accountant saw almost no enquiries in Google Ads. The cookie banner did not pass on the consent. After setting up consent mode the numbers were right again.

How we help with this

At Marketing Friends we take care of this for businesses across Europe. Read more about Tracking and KPIs or first do the free scan.

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