Google Consent Mode and Cookie Consent

If our website visitors are not consenting to cookies, could the implementation of consent mode assist in compensating for the data loss? I'm somewhat puzzled by its actual functionality.

It's essentially a delicate balancing act. When using Google Consent Mode, you establish a default consent state. For instance, you might set analytics_storage and ad_storage to "denied." Now, you can configure Google tags to trigger as you typically would (e.g., on all pages).

When a visitor arrives on your page (where analytics_storage and ads_storage are denied due to the default state), related tags like the GA4 config tag and Ads remarketing will still trigger as usual. These tags incorporate consent checks within them and adjust their behavior accordingly. They respect the lack of given consent and only transmit non-personal metrics/pings to GA4 and Google Ads.

When users grant consent, it enhances the data with personal information. By sending these pings before consent is given, Google can model your traffic (which was previously unmeasurable).

For other tags that lack built-in consent checks, you still need to specify the consent states required for them to activate.

It will partially address the gap when certain additional criteria are met. Two key factors come into play: there must be a sufficient overall volume of traffic to the website, and a substantial portion of this traffic must come from users who grant consent. If you find yourself in a situation where the majority (say, 90%) of users are opting out, investing resources in implementing Consent Mode might not be the wisest course of action. In such cases, it's more beneficial to closely examine the user experience (UX) related to the cookie banner.

Striking the right balance is crucial here. It's essential not to resort to manipulative UX tactics that coerce users into granting consent. However, you can certainly make it user-friendly, particularly on mobile devices, where you can ensure that the "Allow All" button is placed within the most easily accessible area of the screen.