With new consent requirements in force, we must integrate data modeling to overcome data loss from our analytics tools. Otherwise, we will not be able to completely measure site interactions, nor answer questions like:
- How many daily active users are there?
- How many new users have I attracted with my last campaign?
- What journey does the user take, from landing on the web to making a purchase or conversion?
However, with the implementation of Consent Mode, we can have a much more realistic vision of our business because we will be able to model the behavior of users who reject cookies, based on the behavior of those who accept them.
As you can see in the image below, for a few days we started tracking the modeled data of users who rejected cookies in Google Analytics 4. The data quality is clearly enhanced when using Consent Mode.
Moving forward, we will be able to obtain higher quality insights since we will not only have the results of the users who consent to cookie tracking, but also modeled information of those who do not, and therefore, our volume of users grows.
Usually, around 20-30% of users do not accept cookies. So, we can expect to see the volume of data gathered by around 20%.
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What are the requirements to be able to see the conversions modeled in GA4?
- Implement Consent Mode
- Have at least 1,000 daily events with analytics_storage=’denied’ for at least 7 days.
- Have at least 1,000 daily users submitting events with analytics_storage=’granted’ for at least 7 of the previous 28 days.
In short, Consent Mode and GA4 can help us continue to add value to our business, even in a cookieless environment.
If you want to implement Consent Mode in your business, or even migrate to the new GA4, our team of experts can help you with a custom solution. We can’t wait to hear from you!🚀
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