Now that webpages must ask for the explicit consent of users before installing cookies in their browser, it is impossible to measure conversion rates for users who refuse to give their consent. With its new <\/span>\u201cConsent mode\u201d<\/b> functionality, Google looks to mitigate this impact. In this article, we\u2019ll give you an inside look at how it works.<\/span><\/p>\n Consent mode<\/b> is focused on <\/span>two types of consent: general analytics and ad personalization<\/b>. These two new variables – ad_storage and analytics_storage – allow you to inform your tags (Google Analytics, GMP, and Google Ads) about the status of the user\u2019s consent and therefore adjust site behavior according to that consent.<\/span><\/p>\n Consent Mode is not a CMP<\/b> (Consent Management Platform). It complements the system or solution that is installed which collects the consent of the users. The tags themselves will always be executed, no matter if you have the consent of the user or not. The real change comes in the information they collect: if the user has given its consent, the tag will be executed normally, while if the user has rejected it, the tag will be executed without collecting or sending cookie information. In this way, it\u2019s possible to continue having a basic and aggregated measurement instead of completely losing this information. With the information collected from the users who have accepted the consent, Google platforms will also be able to model the conversions for those users that have rejected it. This modeling isn\u2019t active yet, but it’s on Google\u2019s roadmap.<\/span><\/p>\n An additional functionality that can be activated is called \u201cURL Passthrough.\u201d This option will allow you to send the click identifier in the URL to continue associating it with a conversion in the absence of cookies. <\/span>To implement it, you\u00a0 must be using Google Tag Manager or gtag<\/b>. In order to configure it, certain additional lines of code must be included.<\/span><\/p>\n Other Consent Management Platforms (such as Cookiebot or OneTrust, among others) already have direct integrations developed which facilitate activation.\u00a0<\/span><\/p>\n If you want to know more about Consent Mode, get in touch with Making Science and our team of experts.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":" How to continue measuring conversions while respecting new consent rules Now that webpages must ask for the explicit consent of users before installing cookies in their browser, it is impossible to measure conversion rates for users who refuse to give their consent. With its new \u201cConsent mode\u201d functionality, Google looks to mitigate this impact. In […]<\/p>\n","protected":false},"author":23,"featured_media":14894,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[176],"tags":[353,354,541,684,672],"class_list":["post-14775","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-adtech","tag-consent-mode-2","tag-ga4-2","tag-gmp","tag-google-analytics-4-2","tag-google-marketing-platform-3"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/posts\/14775","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/users\/23"}],"replies":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/comments?post=14775"}],"version-history":[{"count":0,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/posts\/14775\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/media\/14894"}],"wp:attachment":[{"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/media?parent=14775"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/categories?post=14775"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.makingscience.com\/us\/wp-json\/wp\/v2\/tags?post=14775"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}Two types of consent<\/span><\/h2>\n
URL Passthrough<\/span><\/h2>\n
Conclusion<\/span><\/h2>\n
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