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Measurement

Consent Mode

Consent Mode adjusts how Google''s tags behave based on a visitor''s cookie choices, modelling conversions when consent is denied so your measurement survives privacy rules.

What it means

Instead of simply firing or not firing, Google''s tags read the visitor''s consent state and adapt. With Consent Mode v2 you set a default state, then update it the moment the user accepts or declines. When analytics consent is denied, Google models the missing conversions from aggregate patterns.

Why it matters

Without it, a privacy-first cookie banner can blow a hole in your data the day you launch it. Consent Mode keeps measurement and ad optimisation working while respecting PDPL/GDPR — the difference between compliant and blind.

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