Definition
Consent Mode adapts how measurement tags behave based on user consent choices (for example analytics vs ads storage).
Example
If a user declines ads storage, ad tags run in a restricted mode and conversions may be modeled.
How to use it
- Implement it with a clear consent banner and store choices consistently.
- Expect modeled conversions to differ from direct measurements; reconcile with blended metrics.
- Keep consent status synced across analytics and ad platforms.
Common mistakes
- Firing tags before consent and trying to fix it later.
- Assuming modeled conversions are the same as observed conversions.
Measured as
Measure Consent Mode with a fixed attribution window, conversion event, and spend basis before comparing campaigns or creative tests.
Misused when
- Firing tags before consent and trying to fix it later.
- Assuming modeled conversions are the same as observed conversions.
Operator takeaway
- Implement it with a clear consent banner and store choices consistently.
- Expect modeled conversions to differ from direct measurements; reconcile with blended metrics.
- Keep consent status synced across analytics and ad platforms.
- Use Consent Mode only inside a stable attribution rule, conversion definition, and time window so campaign comparisons stay honest.
- If performance changes, check whether the metric moved for a real business reason or because the measurement setup changed underneath you.
Next decision
- Read UTM + GA4 attribution: practical tracking for paid ads (without lying to yourself) if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
- Decide which report owns Consent Mode before comparing campaigns, channels, or creative tests.
Where to use this on MetricKit
Guides
- UTM + GA4 attribution: practical tracking for paid ads (without lying to yourself): A practical guide to UTMs and GA4: consistent source/medium/campaign tagging, conversion deduplication, and common attribution traps.