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Elevate your data to the next level with Google Consent mode

By 3 February 2022 Cookies, Google Ads

According to the General Data Protection Regulation, also known as GDPR, it is important that the privacy rights of the user are guaranteed. For this reason, every website has to inform users about its cookie policy.

What is the Google Consent mode

There are different types of cookies: Functional cookies, Analytical cookies and Marketing cookies. Cookies are used to distinguish users from each other. If you want to use cookies, you may only do so once the visitor gives permission. Once consent is given, this cookie data is stored in consent mode. However, this also means that as soon as a user doesn’t give permission, you don’t know what this user is doing on the website. In the past year, privacy has been tightened and it’s becoming increasingly difficult to see the effects of the campaigns. Google, therefore, came up with a new privacy solution. The Google Consent Mode. Using the Google Consent Mode it is possible to measure conversions and events, while also respecting the privacy preferences of the visitor.


Google Consent Mode uses two new components: ad_storage and analytics_storage. These parts (Google tags) are used to control the behavior of the cookies for Google Ads and Google Analytics. Based on accepting or not accepting the cookies, the Google Consent Mode works in two different ways.

  1. Once permission is given, all settings work as normal and you can use the conversion measurements and remarketing as desired;
  2. When the user doesn’t give consent, the consent mode uses a so-called ping to communicate that a conversion action has been performed. This ensures that you can measure conversions but the visitor can’t be identified.

Despite the fact that you miss out on detailed data about the visitor, and can therefore not include this visitor in remarketing and personalized advertisements, it’s possible to measure conversions thanks to Google Consent Mode.

Conversion Modeling Google Ads

Why is it important that conversions are measured and assigned to the campaigns that have brought users to the website?

Since April 2021, conversion modeling for Consent Mode has been available in Google Ads. When Google can’t directly observe the conversions, they use conversion modelling. This is done through the mentioned ad_storage. This data can’t be traced back to an individual user. This means that if someone doesn’t accept the cookies, events and conversions will be found through the modeled conversions. With the help of the modeled conversions you still receive the events but without personal data. Which in turn provides a more complete overview of all conversions that take place.

More complete conversion path

The conversion modeling provides a more complete overview of the completed conversion path because of:

  • The ability to optimize campaigns more effectively. Due to the privacy enhancements, it’s no longer possible (if a user does not give permission) to see which device type or browsers the visitor uses. Thanks to the modeling, Google ensures that the distorted view you get, is resolved and corrected throughout the report.
  • In addition, it’s possible to perform accurate and privacy-oriented measurements. All conversions that Google can’t detect use the modeled conversions. This data can’t be traced back to the individual, but does show whether a conversion has taken place on the website. This provides a more complete report about the conversions the campaign is delivering.

Implement the Google Consent Mode

Would you like to have more data and insights about what happens on the website and see all the conversion actions that are completed? Then implement the Google Consent Mode now.

Do you have questions about how to implement this Consent Mode? Contact us directly! Hide and Seek is happy to help you with the implementation.

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