If you’re implementing Google Consent Mode v2, even if it’s in the Advanced contextmode, you might see a drop in data drop in Google Analytics 4 (GA4). If it’s the first time you are considering incorporating end-user consent at all by using a Google-certified CMP like the Usercentrics CMP, then the data decrease might be steep initially steep.
Using Google Consent Mode can seem like a tall order and somewhat confusing be challenging at first. Once you’ve familiarized yourself with it, though, it becomes apparent that it’s a straightforward concepthow it works and how to best use it become much more straightforward.
📄 We recommend reading our Google Consent Mode (GCM) tech doc and using our GCM Support Knowledge Base when setting the up Google Consent Mode up.
Why does this GA4 drop in data
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happen?
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What can be done to
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reverse it?
Reasons why you may be seeing less data in GA4
Your Google Consent Mode implementation may have been done incorrectly.
Suggestion: It makes sense to check Check your GCM implementation, f.ex. with , for example, using Google’s Tag Assistant. We also describe outline some other methods in the linked on our GCM Support Knowledge Base page.
In a When using Basic Google Consent Mode (GCM) context, it the issue can simply be because that the tags of the relevant Google services are blocked until there is end-user consent . Thus you’ll is obtained. As a result, you fully depend on your users decision fully ' consent decisions before any tracking can occur with Google tags.
Consider following points for an improvementImprovement options:
Explore potentially using Advanced GCM. We recommend aligning with your Data Protection Officer (DPO) and/or legal counsel on to make this decision. You can find more information here: Differences between Advanced GCM V2 and Basic GCM V2
Optimize your CMP. If you have a dedicated Usercentrics Customer Success Executive at Usercentrics, you can talk to them about your options regarding this topic as it relates to for your individual setup. We also recommend reading our opt-in optimization whitepaper for guidance.
In an When using Advanced Google Consent Mode (GCM) context (called simply “advanced implementation” in the screenshot below from Google’s documentation), the drop in data drop in GA4 can also be related to non-consenting end users, so . So the second previous improvement suggestion above about CMP optimization is applicable here, too.
And if If you fulfillGoogle’s fulfill Google’s prerequisites for behavioral modeling related with to Google Consent Mode (see screenshot below), you should also see an improvement on with that over time.
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How to
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reverse the GA4 drop in data
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with Advanced Google Consent Mode
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Meet as many of the prerequisites listed above as possible. For example, driving more traffic to your website(s) can help to meet the thresholds that are required for behavioral modeling
to occur.
Use the data you do have from consenting end users to estimate overall numbers, either long-term
(— if you cannot meet the above prerequisites from Google
)— or until behavioral modeling
related tofrom GCM kicks in for you.
Wrapping up
Depending on legal requirements and possibly requirements from Google that you may need to meet, using a Google-certified CMP (f.ex. the like Usercentrics CMP ) is most likely your best bet. We do support Our CMP comes with Google Consent Mode v2 integrated, so we’ve got you covered!
A decrease in GA4 data may occur, but there are ways to improve that situation and potentially even surpass what you’re used to thanks to the option of Advanced Google Consent Mode, as outlined above. 🍀
In the end, collecting end user consent may be a requirement for you for certain use casesYour company many need to obtain end-user consent for the collection and use of customers' or users' personal data. Or you may need to ensure that users can opt out of data processing for various purposes. Data privacy regulations and business requirements for privacy and consent continue to expand globally. Google might require you to use Google Consent Mode for example , and different states jurisdictions might require consent due to their legal framworks frameworks on data privacy. With the Usercentrics CMP, you can not only meet mentioned requirements , but at the same time build user trust by implementing one of the leading CMPs in the enterprise / premium segmentthese requirements reliably while demonstrating respect for data privacy and user rights to build trust.