If you’re implementing Google Consent Mode v2, even if it’s in the Advanced context, you might see a data drop in Google Analytics 4 (GA4). If it’s the first time you are considering end user consent at all by using a Google-certified CMP like the Usercentrics CMP, then the data decrease might be initially steep.
Using Google Consent Mode can seem like a tall order and somewhat confusing at first. Once you’ve familiarized yourself with it though, it becomes apparent that it’s a straightforward concept.
📄 We recommend reading our Google Consent Mode (GCM) tech doc and using our GCM Support Knowledge Base when setting the Google Consent Mode up.
Why does this GA4 data drop happen? And what can be done to combat it?
Your Google Consent Mode implementation may have been done incorrectly.
Suggestion: It makes sense to check your GCM implementation, f.ex. with Google’s Tag Assistant. We also describe some other methods in the linked Support Knowledge Base page.
In a Basic Google Consent Mode (GCM) context, it can simply be because the tags of the relevant Google services are blocked until there is end user consent. Thus you’ll depend on your users decision fully before any tracking can occur with Google tags.
Consider following points for an improvement:
Explore potentially using Advanced GCM. We recommend aligning with your Data Protection Officer (DPO) and/or legal counsel on 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 Customer Success Executive at Usercentrics, you can talk to them about your options regarding this topic as it relates to your individual setup. We also recommend reading our opt-in optimization whitepaper for guidance.
In an Advanced Google Consent Mode (GCM) context (called simply “advanced implementation” in the screenshot below from Google’s documentation), the data drop in GA4 can also be related to non-consenting end users, so the second improvement suggestion above about CMP optimization is applicable here too.
And if you fulfillGoogle’s prerequisites for behavioral modeling related to Google Consent Mode (see screenshot below), you should also see an improvement on that over time.
How to combat the GA4 data decrease with Advanced Google Consent Mode:
Do your best to meet the prerequisites listed above. 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 to GCM kicks in for you.
Wrapping up
Depending on legal requirements and possibly requirements from Google that you need to meet, using a Google-certified CMP (f.ex. the Usercentrics CMP) is most likely your best bet. We do support Google Consent Mode v2, 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 cases. Google might require you to use Google Consent Mode for example and different states might require consent due to their legal framworks 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 segment.