Measurement
Consent Mode
A Google setting that makes its tags respect each visitor's cookie choices and adjust what they collect.
What it is
With consent, tags work normally; without it, they send limited, cookie-less signals, and Google models some of the missing conversions.
Why it matters
For lead generation and e-commerceIt is required for advertising to users in the European Economic Area, and it keeps measurement working within the law.
In practice
Connect the cookie banner to Consent Mode so each consent choice reaches the tags before they fire.
A common mistake
A banner that records choices but does not pass them to the tags.
All terms