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Recover conversions lost due to consent choices
In places where consent banners are required, like the European Economic Area
and the United Kingdom, Consent Mode adjusts how site tags behave based on
people’s consent status and solves for unknowns in campaign performance when
consent for cookies is not granted.
Benefits of using Consent Mode
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Respect consent choicesEffectively measure conversions while respecting people’s consent choices for ads and analytics cookies. -
Solve for unknownsConversion modelling fills measurement gaps when conversions can’t be linked to ad interactions due to consent choices. -
Measure performance accuratelyEnhanced conversions for web and Consent Mode go hand in hand, using machine learning to provide a complete picture of performance.
How TUI measured 7% more conversions with Consent Mode
TUI is a leading global tourism group that relies on accurate,
privacy-centric measurement. It recently launched a new website with a
cookie consent banner, and worked with Google to implement Consent Mode on
its website. This enabled modelling for conversions that could not be
measured if a user declined consent for cookies. After implementation, TUI
saw a 7% increase in conversions from its Google Ads campaigns, while
still respecting people’s consent choices.
How Consent Mode works
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A customer visits your website and makes their consent selection for the use of cookies on your consent banner. -
Consent Mode adjusts how your Google tag behaves, based on the customer’s consent choices. -
If consent is granted, the conversion is reported normally. If not, Consent Mode recovers the conversion using modelling.
Get started with Consent Mode
Want to learn more? Watch a Google Ads Tutorial video on Consent Mode or About Consent Mode