Does Google Consent Mode affect traffic?

Google Consent Mode V2 works by modifiying the behavior of Google tags to respect user’s cookie preferences. When users decline cookies, this can lead to considerable traffic data loss in your reporting.

Here’s why GCM can impact your data reporting:

Consent not given: When users withhold consent, GCM modifies tag behavior and limits data collection for traffic, user interactions, and conversions etc., which will result in gaps in Users need to give explicit consent for tracking cookies when using Google Consent Mode.

Criteria for behavioral modeling: To qualify for behavioral data modeling, your website needs to meet the following criteria:
(i) Use advanced Consent Mode.
(i) Collect at least 1,000 events/day from users who deny analytics storage cookies for at least seven days.
(i) Maintain at least 1,000 users with analytics storage granted for seven of the past 28 days.

Delay in data modeling: Google’s machine-learning models take 7-20 days to adjust, which may cause a temporary dip in traffic metrics.

Incorrect setup: Not setting up Consent Mode correctly can lead to incomplete data collection. Ensure all tags and consent signals are properly configured to reduce data gaps. You can verify your consent mode setup.