What is consent mode?
Consent mode is a Google feature that tells Google Analytics and Google Ads whether a visitor agreed to cookies, so tags adjust what they collect.
Consent mode connects your cookie banner to Google's tags. When a visitor accepts or declines, the banner passes their choice along, and Google Analytics and Google Ads change how they behave. If a visitor declines, tags do not store analytics or advertising cookies. Google may then use modeling to estimate some of the missing activity. Google requires consent mode for sites using its advertising features with visitors in the European Economic Area.
Why it matters for your business: Consent mode lets you respect visitors' privacy choices and keep measurement as complete as allowed. Your cookie banner setup determines how it works.
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