Introduction

Google Consent Mode is a feature that adapts the data collected by various Google tags (GA4) based on the user's consent status regarding cookie writing and reading by those tags.

This feature makes it possible to model data within the relevant Google products (Google Analytics 4, Google Ads) in order to fill gaps caused by users who did not consent to cookie writing and reading by the associated Google tags.

Behavior and conversion modeling allows Google to:

• Offer you “more accurate” reports on its products by adding modeled data to fill in missing data due to some of your users not giving consent;
• Better optimize your advertising campaigns on its advertising products by adding modeled data into its algorithms to fill in missing data due to some of your users not giving consent.