Irene Sesmero

Irene Sesmero

Data Team Lead

Learn how Consent Mode can add value to your GA4 analytics

22 August 2022

With new consent requirements in force, we must integrate data modelling to overcome data loss from our analytics tools. Otherwise, we will not be able to measure site interactions nor answer questions like:

  • How many daily active users are there?
  • How many new users have I attracted with my last campaign?
  • What journey does the user take, from landing on the web to making a purchase or conversion?

However, with the implementation of Consent Mode, we can have a much more realistic vision of our business because we can model the behaviour of users who reject cookies based on the behaviour of those who accept them.

As you can see in the image below, for a few days, we started tracking the modelled data of users who rejected cookies in Google Analytics 4. The data quality is enhanced when using Consent Mode. 

Moving forward, we will obtain higher quality insights since we will have the results of the users who consent to cookie tracking and model information of those who do not. Therefore, our volume of users will grow.

Usually, around 20-30% of users do not accept cookies. So, we can expect to see the volume of data gathered by approximately 20%.

Reference image:

What are the requirements to see the conversions modelled in GA4?


  • You must implement Consent Mode.
  • You should have at least 1,000 daily events with analytics_storage=’denied’ for at least seven days.
  • You should have at least 1,000 daily users submitting events with analytics_storage=’granted’ for at least 7 of the previous 28 days. 

In short, Consent Mode and GA4 can help us continue to add value to our business, even in a cookieless environment.

If you want to implement Consent Mode in your business, or even migrate to the new GA4, our team of experts can help you with a custom solution. We can’t wait to hear from you!🚀

Contact us today!