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Consent Mode, the balance between data privacy and advertising campaigns



The marketing solution for a cookie-free world


Online users are increasingly concerned about how companies use their data. Therefore, solutions such as Google Consent Mode are emerging, designed to address their concerns, but at the same time, try to maintain the balance between data privacy and the needs of digital marketing to measure conversions. The big challenge? being able to measure (or estimate) users who do not accept cookies.



What is Consent Mode?


Consent mode is Google's solution for managing user consent. Or in other words, so that each user's data is tracked when he/she accepts such tracking


Therefore, a solution designed to manage in a unified way (through Google Tag Manager) the consent that affects a multitude of analytical or advertising platforms: Google Analytics, Google Ads, Facebook Ads, etc. 


Consent Mode aims to be the common standard between platforms and, therefore, to integrate with all marketing services, CMPs (Consent Management Platform) and other online players.



Conversion modeling for Google Ads


Among its advantages, the most relevant functionality for marketers is undoubtedly that of modeling conversions in Google Ads. It allows the use of data that does not identify the user to help optimize advertising campaigns in compliance with regulations


According to Google data, conversion modeling can recover up to 70% of the conversion paths between ad click and final conversion, which are lost due to user consent preferences. 


Conversion modeling uses machine learning to analyze anonymous data and historical trends in order to make estimates about those users who do not accept cookies. Thanks to this, it is possible to have more data to feed Google Ads campaigns, and thus improve their performance.



CMPs


We recommend using Consent mode together with a CMP (or Consent Management Platform). CMPs are the tools in charge of generating the cookie banner, with the different tracking options available (advertising tracking, analytics, etc.).


When CMPs are integrated with Consent Mode and Google Tag Manager, we get a solution ready to minimize the loss of valuable data for analytics and marketing, while still addressing new and growing data privacy sensitivities and restrictions.



How do you make sure your brand is ready for these changes? At Rocket Digital, we can help.


If you have not already done so, now is the time to prepare your business strategy to Google Consent Mode.


Rocket Digital's Analytics team has the knowledge and experience to accompany you in every step of the process and advise you at all times about the latest developments in the digital industry and how to adapt your business strategy to them.



If you want the experts at Rocket Digital to help you prepare your business' digital strategy for the shift to a cookie-less world do not hesitate to contact us!


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