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Understanding Data Loss with Google Consent Mode v2

Are you wondering why you’re losing some data after setting up Google Consent Mode v2 on your website? If you see your analytics numbers going down, you’re not alone. This happens to many users, and it can be a bit frustrating. But don’t stress! This drop in numbers is expected and is part of how Google Consent Mode works. Let’s get into the details to see why this is happening.

Adding to our understanding of data loss with Google Consent Mode v2, let’s delve into what happens once you’ve implemented it, particularly focusing on the advanced features of Consent Mode v2 and GA4’s (Google Analytics 4) behavioral modeling.

When you first activate Consent Mode v2, especially if you’re transitioning directly to it without using its earlier version, a significant drop in data might be the first thing you notice. This drop can seem alarming, but whether this data reduction is temporary or permanent depends on specific conditions related to GA4’s behavioral modeling capabilities.

Advanced Consent Mode and GA4 Behavioral Modeling introduces a feature known as behavioral modeling, which can compensate for the loss of data when users don’t consent to analytics. However, certain criteria must be met for this modeling to kick in:

  1. Running Advanced Consent Mode: Your site must be using not just the basic Consent Mode but also its advanced settings.
  2. Sufficient Data Volume: Your property needs to collect at least 1,000 events per day where analytic storage is denied (analytics_storage=’denied’) for at least 7 consecutive days.
  3. Active User Threshold: There should be at least 1,000 daily users sending events with analytic storage granted (analytics_storage=’granted’) for at least 7 of the past 28 days.


For instance, if your cookie consent banner has a 50% acceptance rate, you would need a total of 2,000 daily visitors to meet the threshold for half of them to contribute to the needed analytic storage.

Once these conditions are met, your property becomes eligible for behavioral modeling. So be aware that the data may appear to drop dramatically at first, however, once the site meets the modeling criteria, you’ll notice the data rebound, although there will be a gap for the period when the conditions were not yet met.

What Can You Do?

If you’re facing these challenges, here are a few strategies to consider:

  • Increase Traffic: Boosting your site’s traffic can help meet the thresholds needed for behavioral modeling.
  • Manual Calculations: If a portion of your visitors consent to tracking, manually estimate your overall traffic based on this data.
  • Utilize Alternative Tools: Verify your estimates with tools like Google Search Console, or consider adopting a new analytics tool that respects privacy. For instance, Piwik Pro or Microsoft Clarity are known for being privacy-friendly, much like Universal Analytics.


Note that implementing Google Consent Mode and navigating through the initial data loss can be complex. However, understanding the mechanics of advanced consent mode and the conditions under which GA4 can use behavioral modeling can help you manage and possibly mitigate these effects.

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Complianz has received its Google CMP Certification to conform to requirements for publishers using Google advertising products.