Understanding the Drop in Website Traffic with Google Consent Mode

When you enable Google Consent Mode on your website, you might notice a drop in reported website traffic. This phenomenon can be attributed to several factors related to how consent mode operates and how user interactions are tracked.

Key Reasons for Traffic Drop

User Consent Requirements

• Explicit Consent
  • Google Consent Mode requires users to explicitly consent to tracking cookies. If users do not engage with the consent banner or decline consent, their interactions will not be tracked by Google Analytics. This can lead to a significant drop in reported traffic as only the interactions of consenting users are recorded.
• Opt-Outs
  • When users are given the option to opt out of tracking, a portion of them may choose to do so. This results in a loss of visibility for those users’ activities on your website.

Delayed Data Recovery

• Machine Learning Adjustment Period
  • After implementing consent mode, there is a period during which Google’s machine-learning models adjust to the new data collection method. This period can range from 7 to 20 days, during which traffic metrics may appear lower than usual.

Impact on Conversion Tracking

• Modelling Gaps
  • Consent mode allows Google to model for gaps in conversion data based on the consent status of users. However, this modelling may not immediately compensate for the loss of direct tracking data, leading to an initial drop in reported conversions and traffic.

Technical Implementation Issues

• Incorrect Setup
  • If consent mode is not correctly implemented, it can lead to incomplete data collection. Ensuring that all necessary tags and consent signals are properly configured is crucial to minimize data loss.

Mitigating the Impact

To address and mitigate the drop in traffic, consider the following strategies:

• Optimise Consent Banners

  • Make your consent banners more user-friendly and ensure they are prominently displayed to encourage users to provide consent.

• Review Implementation

  • Double-check the technical setup of consent mode to ensure all tags and signals are correctly configured.

• Monitor and Adjust

  • Regularly monitor the impact of consent mode and make necessary adjustments based on the data and feedback from analytics tools.

By understanding these factors and taking proactive steps, you can better manage the impact of Google Consent Mode on your website traffic and ensure more accurate data collection. At DigiBubble, we are here to support and ensure our clients are kept up to date on the changes to key industry tools. Google Analytics is a crucial tool and we specialise in ensuring accurate data is collected. While we appreciate that there will likely be a drop in the traffic your website is recording, it is important to remember that this a drop in reported data rather than actual website traffic. It is important to keep an eye on the overall picture and ensure that we have a keen eye on the results and not only the data fluctuations.