Enhanced Analytics Insights: Unlocking accurate measurement with Advanced Consent Mode

Operating under strict EU privacy regulations and additional internal legal directives, our client faced major obstacles in capturing accurate analytics data. Google Analytics tags were limited to basic consent, which resulted in significant data loss - underreporting users, missing sessions, and incomplete attribution.
With these gaps, the business risk was clear: without reliable data, the marketing team struggled to assess website performance, optimize media spend, and demonstrate compliance with legal requirements.

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We designed and deployed a hybrid consent mode strategy tailored to the client’s compliance framework.

For Google Analytics 4, we implemented Advanced Consent Mode through Google Tag Manager. This setup allowed GA4 to model user behavior even when consent was denied, ensuring privacy while recovering valuable insights.

For all marketing tags (Google Ads, Floodlight, other media), we enforced Basic Consent Mode. Tags only activated with explicit user approval, in full alignment with the client’s legal department.

The entire deployment was validated with Consent Mode Debugging tools, and we worked closely with compliance teams to document every step of the implementation and data flows.

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The hybrid solution balanced the client’s analytics needs with strict compliance obligations. By translating regulatory requirements into technical implementations, we ensured minimal disruption while delivering a robust measurement framework. The flexibility of this setup also positions the client for future changes in EU regulation or internal company policy.

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With Advanced Consent Mode, the client regained 13% more users and 10% more sessions in reporting, significantly improving the quality of their analytics. Attribution gaps shrank, with a 50% reduction in “not set” landing pages and an 11% decrease in “not set” traffic sources, while overall traffic analysis coverage expanded to 90%.

The marketing teams gained a much clearer picture of user behavior and website performance, enabling sharper optimization of campaigns. Leadership now had greater confidence in the accuracy of analytics data, empowering stronger decision-making,  all while maintaining full compliance with EU privacy laws and internal directives.