Google Analytics Audit Test #

115

Cookie Compliance: GA4 Consent Mode

Why It Matters:

Critical to ensuring that you aren't breaking any privacy laws/regulations.

Industries:

All

Checks For:

Utility

How powerful is your current implementation?

Insight Category:

Behavior

Can you tell what visitors are doing?

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Background

A GA4 audit is essential for uncovering missing insights—key data points that organizations don't yet know and can act upon. A well-done audit evaluates both behavioral tracking and traffic attribution, ensuring each is accurate and useful. It also assesses whether the data collected truly supports business decisions and reporting.

Test Detail

This test checks whether Google Consent Mode is implemented with Google Analytics to handle user privacy choices effectively.

Consent Mode allows Google Analytics (and other Google tools like Google Ads) to adjust how tags behave based on whether users grant or deny consent for analytics and advertising cookies.

Without Consent Mode:

  • You may be non-compliant with privacy laws (GDPR, ePrivacy, etc.)
  • Google Analytics may not collect any data for users who decline cookies
  • Conversion tracking will have larger gaps
  • Google Ads modeling for consent-denied users will not work properly

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Google Analytics audit test results.

How to Conduct This Test

Basic Tests

  • Use Google Tag Assistant or browser developer tools to observe how Google Analytics and Ads tags behave before and after cookie consent:
    • Are analytics_storage and ad_storage values dynamically set based on user consent?
    • Are Google Analytics hits suppressed entirely when consent is denied?
  • In Google Tag Manager, look for a Consent Initialization tag and Consent Mode configuration using gtag('consent') or Google Tag Manager’s Consent Settings
  • Check whether your cookie banner is integrated with Google Analytics via Consent Mode (e.g., via tools like OneTrust, Cookiebot, etc.)
  • In Google Analytics Admin > Data Collection, confirm whether Consent Mode support is enabled

Automated, Free Audit

Not sure if Consent Mode is in place or working correctly? Run our Instant Audit

Or hire a pro to configure it securely and compliantly.

How To Fix

  • Implement Google Consent Mode v2:
    • Use Google Tag Manager’s Consent Initialization tag to set default consent values before any tags fire
    • Use gtag('consent', 'default', {...}) and gtag('consent', 'update', {...}) to reflect user choices
  • Coordinate with your cookie consent platform (e.g., OneTrust, CookieYes, Cookiebot) to pass consent signals to Google Analytics and Ads tags
  • Update Google Analytics and Ads tags to respect consent signals via Google Tag Manager’s Consent Settings
  • Enable modeled conversions in Google Ads if using Consent Mode with denied users
  • Document your approach to ensure privacy compliance and easier auditing
  • Hire a pro to implement Consent Mode end-to-end and maintain a balance between privacy compliance and actionable analytics.

Tips from a Google Analytics Consultant

Focus on Insights

Every Google Analytics audit should result in a plan for more insights.

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An insight is:

  • something you don't know
  • and can act on to improve performance

The Goal

Identify and remove insight blockers. Don't get tempted to track things you can't act on!

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