Advanced Consent Mode v2: What Data You Still Get When Consent Is Denied
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In a world where privacy regulations like GDPR and Privacy are redefining how data is collected, Google Analytics 4 (GA4) offers a smarter way to balance compliance with insights. That smart way is called Consent Mode v2. But many marketers ask: What data does GA4 still capture when a user denies consent?
This blog unpacks the power of Advanced Consent Mode v2, specifically focusing on what data continues to be available and how GA4's modeling works under restricted conditions.
What Is Advanced Consent Mode v2?
Consent Mode v2 is Google’s upgraded framework that allows your website to adjust the behavior of Google tags based on users' consent choices.
It supports multiple types of consent, including:
ad_storage
analytics_storage
ad_user_data
ad_personalization
When users deny consent, GA4 will not store cookies or use personally identifiable information. However, not all is lost.
What Happens When Consent Is Denied? When a user opts out of analytics_storage, traditional data like session tracking, user properties, and pageviews are not stored in cookies. But GA4 can still receive some level of data through cookieless pings.
Here’s what GA4 can still do:
1. Anonymous Pings
GA4 can send cookieless "pings" with minimal contextual information, like:
Page path
Device type
Browser type
Country
No user ID or Client ID is associated, so these are anonymized signals that help maintain basic metrics like:
Page views count
Event count
Conversion estimates
2. Behavioral Modeling
GA4 fills gaps in user behavior data by estimating what would have happened based on the behavior of similar users who did grant consent.
This includes:
Estimated user counts
Page/session duration estimates
Engagement rate modeling
Modeled data appears alongside observed data in standard reports, clearly marked with an icon.
3. Conversion Modeling
When users deny ad_storage, GA4 can't attribute conversions directly to clicks or impressions. Instead, it uses machine learning to estimate:
Which channels drove the conversion
Total conversions that likely happened
Conversion modeling helps advertisers understand ROI even when consent is limited.
Reporting View: What You See When Consent Mode v2 is active, GA4 reports contain both observed and modeled data.
Key reports impacted:
Conversions: Modeled conversions show with an icon.
User Acquisition: Some modeled user data may be blended.
Advertising Workspace: Key for modeled performance across campaigns.
Important: Modeled data is only shown when there's enough aggregated traffic and consented user data to build accurate models.
Technical Setup: How to Make It Work To leverage Advanced Consent Mode v2:
Configure consent prompts using a compatible CMP (Consent Management Platform).
Ensure that GTM or gtag.js sends consent status before any analytics tags fire.
Use the gtag("consent") API or GTM’s Consent Initialization trigger.
Optional: Send custom parameters to refine modeling (like event value, user role).
Limitations to Know
No retroactive modeling: GA4 starts modeling from the moment Consent Mode is enabled.
Not available in all regions or for small websites with low traffic.
Some reports may remain partially blank if thresholds aren’t met.
Final Thoughts
Advanced Consent Mode v2 is a game changer for businesses navigating strict privacy regulations. While user-level tracking may be limited when consent is denied, GA4's smart modeling capabilities ensure that you don't lose all visibility.
By combining cookieless data collection, behavioral and conversion modeling, and thoughtful consent prompts, you can maintain meaningful insights while staying privacy-compliant.
Need help setting up Consent Mode in GA4? Reach out to our team and get a privacy-first analytics setup that works for your business.
