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Consent Mode v2 Implementation Helped Balance Compliance & Data-Driven Growth
A fast-growing ecommerce brand relied heavily on digital campaigns to attract customers and drive conversions. With a significant share of traffic coming from Google Ads and organic search, data accuracy was critical for budget allocation, performance measurement, and scaling strategies. * However, as global privacy regulations such as GDPR and ePrivacy Directive tightened, the brand faced an urgent challenge: how to stay compliant without losing visibility into valuable customer journeys. * The solution was to implement Consent Mode v2, ensuring user trust and legal compliance while still unlocking modeled insights in GA4 and Google Ads.
Challenge
Before our engagement, the client had no consent management system in place. This led to:
Compliance Risks: Tags and cookies were firing without user consent, exposing the brand to regulatory penalties.
Data Gaps: A large portion of conversions was missing when users declined cookies, leading to skewed reports.
Blind Spots in Attribution: Marketing teams were unable to clearly connect ad spend with actual results.
Scalability Issues: Without a structured setup, every new page update required manual fixes and created inconsistencies.
The client needed a future-proof system that protected compliance, recovered lost data, and scaled effortlessly with business growth.
Approach
We designed a three-step solution tailored for both compliance and performance
OneTrust CMP Integration:
We integrated OneTrust as the Consent Management Platform (CMP) to capture user choices (accept/reject cookies).
The setup ensured a seamless user experience across web and app.
GTM + Consent Mode v2 Configuration:
We implemented Consent Mode v2 via Google Tag Manager.
Key parameters like ad_storage, analytics_storage, and functionality_storage were configured to adjust dynamically based on user consent.
GA4 was enabled to collect cookieless pings when consent was denied, unlocking Google’s modeled conversions.
Results
Compliance First: The implementation achieved 100% GDPR readiness, protecting the brand from legal risk.
80% Reduction in Manual Effort: The GTM-based setup removed repetitive manual tagging tasks, saving the dev and marketing teams significant time.
Smarter Attribution: The marketing team was finally able to compare consented vs. modeled conversions, which improved ad spend decisions.
Scalable Framework: The setup proved flexible enough to handle future privacy updates or CMP changes without rework.
Conclusion
With Consent Mode v2 powered by OneTrust and deployed through GTM, [Client Name] moved from zero consent management to a privacy-first, data-smart framework.
The brand not only achieved compliance but also regained valuable insights through GA4’s modeled conversions, which empowered the marketing team to make smarter budget decisions.
The client ended up with a future-proof tracking system that struck the right balance between user trust, legal compliance, and business growth.
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