google-analyticsgoogle-tag-manager

GTM consent mode Google analytics not tracking pageviews without consent


we have recently implemented cookies consent mode in Google tag manager. Pageviews in google analytics (both universal and GA 4) dropped to about 4 % of the original page views.

When I visit the web page without giving any consent some requests to google-analytics.com still appears in network tab. This tells me something is still tracked. No cookies are saved as expected.

Do you have a different experience? Should GA track pageviews anonymously even without consent or it this a correct behavior? Why would analytics script send any requests if it not appears in GA?


Solution

  • It is expected that you see requests to Google Analytics. However in consent mode you should not see _ga cookies being set (or existing _ga cookies being used). That's basically what consent mode is, cookie-free tracking. You should also see a parameter gcs=100 in the GA request to confirm that consent mode is indeed active.

    However these requests are not surfaced in the reports (there would be no point, since without user identifier you cannot create sessions). Apparently they are being used for some sort of Machine Learning thing in the background, but I don't think this has much effect on the analytics part of GA (afaik this is more for Google Ads and GA audiences).

    So yes, seeing requests in consent mode is normal (if this helps in any way with GDPR compliance etc. in entirely another matter). If you do not run campaigns and do not hope for an uplift via ML models applied to consent mode data, then you probably do not need to bother and can just disable the tags if no consent is given.