Measurement
What is Consent Mode for financial adviser websites?
Last reviewed 22 April 2026 · Reviewed by Jake McQuillan
Quick answer
What is Consent Mode for financial adviser websites?
Consent Mode is a Google feature that allows ad platforms to receive modelled conversion signals when a user declines cookie consent, preserving about 70% of measurement lost to GDPR consent rejection.
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Google Consent Mode v2 (mandatory in EEA/UK from 2024) sends consent state to Google alongside conversion pings. When consent is granted, tags fire normally. When denied, Google still receives a cookieless ping and models the conversion. For UK financial advisers — where 30-50% of users reject cookies — proper Consent Mode implementation typically recovers 60-80% of the measurement that would otherwise be lost.
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