Overview
With increasing regulation around data privacy, businesses must implement Consent Management Platforms (CMPs) to remain compliant while still maintaining effective digital marketing and analytics.
ExtraDigital has extensive experience integrating CMPs, including CookieYes, across a wide range of client websites. This case study examines the implementation of cookie banners for GDPR compliance, their impact on tracking, and how solutions such as GA4 server-side tracking and Consent Mode v2 enable businesses to retain valuable insights.
Implementation Approach
Cookie Banners and GDPR Compliance
As part of GDPR requirements, websites must gain user consent before storing cookies or tracking personal data. ExtraDigital implemented CookieYes cookie banners across client sites to ensure users could easily manage their preferences. This solution provided transparency, compliance, and flexibility, allowing businesses to respect privacy while maintaining a professional user experience.
Impact on Tracking
Introducing cookie banners inevitably affects the accuracy of analytics and advertising data. When users decline cookies, events such as page views, conversions, and remarketing triggers are no longer logged in the same way. For most clients, this results in a decline in tracking visibility of between 20% and 40%, which is consistent with industry averages reported since GDPR enforcement. In some markets with higher privacy awareness, losses can exceed 50%.
This decline impacts not only GA4 reporting but also advertising platforms such as Google Ads and Meta Ads, which rely on accurate event data for optimisation. Without mitigation, businesses face underreported conversions, weaker attribution models, and reduced effectiveness of paid campaigns.
Strategies to Improve Tracking Despite Consent Losses
To limit the impact of lost tracking data, ExtraDigital applies several advanced techniques:
- Google Consent Mode v2: By implementing Consent Mode v2, platforms can model conversions and recover a portion of otherwise lost data. This helps bridge gaps and improves attribution for ad campaigns.
- Event Prioritisation: Critical events such as transactions, form submissions, and lead captures are prioritised in tracking setups. This ensures that the most valuable data is retained, even with reduced overall visibility.
- First-Party Data Strategy: Encouraging logged-in accounts, newsletter sign-ups, and gated content provides additional, consented data streams that strengthen customer insights.
- A/B Testing with Consent Flows: Testing banner design, wording, and placement often improves consent rates, which directly translates into better tracking coverage.
By combining these approaches, ExtraDigital helps clients reduce the gap between raw data and real user behaviour. While tracking declines after cookie banner implementation are unavoidable, the right mix of tools and techniques can recover much of the lost visibility, ensuring businesses can still make confident, data-driven marketing decisions.
Consent Mode v2
The introduction of Google Consent Mode v2 has been a significant development in enhancing tracking compliance under the GDPR and ePrivacy frameworks. ExtraDigital configured Consent Mode v2 alongside CookieYes, allowing GA4 and Google Ads to adjust data collection dynamically based on user consent. Even when cookies are declined, Consent Mode v2 uses modelling to fill gaps in reporting, improving attribution and campaign performance tracking.
Results and Outcomes
- Websites remained fully GDPR compliant with clear cookie banners and user controls.
- Tracking visibility improved despite cookie restrictions, thanks to Consent Mode v2 and server-side implementations.
Clients gained more accurate reporting in GA4, reducing blind spots in customer journeys and marketing attribution. - Google Ads campaign performance improved with better consent-aware conversion modelling.
The Importance of CMPs and Consent Mode for Digital Marketing
Data privacy rules are here to stay, and businesses that ignore them risk legal action, fines, and reputational damage. At the same time, marketing teams rely on accurate tracking data to make informed decisions. CMPs, such as CookieYes, combined with Consent Mode v2, strike a balance between compliance and insight. This ensures brands can build trust with users while maintaining strong campaign performance.
Experts in GDPR and Tracking Solutions
For over 20 years, ExtraDigital has supported clients with evolving digital regulations, from GDPR to the latest consent frameworks. Our expertise in CMP integration, GA4 configuration, server-side tracking, and Consent Mode v2 ensures businesses stay compliant without sacrificing marketing performance. We combine technical development skills with strategic marketing knowledge, helping clients navigate the complexity of privacy regulations and digital analytics.
Best Practices in CMP and Tracking Implementation
- Select a trusted CMP like CookieYes to manage cookie banners and user preferences.
- Test cookie banner design and placement for visibility and user experience.
- Implement Consent Mode v2 to maintain data modelling even when consent is limited.
- Explore server-side tracking to regain control of data flow and reduce reliance on client-side cookies.
- Regularly audit your tracking setup to ensure compliance and accuracy across platforms.
In Summary
By implementing CookieYes cookie banners, GA4 server-side tracking, and Google Consent Mode v2, ExtraDigital has helped clients stay compliant while preserving valuable tracking data. This approach ensures businesses can respect user privacy and still make data-driven marketing decisions.
ExtraDigital’s expertise in CMPs and advanced tracking makes it the ideal partner for organisations that need to balance regulatory compliance with growth.
Don’t let cookie banners block your data. Discover how ExtraDigital can improve your GA4 tracking with server-side solutions and Consent Mode v2 – Get in touch today!
