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Cookie consent

Cookie consent is the step where a website asks a visitor whether it may store or read cookies and similar identifiers, usually through a banner or a settings panel, and records the answer. This is a general concept for reporting, not legal advice.

Stock photos and example labels, not customers.

Definition

Cookie consent is the step where a website asks a visitor whether it may store or read cookies and similar identifiers, usually through a banner or a settings panel, and records the answer. This is a general concept for reporting, not legal advice.

Example with made-up numbers. Made-up scenario: 30 percent of visitors decline optional cookies in one week. The analytics tool records only the sessions it is allowed to record, so the weekly report shows the session count as partial and labels the conversion rate as based on consenting visits only.

How to use it

The visitor's choice decides which tags may run and which identifiers may be stored. When someone declines optional cookies, some analytics and ad events do not fire, so the numbers for those visits are missing or partial. The report should say so, instead of showing the gap as zero.

The rules differ by country, by type of tool and by business, and they change over time. This page does not say what a store must do. The client's legal adviser, or the relevant authority, sets the requirements. The agency's job is to know which setting is in use, record it, and report the gap honestly.

Related terms

UTM parametersAttribution windowKey event

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Measurement

A quality check before a client report goes out

A report with one wrong number costs more trust than ten right numbers earn.

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