A plain English guide to Consent Mode v2
What the four signals mean, why basic and advanced are not the same thing, and how to tell which one you are actually running.
ReadThe Velo journal
Notes on consent,
Consent Mode v2
and signal recovery.
Field notes from the team that fixes tracking for a living. Plain explanations of how consent works, what Google actually expects, and where the conversions go when a banner gets it wrong.
What we write about
Consent Mode v2Cookie bannersSignal recoveryGDPR & CCPAMeasurement
Featured · Consent Mode v2
Where 34% of your sessions actually go
On a typical site, a third of visitors sit behind the banner and never reach your reports. We walk through what happens to that traffic, why Consent Mode v2 changes the picture, and how modelled conversions fill the gap Google leaves behind.
Read the articleReported sessionsconsent given
66%Hidden sessionsbehind the banner
34%Modelled backwith Consent Mode v2
+20–40%Latest from the journal
Short, practical reads on the measurement and consent questions our clients ask us most.
Why your GA4 conversions dropped overnight
A banner change, a tag that fires too early, a region rule that flipped. The usual suspects when the numbers fall and nobody touched the campaigns.
ReadReject all should be one click, here is why
The design choice regulators keep flagging, what a fair banner looks like, and how a clearer first view tends to lift consent rather than lower it.
ReadOpt in, opt out, and the map in between
The EEA and UK ask first, US state laws let people leave, and the rest of the world sits somewhere else. One layer, the right rule for every visitor.
ReadModelled conversions are not made up numbers
Where Google's modelling comes from, what it can and cannot estimate, and why declined visitors still belong in your reporting when the wiring is right.
ReadWhat an audit log should be able to prove
When a regulator or a client asks how consent was captured, here is the record you want ready: anonymised, time stamped, and tied to nothing that identifies a person.
ReadThe signal, monthly
One email a month, no filler
A short note on what changed in consent and measurement, what it means for your conversions, and one thing worth fixing before it costs you. Written by the Amplio Data team.
No spam, no selling your address. Unsubscribe in one click, any time.
+37%
average ROAS lift once the signal comes back.
Most of what we write comes back to one number. When declined visitors are modelled and counted, campaigns optimise on the full picture again, not the slice that happened to consent.
Figures are measured ranges across Amplio Data client implementations, not a guarantee. Recovery depends on your traffic mix, regions and how your tags are configured.
Reading is good. Recovering is better.
Add Velo once and get the banner, the regions, the audit log and Consent Mode v2 working together, live in 72 hours.