What are GA4's privacy features and how do they affect marketing data?
GA4 supports Google's Consent Mode, so what it collects can follow the visitor's cookie choice. When someone refuses, GA4 can model some of what it missed if the property has enough traffic, but modelled numbers are estimates and refused consent still means less data. We connect your consent tool to your tags and test it, and where data is sensitive only an ID and a click ID go into GA4, never names, emails or phone numbers. GA4 doesn't make a site compliant by itself.
Consent
GA4 works with Consent Mode, so the cookie choice a visitor makes can decide what's stored and sent. We connect your cookie consent tool to your tags and test it. Consent is built per project, so how it is wired depends on your site and your tools.
What refused consent does to your numbers
Less data arrives. GA4 can model part of the gap once a property has enough traffic: Google asks for at least 1,000 events a day (at the time of writing; check Google's current thresholds) with analytics storage denied for 7 days, and 1,000 daily users with it granted on 7 of the last 28 days. Modelled figures are estimates, which is why we check them against the raw BigQuery export.
What we keep out
Where data is sensitive, only an ID and a click ID reach GA4. Names, emails, phone numbers and messages stay out.
We don't give legal advice, so a qualified person signs off your cookie policy and consent text. It's part of our technical tracking service.
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What is technical and tracking infrastructure?
It's the set-up that counts what happens on your site and sends it where it needs to go: tracking tags, analytics, ad-platform conversions, your CRM connection and cookie consent, plus the hosting and security around your website.
How do you set up website analytics and tracking?
We agree with you what counts as a conversion, then set up Google Tag Manager and GA4, plus server-side tracking through Stape for sites that spend on ads. Before we hand over, we check the data is actually arriving.
Why is tracking important for my marketing?
Without it you're guessing which ads, pages and emails bring customers. Ad platforms also bid on what you tell them, so missing or wrong conversions mean they find the wrong people.
What is ongoing management, support, and reporting?
It means we don't launch your marketing and leave. We keep running and improving your ads, website and tracking on a retainer, and send reports that show what's working and what we'd change.
What’s included in your performance reporting?
Spend, leads or sales, and cost per result by channel, using data we've checked first. Reports sit in a Looker Studio dashboard you can open any time, and each one ends with what we'd push, fix or stop.
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