The client's starting goal
E-voting SaaS vendor in B2B lead gen, with consent-dependent Google Ads and GA4 conversions and a 31-tag GTM container. The client thought they were compliant: the banner was there, and so was Consent Mode. Yet 64% of Google Ads clicks opened no GA4 session, and bidding was learning from a fraction of the traffic.
Key actions
Consent Mode was running in basic mode: tags were waiting for consent that came too late on the landing page. We measured the gap landing page by landing page, then rewired the whole chain.
- Click-to-session gap diagnosed, landing page by landing page
- Switch to advanced Consent Mode, default state set before GTM loads
- 14 tags rewired to fire from the landing page
- Modeling eligibility verified and documented
The impact
Google tags now fire from the landing page, with or without consent, in cookieless mode when needed. The gap between clicks and sessions is explained and documented.
Modeling of declined conversions is possible again for Google Ads and GA4: bidding learns from all the traffic, no longer from a fraction.
