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How a Retail Client Recovered 44% More Conversions with Google Consent Mode and GA4

Ecommerce

Challenge

A leading retail client was struggling with significant data loss as more customers chose to opt out of cookies. Each opt-out created blind spots in their analytics, leaving gaps in measurement and attribution. As the gaps grew, it became harder to trust their return on ad spend calculations and to know where their marketing dollars were working best.

A leading retail client was struggling with significant data loss as more customers chose to opt out of cookies. Each opt-out created blind spots in their analytics, leaving gaps in measurement and attribution. As the gaps grew, it became harder to trust their return on ad spend calculations and to know where their marketing dollars were working best.

Solution

To address this, Napkyn implemented Google Consent Mode in a privacy-first setup. Consent Mode allowed the client’s tracking to adapt dynamically to each user’s consent choices while still sending cookieless pings when consent was denied. From there, GA4’s behavioral modeling was activated, filling in the missing pieces by estimating user actions from patterns in consenting audiences. This blended reporting approach gave the client a more complete view of transaction counts and attribution breakdowns, without compromising on user privacy.

To address this, Napkyn implemented Google Consent Mode in a privacy-first setup. Consent Mode allowed the client’s tracking to adapt dynamically to each user’s consent choices while still sending cookieless pings when consent was denied. From there, GA4’s behavioral modeling was activated, filling in the missing pieces by estimating user actions from patterns in consenting audiences. This blended reporting approach gave the client a more complete view of transaction counts and attribution breakdowns, without compromising on user privacy.

Results

The impact was immediate. After Consent Mode went live, conversion tracking improved dramatically, with a 43.8 percent increase in recorded conversions compared to the period before. By mitigating data loss from opt-outs, the client regained confidence in their reporting, maintained visibility into campaign performance, and was able to continue optimizing ad spend with stronger data signals. What once looked like a roadblock to measurement turned into an opportunity to build trust with consumers while keeping marketing insight intact.

The impact was immediate. After Consent Mode went live, conversion tracking improved dramatically, with a 43.8 percent increase in recorded conversions compared to the period before. By mitigating data loss from opt-outs, the client regained confidence in their reporting, maintained visibility into campaign performance, and was able to continue optimizing ad spend with stronger data signals. What once looked like a roadblock to measurement turned into an opportunity to build trust with consumers while keeping marketing insight intact.

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