Challenge

A client whose website and business are subject to GDPR approached us. They had independently installed a banner on their site to inform visitors about data collection. However, after this update, the website traffic decreased by 30%, and for some advertising campaigns, traffic information stopped being transmitted altogether.

We were tasked with finding and fixing the cause of this data drop.

Our Approach

We began by auditing the client’s analytics systems, Google Tag Manager, and privacy settings. For this, we used our internal checklist with several dozen points.

During the audits and checks, we noticed that the consent mode was not functioning correctly: the algorithm did not block user actions, and therefore did not require the user to accept or reject the conditions. We also noticed that most of the tags were not adapted to the consent mode.

So, we adjusted the settings to the optimal ones and encountered the following problem. Upon the first use, the banner informing users about what data the site might collect worked correctly, but if the user changed their mind and, for example, opted out of collecting only marketing cookies, both marketing and analytical cookies were reset to collected, which could lead to incorrect user data collection.

After identifying the issue, we created a special measurement plan, which the developers then implemented on the site.

Result

By the end of the project, we achieved correct data collection through Google Tag Manager. This, of course, was done in accordance with the user’s choices, respecting their preferences. As a result, the information we receive about visitors is correctly transmitted to analytics across all channels.