How to track the impact of cookie consent on website traffic in Google Analytics

If you are using a cookie consent popup (like the one below) to comply with GDPR, which allow a website user to accept or decline cookies, you would want to track the impact of this cookie consent on your website traffic, sales and conversions over time:

You can do that by following the steps below:

Step-1: Log in to your Google Analytics account and then navigate to the ‘Admin’ section.

Step-2: Click on the ‘Annotations’ link under the ‘View’ column:

Annotations are notes that you tie to a specific event in Google Analytics.

Step-3: Click on the ‘New Annotation’ button:

Step-4: Select the date on which you added the ‘cookie consent’ popup on your website and then add a small note, which can easily remind you about the event, in the near future:

Step:5: Click on the ‘Create Annotation’ button.

Once you clicked on this button, your new annotation will appear in all GA reports, which has got an over time graph.

You can learn more about creating and viewing annotation in a GA report, from the video below:

 

We are adding annotation to GA reports, in order to create a baseline for measuring website performance in terms of traffic, sales and other conversions.

Step-6: Look at your website usage data of the last one month, before you added cookie consent pop up on your website. Note down sessions, sales volume, ecommerce conversion rate and other metrics which are important to you.

Step-7: Look at your website data of the last one month, after you added cookie consent popup on your website. Note down sessions, sales volume, ecommerce conversion rate and other metrics which are important to you.

Step-8: Compare the data you collected in step-7 with the data you collected in step-8. Start this comparison by navigating to the ‘Channels’ report (under Acquisition > All Traffic):

Most likely, you will see decline in traffic, sales and other conversions.

This is mainly due to, losing the ability to correctly track website usage data for the visitors, who declined cookies to be placed on their device.

Most likely the traffic segment which will have biggest negative impact, is the traffic generated from EU countries.

So you would like to compare the performance of EU and non-EU traffic segments in GA.

Step-9: To do that, upload the following two custom segments in your GA property:

  1. Non-EU Traffic
  2. EU Traffic

Step-10: Apply these two segments to the ‘Channels’ report (under Acquisition > All Traffic):

From the screenshot above, we can conclude that 71% traffic is from non-eu countries and around 29% traffic is from eu countries.

You can get similar insight, by using these custom segments.

When you compare the data you collected in step-7 with the data you collected in step-8, while using these two custom segments, you can get detailed insight about the changes in website usage data:

For example, from the screenshot above, we can conclude that after adding the cookie consent pop-up on the website:

#1 There is a decline of 1.63% in website users from non-EU countries

#2 There is a decline of 8.16% in users from EU countries

You can do similar comparison for other metrics:

Note: You can hover your mouse over one of the custom segment, to get more information about the segment:

How to mitigate the effect of Cookie Consent Popup on website traffic

The smart way to mitigate the effect of cookie consent popup, is not to show it, to the Non EU website traffic.

But for that you would need to use some type of IP lookup solution (like IPinfo, IPData) through which you can identify visitors from the EU and show the cookie consent popup, only to them.

Most IP lookup solutions charge for per lookup and depending upon your website traffic, using a lookup solution can cost you, hundreds or even thousand of dollars a month.

But that’s the price you have to pay, if you want to mitigate the effect of cookie consent popup, on your website tracking.

Related Articles:

Other articles on specialized tracking in Google Analytics

  1. Ecommerce Tracking in Google Analytics – Tutorial
  2. Event Tracking via Google Tag Manager – Tutorial
  3. Event Tracking in Google Analytics – Tutorial
  4. Guide to Google Analytics Store Visits Tracking
  5. Offline Conversion Tracking in Google Analytics – Tutorial
  6. Implementing E-Commerce Tracking via Google Tag Manager
  7. Tracking Virtual Pageviews in Google Tag Manager – Tutorial
  8. YouTube Video tracking via Google Tag Manager
  9. How to Use Keyword Hero to Reveal Not Provided Keywords in Google Analytics
  10. Virtual pageviews in Google Analytics – Tutorial
  11. Google Analytics and YouTube Integration Tutorial
  12. Google Analytics for Facebook Tutorial
  13. Google Analytics Cross Domain Tracking Explained Like Never Before
  14. Using multiple Google Analytics tracking codes on web pages
  15. The one thing that you don’t know about PayPal.com and the referral exclusion list
  16. Calculated Metrics in Google Analytics – Tutorial
  17. Creating your own Google Analytics Tag Auditing System
  18. Tracking Site Search without Query Parameter in Google Tag Manager
  19. Tracking true referrals in Google Analytics when using PayPal and other payment gateways
  20. Phone Call Tracking in Google Analytics and Beyond
  21. Learn to Track Qualified and Won Leads in Google Analytics
  22. Introduction to Postbacks in Google Analytics
  23. Google Analytics Recurring Revenue and Subscriptions Tracking Tutorial
  24. How to track the impact of cookie consent on website traffic in Google Analytics
  25. Tracking Offline Conversions in Google Ads
  26. Implementing Scroll Tracking via Google Tag Manager
  27. Scroll Tracking via Scroll Depth Trigger in Google Tag Manager
  28. Site Search Tracking In Google Analytics Without Query Parameters
  29. Video Tracking via YouTube Video Trigger In Google Tag Manager
  30. How to Correctly Measure Conversion Date & Time in Google Analytics
  31. Google Analytics Social Tracking – Twitter, Facebook, Google Plus and LinkedIn
  32. Google Analytics Cross Domain Tracking (ga.js)
  33. Tracking Twitter and Linkedin Social Interactions in Google Analytics
  34. Creating Content Group in Google Analytics via tracking code using gtag.js
  35. Tracking Site Search in Google Analytics with Query Parameters
  36. Understanding site search tracking in Google Analytics
  37. Creating and Using Site Search Funnel in Google Analytics
  38. Learn to Setup Facebook Pixel Tracking via Google Tag Manager
  39. Setting up & Tracking AMP Pages in Google Analytics
  40. Setting up Sales Funnel across websites in Google Analytics
  41. Regular Expressions (Regex) for Google Analytics & Google Tag Manager – Tutorial

Register for the FREE TRAINING...

"How to use Digital Analytics to generate floods of new Sales and Customers without spending years figuring everything out on your own."



Here’s what we’re going to cover in this training…

#1 Why digital analytics is the key to online business success.

​#2 The number 1 reason why most marketers are not able to scale their advertising and maximize sales.

#3 Why Google and Facebook ads don’t work for most businesses & how to make them work.

#4 ​Why you won’t get any competitive advantage in the marketplace just by knowing Google Analytics.

#5 The number 1 reason why conversion optimization is not working for your business.

#6 How to advertise on any marketing platform for FREE with an unlimited budget.

​#7 How to learn and master digital analytics and conversion optimization in record time.



   

My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
This expert guide will teach you how to leverage the knowledge of maths and statistics in order to accurately interpret data and take actions, which can quickly improve the bottom-line of your online business.

Master the Essentials of Email Marketing Analytics
This book focuses solely on the ‘analytics’ that power your email marketing optimization program and will help you dramatically reduce your cost per acquisition and increase marketing ROI by tracking the performance of the various KPIs and metrics used for email marketing.

Attribution Modelling in Google Analytics and Beyond
Attribution modelling is the process of determining the most effective marketing channels for investment. This book has been written to help you implement attribution modelling. It will teach you how to leverage the knowledge of attribution modelling in order to allocate marketing budget and understand buying behaviour.

Attribution Modelling in Google Ads and Facebook
This book has been written to help you implement attribution modelling in Google Ads (Google AdWords) and Facebook. It will teach you, how to leverage the knowledge of attribution modelling in order to understand the customer purchasing journey and determine the most effective marketing channels for investment.

Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

error: Alert: Content is protected !!