Cookieless Consultancy

Cookies, consent and data collection methods continue to evolve alongside platforms, browsers and regulations.

RichClicks supports companies and eCommerce businesses in designing tracking and measurement systems that take users’ preferences into account and allow tools such as Google Analytics 4 and Google Ads to receive correctly configured signals.

From Consent Mode and CMP integration to Tag Management, Server-Side Tracking and first-party data, we analyse the entire ecosystem to build measurement that is more controllable and aligned with business needs.

How can we help you with Consent Mode and privacy-first solutions?

Every project starts with an analysis of the existing setup and the tools being used.

We can support you with activities such as:

• Consent and tracking audit: we verify CMP, tags, events and platforms to identify inconsistent configurations or missing signals.
• Consent Mode: we configure and test the behaviour of Google tags based on users’ consent preferences.
• CMP and Tag Management: we correctly connect the consent management platform with Google Tag Manager and measurement tools.
• Google Analytics 4: we verify how consent and tag configuration affect data collection in GA4.
• Google Ads: we check the signals used for conversion tracking, remarketing and campaign measurement.
• Server-Side Tracking: where useful, we integrate the setup with a server-side infrastructure.
• QA and monitoring: we periodically test consent, events and integrations to identify anomalies.

Consent Mode: how to manage consent signals

Google Consent Mode allows Google tags to adapt their behaviour based on the choices made by users through the consent management system.

A correct implementation requires CMP, Consent Mode and tracking tools to communicate consistently with each other.

We therefore verify:

• default consent settings;
• consent status updates after interaction with the banner;
• Analytics and advertising tag behaviour;
• signals related to analytics, advertising and personalisation;
• correct integration with Google Tag Manager;
• any differences between Basic and Advanced configurations.

The goal is to ensure that the technical infrastructure correctly reflects the rules and choices defined by the company.

CMP, Google Tag Manager and advertising platforms

The CMP collects users’ preferences. Tag Management must translate those preferences into the correct behaviour of the different tools.

An incomplete configuration can result in tags firing at the wrong time, missing consent signals or inconsistent data between Analytics and advertising.

For this reason, we analyse CMP, Google Tag Manager, GA4, Google Ads and other platforms involved in the setup together.

The verification also includes testing through the available debugging tools to check what happens before and after the user makes a choice.

First-party data and measurement

The progressive reduction of signals available in the browser makes the quality of data collected directly by the business increasingly important.

CRM data, transactions, leads and other first-party data can become part of the measurement ecosystem through specific configurations, always in accordance with applicable consent requirements.

One example is Enhanced Conversions in Google Ads, which use user-provided first-party data to strengthen conversion measurement.

The starting point remains the same: understanding which data is collected, for what purpose and which platforms it is sent to.

Cookieless, client-side and Server-Side Tracking

Today, “cookieless” mainly describes an ecosystem in which tracking needs to work with greater control over cookies, consent preferences and available data, without relying on a single technology.

Client-side tracking continues to play an important role in detecting interactions that take place in the browser.

In more complex projects, it can be combined with Server-Side Tracking, which allows part of the data flow to be managed through a server environment.

We explored the two approaches in our Magazine article on Server-Side Tracking vs Client-Side Tracking.

Consent QA and data quality

Consent and tracking are not configurations that should be checked only once.

Updates to the CMP, website changes, new tags, platform changes or checkout modifications can affect how they work.

We can periodically verify:

• consent signal status and updates;
• tag behaviour;
• events and conversions;
• integration between CMP and Google Tag Manager;
• any anomalies between GA4 and advertising platforms;
• configurations introduced after the initial implementation.

This makes it possible to identify issues that could affect measurement and performance more quickly.

Privacy and data processing responsibilities

The technical configuration must be consistent with the privacy and legal guidance defined by the company.

RichClicks works on the tracking, Tag Management, Consent Mode and measurement aspects, collaborating where necessary with the client’s DPO, legal advisers or privacy stakeholders.

This allows requirements defined at a legal and organisational level to be correctly translated into the technical infrastructure.

Why choose RichClicks for Consent Mode and Cookieless solutions?

Our approach combines tracking, analytics and performance marketing.

This allows us to assess consent together with the tools that actually use that data: GA4, Google Ads, advertising platforms and reporting systems.

Do you need to review Consent Mode, CMP and tracking, or reorganise your measurement infrastructure?

Tell us about your project: we will analyse the current setup and identify the priority actions needed to improve consent management, data quality and measurement.