Tool
Consent Loss Calculator
How many conversions does your consent rate cost you? Get the loss in euros, plus what Consent Mode V2, server-side, and Enhanced Conversions win back.
Your numbers
Your consent gap
How much of it you can recover
≈ 320 conversions / month back into reporting and bidding algorithms.
How we calculate
Unmeasurable conversions = sessions × (1 − consent rate) × conversion rate. The conversions still happen, GA4 just never sees them after a reject, so they drop out of attribution and the bidding signal.
Recovery assumptions, conservative and cumulative against the gap: Consent Mode V2 modelling recovers 55%, server-side tracking adds another 15% (sturdier first-party signal, ITP-resistant), Enhanced Conversions and CAPI add a further 10%. Roughly 20% stays structurally lost.
The 55% anchor comes from Google's own Consent Mode modelling (30–65% depending on traffic volume). Low volume or a thinly trained model pushes it down. Treat this as an order of magnitude, not an audit result.
An Audit Sprint closes exactly this gap: Consent Mode V2, server-side, and Enhanced Conversions wired cleanly. €2,400 fixed price, 10 working days.
Close this gap → Audit SprintWhat the consent gap actually costs
At 60% consent, 40% of your conversions drop out of GA4. Not because they fail to happen. Because no tag fires after a reject. Smart Bidding and CAPI then learn on a signal full of holes, and that drives cost-per-acquisition up.
Consent Mode V2 models part of the gap back, server-side tracking steadies the first-party signal, Enhanced Conversions and CAPI lift conversion accuracy on the ad platforms. Together the three layers recover roughly 80% on a conservative count. The rest stays structurally lost, and we say so plainly.
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How does the consent loss calculator work?
Unmeasurable conversions = sessions × (1 − consent rate) × conversion rate. At 50,000 sessions, 60% consent, and a 2% conversion rate, that is 400 conversions a month no tag fires for after a reject. Multiplied by value per conversion and 12 gives the annual loss. Treat it as an order of magnitude, not an audit result.
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What is a realistic consent rate in the DACH region?
The average sits between 55 and 65%, depending on industry, CMP design, and traffic source. Poorly designed banners push it under 50%; a cleanly optimised consent layout lifts it past 70%. The consent rate is the one variable in this calculation marketing can move directly.
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Does Consent Mode V2 really recover 55%?
Google's Consent Mode modelling reconstructs 30 to 65% of consentless conversions depending on traffic volume. 55% is the mid-point we apply conservatively. Low volume or a thinly trained model pushes the rate down; high traffic lifts it. The modelling needs cleanly configured consent signals, otherwise it runs empty.
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Do the conversions actually disappear, or just the measurement?
Only the measurement. The conversion happens, the customer buys. But without consent no tag fires, so GA4 and the ad platforms never see the sale. Smart Bidding and CAPI then optimise against a signal full of holes, and that drives cost-per-acquisition up. The loss is real, it just lands in ad efficiency rather than revenue.
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What does it cost to close the gap?
An Audit Sprint is €2,400 net fixed price and delivers a prioritised action plan in 10 working days. It covers Consent Mode V2 wired cleanly, server-side tracking stood up, Enhanced Conversions and CAPI connected. Exactly the three layers the calculator reports as recovery.