Google Analytics 4
Google's event-based analytics platform, which replaced Universal Analytics in July 2023 and models sessions and users from event streams.
AnalyticsCMPConsent Mode v2
Consent management and Consent Mode
Systems for capturing and honouring users' tracking permissions, and Google's mechanism for adjusting tag behaviour and modelling gaps when consent is withheld.
In full
Under GDPR-style regimes a meaningful share of visitors decline analytics cookies, creating a structural undercount that varies by country. Consent Mode sends cookieless pings for non-consenting users so behavioural modelling can estimate the gap, and Consent Mode v2 added parameters required for advertising features in the EEA. The practical consequence for SEO reporting is that analytics traffic figures are always lower than server-side reality, and the ratio drifts as consent rates change.
Example
A site's consent rate falls from 78% to 61% after a banner redesign, and organic sessions appear to drop with no ranking change.
Related terms
Sessions
A group of user interactions within a time frame; in GA4 a session begins with a session_start event and ends after 30 minutes of…
Data sampling and thresholding
Analytics platforms estimating results from a subset of data, or suppressing small values for privacy, both of which distort reporting if…
Server-side tracking
Collecting analytics and marketing data through a server endpoint you control instead of sending it directly from the browser to vendors.
Attribution
Assigning credit for a conversion across the touchpoints that preceded it, using rules such as last click, first click, or data-driven…