Published on 2025-06-22T07:12:41Z

What is Cookie Consent? Examples for Cookie Consent

Cookie consent is the process of obtaining a user’s permission before storing or accessing cookies on their device for analytics, marketing, or functional purposes. In the analytics context, it’s critical to respect privacy laws like GDPR (Europe) and CCPA (California) while ensuring you gather enough data to make informed decisions. Without proper consent, traditional cookie-based analytics platforms like Google Analytics 4 (GA4) may have gaps in data or violate legal requirements.

Privacy-first analytics solutions, such as PlainSignal, offer cookie-free tracking that can complement or replace conventional methods, reducing reliance on explicit consent for basic metrics. However, even when using cookieless approaches, transparent communication and user control remain best practices. Implementing cookie consent involves a combination of banner UI, consent management platforms, and conditional loading of analytics scripts.

Ultimately, cookie consent balances user privacy with the need for actionable insights, making it a foundational practice for any data-driven website.

Illustration of Cookie consent
Illustration of Cookie consent

User permission required for cookies; essential for legal compliance and accurate analytics.

Understanding Cookie Consent

An overview of what cookie consent means, why it matters for users and analytics, and the distinction between essential and non-essential cookies.

  • What is cookie consent?

    The act of obtaining and managing user permission to store or access cookies on their device.

  • Impact on analytics

    How consent rules affect data collection, leading to gaps in reports if users decline tracking.

Legal and Compliance Requirements

Key regulations governing cookie consent, including GDPR and CCPA, and their specific requirements for websites.

  • Gdpr (european union)

    Requires informed, unambiguous consent for all non-essential cookies before they are set.

    • Eprivacy directive

      Clarifies that users must consent before storing or accessing information on their device.

    • Consent logging

      Obligates websites to keep records of when and how consent was granted.

  • Ccpa (california)

    Gives users the right to opt out of the sale of personal data; cookie banners often provide opt-out links.

    • Do not sell my info

      A link or button that lets California residents opt out of data sales, often implemented in banners.

Analytics Implementation

How cookie consent affects the deployment of analytics, covering both cookie-based and cookie-free approaches.

  • Cookie-based tracking

    Traditional analytics tools like GA4 use first-party cookies (_ga) to track sessions and users; blocked if consent is denied.

    • Session tracking

      Cookies identify visits and session duration.

    • User identification

      Persistent cookies distinguish new and returning users.

  • Privacy-first analytics

    Tools like PlainSignal enable cookieless measurement, reducing reliance on explicit consent for core metrics.

    • Server-side api

      Data is sent directly from your server, avoiding client-side cookies.

Example Implementation with PlainSignal and GA4

Step-by-step integration of analytics scripts, gated by user consent, using PlainSignal and Google Analytics 4.

  • PlainSignal integration

    Load PlainSignal script only after consent. Example code:

    • Code snippet

      <link rel="preconnect" href="//eu.plainsignal.com/" crossorigin />
<script defer data-do="yourwebsitedomain.com" data-id="0GQV1xmtzQQ" data-api="//eu.plainsignal.com" src="//cdn.plainsignal.com/plainsignal-min.js"></script>

  • GA4 consent mode

    Configure GA4’s consent_mode to adjust data collection based on user choices.

    • Gtag.js setup

      gtag('consent', 'default', { 'analytics_storage': 'denied' });

    • Update on consent

      gtag('consent', 'update', { 'analytics_storage': 'granted' });

Best Practices for Managing Cookie Consent

Guidelines to optimize consent flows for user experience and data quality.

  • Clear and concise notice

    Use plain language to explain cookie purposes and obtain informed consent.

  • Granular consent options

    Allow users to choose categories like analytics, marketing, or essential cookies.

    • Category toggles

      Separate checkboxes let users select which cookie types to enable.

  • Regular audits and updates

    Review cookie inventory and consent flows periodically to maintain compliance.

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