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  Every marketing team wants clean GA4 numbers and a compliant cookie setup. The trouble is, most teams still run a configuration that ignores a big update from 15 June 2026. Since that date, Google Signals no longer controls your Google Ads data inside GA4. Consent Mode does. Old configurations quietly lose users, shrink audiences and drop conversions. What Google Signals is Google Signals connects sessions from the same person across their phone, laptop and tablet. It only turns on when the visitor is signed in and has Ads Personalisation on in their Google account. It does not manage cookies. It only enriches data already collected with consent. What Consent Mode v2 is Consent Mode v2 is the switchboard. It reads a visitor's cookie choice before any Google tag fires. Four flags are involved: ad_storage, analytics_storage, ad_user_data and ad_personalisation. Basic mode blocks tags until consent is given. Advanced mode fires cookie-less pings that GA4 can later model into...

Universal consent means one central record of every yes and no a person gives you, read by every system you run and updated the moment it changes. Your banner only sees one of those channels. Most companies collect consent well and carry it badly. Here's a plain walk through what happens when it works, plus the one arrival almost nobody has planned for. Step 1: Someone answers They land on your site. Or open your app. Or tick a box on a paper form at your counter. Or reply STOP to a text. All four are consent events. All four count in law, and only the first one usually gets built properly. Step 2: The answer goes to one place Rather than saving into whichever tool caught it, the answer gets written to a single central record. Stored alongside it: who they are, what they agreed to, when, which channel, and which law applied to them at that moment. That last field does a lot of quiet work. It's how you answer "was this lawful?" two years later. Step 3: Everything else ...

Everyone knows the headline number. Almost nobody plans for the other two. That gap tells you exactly how most organisations are preparing, and why so many will still be caught. The three tiers Prohibited practices cost up to 35 million euros or 7% of worldwide annual turnover, whichever is higher. Breaching operator or general-purpose model duties runs to 15 million euros or 3%. Giving an authority incorrect, incomplete or misleading information costs up to 7.5 million euros or 1%. Small and medium companies are capped at the lower of the two figures rather than the higher. Read the third tier twice. It does not punish reckless AI. It punishes an inaccurate answer. You can act in good faith, answer a regulator from a spreadsheet nobody updated, and land inside it. Which is the cheapest tier to avoid, and the only one that is purely an admin problem. Why that tier is a governance failure, not a legal one AI compliance means proving your AI meets rules somebody els...

  GDPR uses one sentence to define personal data. Article 4(1) calls it "any information relating to an identified or identifiable natural person". Everything else follows from that sentence, so it helps to read it slowly. Two words do the work. Identified means you already know who it is. Identifiable means you could work it out. Things that count The European Commission gives a plain list: a name and surname, a home address, an email address, an IP address, an identification card number, a cookie ID, and the advertising identifier of your phone. Video recording from CCTV is on the list too. Things that do not count A company registration number is not personal data. A generic mailbox such as info@company.com is not personal data. Truly anonymised information is outside GDPR, and only when the anonymisation cannot be reversed. The six mix ups Assuming work emails are exempt. A named address like sarah.jones@company.com identifies a person, so it counts. Treating coded record...

The short answer If your purchases dropped soon after you added a cookie banner, the banner is almost certainly the cause. The Meta Pixel starts in a paused state and needs a signal to switch on. Many banners send the pause and never send the switch. Reinstalling the pixel will not fix that. Here is the full list, in the order worth checking. 1. Your cookie banner never sends the "on" signal Meta's developer documentation describes pausing pixel fires until consent is granted, then sending them once it is. The two states are revoke (paused) and grant (active). Plenty of banners handle the first half correctly and forget the second. The pixel then waits forever. How to test: open your site in a private window, accept cookies, then open your browser's network tab and look for requests going to facebook.com/tr. If nothing appears after you accept, the "on" signal never arrived. 2. You have two pixels on the page A theme app and a manual install both adding the ...