Global animal health manufacturer, European operations · Manufacturing
The traffic drop that was not a compliance problem
- Comply
- Measure
The situation
After a full Google Consent Mode v2 rollout, GA4 reporting showed a 70 to 80 percent collapse in tracked traffic. The immediate assumption was that stricter consent gating was suppressing legitimate data, and the pressure was to loosen or rebuild the consent setup.
What we found
We treated the drop as a hypothesis to test rather than a conclusion. The consent implementation was verified tag by tag and documented as correctly configured, which cleared consent as the cause. That pointed the investigation at the server-side tracking pipeline, where a misconfiguration unrelated to consent turned out to be the real culprit.
What we did
Produced a formal compliance document proving the consent setup fired correctly at each stage, then traced and fixed the server-side pipeline fault the verification had isolated.
Result
The client avoided an unnecessary rebuild of their consent infrastructure and fixed the actual root cause. The bigger win was procedural: a repeatable way to separate "compliance is working" from "something else broke at the same time".
Stack
Google Tag ManagerConsent Mode v2server-side GTMGA4
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