That sudden drop in your ad sales? Blame the cookie banner.
You added a cookie banner. A week later your Google Ads sales looked much lower. You did not break anything. This is normal, and there is a reason.
When a visitor says no to cookies, Google tags cannot set cookies for them. So Google does not track that sale the usual way. Your reports drop, even though real sales stayed the same.
Google Consent Mode fixes a lot of this. It sends each user's yes or no choice to Google. When someone says no, the tags still send small cookieless pings. Google uses these to guess the missing sales and fill the gap.
The new version, Consent Mode v2, adds two more signals that Google now needs for users in Europe. Set it up, and your numbers start to look real again.
