What is Cookieless ping for CMP, GCM and GA4

Cookieless pings are used by Google for conversion modeling on an aggregate level. Google doesn't collect any PII (Personally Identifiable Information) along with these cookieless pings; Google only collects functional and non-identifiable information

When a cookie less ping is used by google.

Google has announced two versions of Google Consent Mode: Basic Google Consent Mode Implementation and Advanced Google Consent Mode Implementation.

Note:

If you don’t want to share the cookieless ping for conversion modeling with Google, you can use the Basic level of Consent Mode Implementation. In contrast, if you want to share the cookieless ping with Google, then you can opt for the advanced level of consent mode implementation.

The Basic Consent Mode implementation doesn’t send the ping to Google if the user doesn’t grant permission. On the other hand, with the Advanced Google Consent Mode implementation, cookieless pings will be shared with Google.

Note: Google cannot recognize the user in the case of a cookieless ping.

What information is passed with a cookieless ping to Google?

Google will receive all functional information without any user identification. Hence, Google uses this data on an aggregate level to improve conversion accuracy with the help of conversion modeling algorithms.

Key Points for Basic vs Advanced Implementation:

With Basic Google Consent Mode implementation, some conversions will be modeled, but the limitation lies in the smaller dataset used for modeling.

With Advanced Google Consent Mode implementation, Google utilizes cookieless pings and stores a larger amount of data, enabling more accurate conversion modeling based on extensive data and trends.

With Basic implementation, you'll only observe modeled conversions in Google Ads. However, with Advanced (V2) implementation, GA4 will also report the modeled numbers.

How it works

When a user lands on a website, they encounter a consent banner (in the ideal scenario). If the user provides consent, the CMP tool communicates this with Google via Google Consent Mode. Conversely, if the user denies consent, Google receives restricted data and employs conversion modeling to establish a connection between the user and the conversion.

Note: Certified CMPs are integrated with Google Consent Mode, eliminating the need for additional tech work to establish communication between GCM and CMP Banner.