Why it matters
Beyond compliance, consent reshapes measurement: a meaningful share of visitors decline, so analytics undercounts and ad platforms see less. Businesses that don't know their consent rate routinely misread their own numbers: the data isn't wrong, it's partial.
How it works
A consent platform gates non-essential scripts until the visitor chooses; choices are stored and honoured across pages. Requirements vary by jurisdiction (strictest in Europe; Australia is lighter today but tightening). Dark-pattern banners that bury "decline" increasingly attract regulatory attention.
What to do about it
Implement consent properly and mind the design: an obnoxious banner is brand damage on every first visit. Then note your consent rate and read analytics with that discount in mind.
