Google Analytics 4 (GA4) is unique because it was built to operate in a cookieless future. When you implement Consent Mode, GA4 changes how it reports data.
Instead of just showing a drop in users, GA4 uses "Behavioral Modeling" to estimate the activity of unconsented users based on the behavior of similar consented users.
Prerequisites for Modeling
Modeling does not kick in instantly. You need:
1. Consent Mode enabled across all pages.
2. 1,000 daily events with analytics_storage="denied" for 7 days.
3. 1,000 daily users with analytics_storage="granted" for 7 of the last 28 days.
Observed vs. Modeled Data
| Metric | Observed (Cookies) | Modeled (AI) |
|---|---|---|
| User ID | Exact Client ID | Statistical Aggregate |
| Session Source | Direct Link | Estimated from entry |
| Event Count | 1:1 | Upscaled |
To see modeled data, go to Admin > Reporting Identity. Select "Blended". If you select "Observed only", all modeled data will be hidden, and your traffic numbers will look artificially low.
Start Tracking Today
Don't let privacy regulations blind your analytics. Use CookieBeam to implement Consent Mode v2 and let GA4's AI fill in the gaps.