Direct answer
Default analytics storage to denied. Load the tag only after a documented opt-in. Keep one measurement ID and one page view per path. Name the enquiry event separately from the page view.
Google’s Consent Mode documentation is the contract for the tag. Your privacy notice is the contract for the human. They must match.
What B2B teams actually need to know
You need: which landing pages start a request, which devices they use, and whether the form loaded. You do not need twenty marketing pixels to learn that.
Core Web Vitals degrade when every campaign adds a script. Measure LCP and INP on the enquiry template after you cut tags, not before.
A practical sequence
Inventory, then delete, then consent.
- List every third-party script on the marketing origin
- Keep one analytics loader, one form embed origin
- Default denied; ads remain denied
- Fire form_submitted only after a real submit message
- Do not treat a traffic correlation as a case study
Portals are a different property
Do not paste the marketing tag into an authenticated portal. Product analytics, if any, belong behind the same access control as the data, with a separate notice.
What to send if you want a senior review
Share the current tag list and whether analytics is optional today. Related work at Kiwi: custom website design and development.
Frequently asked questions
Can we run Google Ads conversion tags with analytics denied?
This studio’s marketing origin keeps advertising storage denied. If you need ads measurement, that is a separate design with its own notice. Do not silently enable it.
Does consent reduce rankings?
Google does not require analytics to index a page. Crawlability and helpful content do. Consent is not an SEO penalty.
Where should the form live?
On a dedicated request route, loaded only after form consent if it sets third-party cookies. Offer a separate-tab and email path.
Sources
- Google Tag Platform — Consent Mode
- Google Search Central — Creating helpful, reliable, people-first content
- web.dev — Web Vitals
Figures cited above are drawn from the linked publications and are the responsibility of their sources; we date and scope them rather than presenting them as universal guarantees.