How much data does your cookie banner cost you?
If Google Analytics 4 on your site only loads after cookie consent, visits without consent are not sent to it. This difference in data coverage is the consent gap. The calculator estimates the impact of that setup; advanced Consent Mode may also add modelled data to reports.
How many visits the site gets per month. A rough estimate is fine.
They reject the cookie banner or ignore it. The share can vary a lot depending on the site and audience.
What share of visits ends in an order. Leave it blank to skip conversions.
Under this setup, the estimated gap is visits ( %) and conversions every month.
A rough estimate for a site that only loads GA4 after consent. We assume the same conversion rate for visits with and without consent. Advanced Consent Mode can send limited signals without analytics cookies and model some data when eligible. The result does not measure the actual gap in your reports.
Why the numbers don't add up
It's not a misconfiguration in Google Analytics. Ever since cookie consent became the norm, GA4 usually measures mainly visitors who grant consent. A visitor who rejects the cookie banner - or just clicks it away - often never reaches GA4, or appears only as a modelled estimate. The more people decline, the bigger the hole in your data, and the standard report doesn't even show you that hole.
Trackless works differently. It measures on the server, without its own analytics cookies - it recognises a visitor from a daily-rotated fingerprint, stores no own measurement identifier in the browser. Consent and cookie-banner handling should still be assessed against the full site setup. You usually see some visits that GA4 drops because of consent. Run both side by side and compare.
Want to see those visitors too?
Trackless runs next to Google Analytics and helps fill part of the data GA4 misses because of consent. Usually without its own analytics cookies; cookie-banner needs depend on the other tools on your site. Data is stored on a server in the EU. First 30 days free.