Watch this if you run a marketing agency

Your client's cookie banner is ruining their ad performance. If you work in a marketing agency, most of your clients probably have a consent banner that looks something like this. If that banner isn't set up correctly, your agency could be missing dozens or hundreds of conversions that your ads drove and were completely legal to track, all because of this banner. All because of this dumbass banner. If you've ever had a client who you see a bunch of leads or sales coming in for, but Meta and Google aren't tracking any of them, this could be one of the reasons why. And here's how to tell. The point of a consent banner is to let people opt out if they don't wanna be tracked. But what most agencies don't realize is that their client's consent banner is opting everybody out of tracking by default, which means a ton of your ad traffic is completely untrackable the moment they land on the website. This is especially common if you use Google Tag Manager or some sort of tracking integration because those tools are designed by default to listen for consent messages and updates. So how can you tell and how do you fix it? So first, clear all your client's cookies off your client's website and run a fresh test session in GTM Tag Assistant. In Tag Assistant, check for the first consent message that goes to the data layer and check to see if users' consent is being granted or denied by default. If everything is being denied, and it looks like this, there's a very good chance that your consent banner is blocking your tracking tags and integrations from ever firing, even if the person wasn't supposed to be opted out. If it's granted, that's good, but then you need to make sure that if somebody rejects cookies, a new consent message pops up and stops all tracking from firing, or else you're breaking law and your client could be sued for a lot of money. And you could get sued too. So remember, if your client has a cookie consent banner, make sure it's not opting users out of tracking by default, because that is going to completely ruin your tracking and miss a ton of conversions that your ads are creating. Which in turn is gonna make your agency look really bad, when in fact you guys are probably way better than that.