27 October 2026
Cookie consent in France: the CNIL and GA4
What the CNIL expects of a French cookie banner, why a standard GA4 setup doesn't fit the audience measurement exemption, and what to check.
Marc Alexander, GA4 and Google Tag Manager consultant in London
Your GA4 is probably telling you things that aren't true.
Marc finds out why your GA4 numbers don't match reality, and fixes it so it stays fixed.
Not sure? Answer three questions, or run the tracking checker.
Experience includes.
All case studies
Who you'd be working with.
Marc is a senior GA4 and Google Tag Manager consultant in London. You work with him directly, from first call to handover.
- 10 years in digital analytics
- Knight Frank, then lead consultant at Halfords
- Independent of any agency
Works with clients across the UK, Europe, the US, Canada, Australia and New Zealand. More about Marc
“It's been a real pleasure working with Marc. He's a talented and highly competent professional whose contributions across product development and analytics have been invaluable. I've appreciated his collaborative spirit and sharp insight. I would gladly recommend him to any team.”
Sound familiar?
- Revenue doesn't match Shopify or Stripe. Usually event sequencing or checkout attribution, fixable at source. Read the guide on GA4 revenue not matching Shopify or Stripe
- Purchases counted twice. Usually a reloaded confirmation page or a duplicate tag. Both are fixable. Read the guide on fixing duplicate conversions
- Everything turns into Direct at checkout. An offsite payment step restarts the session and loses the campaign. Read the guide on Direct traffic in GA4
- Events work in preview, never in GA4. Usually timing, consent or a trigger, sometimes a blocked tag.
- “Our banner is up, so we're compliant.” Most banners that get tested still set marketing cookies before anyone clicks. Read the guide on testing Consent Mode v2
- The team still doesn't trust GA4. Usually because GA4 disagrees with finance or the CRM. That's fixable.
Not sure where to start?
A focused review of your GA4 setup.
Mini audit from £175
What Marc does.
All pricesHow healthy is your tracking?
See what a first-time visitor triggers before agreeing to anything.
Latest articles.
All articles23 October 2026
VAT in GA4 revenue for UK stores
UK prices include VAT but GA4 expects revenue without tax. Why it overstates sales and return on ad spend, and how to send VAT in its own field.
21 October 2026
GA4's advertising controls now belong to Google Ads
Since 15 June 2026 Consent Mode in Google Ads is the only control over Google Ads data from your GA4 tag, with more to come. What a Reject click does now.
Book a mini audit, or talk first.
Start with a GA4 mini audit, from £175, or choose “20-minute intro call” below.
Or email [email protected].
