Is the new cookie policy leaving a bitter taste in your stats?

If you’ve logged into Google Analytics recently and felt that something doesn’t quite add up, you’re not alone. Thankfully, it’s most likely not that your marketing has stopped working overnight!

Across the board, businesses are noticing changes in how their website traffic, conversions, and user engagement appear. The new cookie consent rules, particularly with Google’s transition to consent mode tracking and tighter privacy standards, are changing the way data is collected.

What has actually changed?

Cookies have always been the small “crumbs” that track user behaviour online, helping marketers understand who’s visiting, what they’re interested in, and how they move through a website. But with growing privacy regulations (like GDPR) and browser level restrictions (especially on Chrome and Safari), users are now given much more control over whether they’re tracked.

The latest update means that if a user declines non-essential cookies, their session will not appear in your analytics data at all. In short, fewer cookies, less visible data. You might see a drop in reported traffic, or fewer conversions being attributed correctly. But that doesn’t mean your audience has disappeared, it just means your visibility of it has.

What’s the difference between essential and non-essential cookies?

Essential  cookies are the ones your website needs in order to function, for example, to load pages properly. These are allowed by default and can’t be switched off because without them, the website simply wouldn’t work. Non-essential cookies are typically analytics, marketing and tracking cookies. These are the cookies we now need explicit consent for, and these are the ones that impact your stats when people decline them.

How this impacts construction

In construction, every click and lead matters. Whether it’s architects downloading product datasheets, specifiers viewing BIM objects, or housing associations researching retrofit solutions, these digital interactions often mark the beginning of a much longer journey.

So, when your analytics show a 20% drop in traffic, it’s natural to worry and question why. But what’s really happening is a data distortion and not a decline in real world engagement.

For example:

• Your product pages might still be attracting professionals, but if they don’t consent to cookies, those visits are invisible.
• Your campaigns might still be driving clicks, but conversion data could appear incomplete.
• Repeat visits from the same users might look like new sessions because cookies aren’t remembered.

The result? Your Google Analytics report may look weaker than it actually is.

What can you do?

Unfortunately, there’s no magic workaround, these changes are driven by privacy laws and platform updates that apply to everyone. But there are a few ways to adapt your mindset and your measurement approach:

• Instead of poring over exact numbers, look for patterns over time. If you see consistent engagement on your content and leads are still coming through, the campaigns are likely performing as expected, even if the numbers are smaller.
• Use a mix of tools like Google Analytics, Google Search Console, and your CRM system. By also looking at things like email engagement, you’ll get a clearer picture of how people are interacting with your business, especially since many construction leads happen offline.
• If users understand why you’re asking for consent i.e. to improve your experience and content, they may be more likely to accept. A well-worded, user-friendly cookie banner can genuinely make a difference.
• Shift focus onto metrics that reflect real business outcomes, enquiries, downloads, and quote requests, rather than just page views.

A change in perspective

This shift can feel frustrating: after all, marketing decisions rely on good data. But it’s also an opportunity to step back and ask: what really matters?

In construction marketing, the goal isn’t to chase vanity metrics, it’s to connect the right people with the right solutions. If your business continues to reach the right audiences through targeted campaigns, educational content, and strong SEO foundations, then success is still happening, even if it’s not fully visible in Google Analytics.

Sweeten the deal with smarter strategy

At Harris Creative, we help construction businesses navigate changes like these, from interpreting new data patterns to refining digital strategies that still deliver measurable impact.

Whether it’s reviewing your analytics setup, adjusting campaign tracking, or building content that earns engagement regardless of cookies, we can help ensure your marketing stays effective and future-proof. Because even if the new cookie policy has left a slightly bitter taste, there are still plenty of ways to keep your results sweet – reach out to us to learn more.