Previously, CCM reporting relied on a "view-based" metric. This meant that every time a site visitor (Banner/Disclaimer/Modal) visited a webpage where the consent property was deployed, a “view event” was recorded. The assumption was that if a view event was registered, the user had seen and would interact with the consent property.
However, this approach presented the following:
- Invisible Views: A substantial number of view events were recorded even when the user did not see the consent property. This could be due to the property being blocked by ad blockers, certain browsers, or other services.
- Non-User Access: Views data was further corrupted by access from non-user entities such as internet bots and scrapers.
These issues led to an inflated and unreliable dataset, resulting in artificially high and inaccurate opt-in and opt-out rates.