What does Snowetic Measure do when a visitor declines cookies?

A purchase by a visitor who declined is not recorded in any advertising channel or in analytics. Snowetic verifies from real network traffic that nothing is sent after refusal that is not allowed to be sent, and shows the effect of refusal on measurement as a number.

Is the measurement built in our own Google Tag Manager?

Yes. Browser-side measurement is built in your own Google Tag Manager, and server-side transmissions go through a server maintained by Snowetic in the EU. You can see the permissions of Snowetic's service account yourself and can remove them at any time.

What permissions does Snowetic need?

Publish permission for the Google Tag Manager container, authorization for the ad accounts and analytics, and API credentials for the store system so that purchases can also be read from the store side.

What do we see during the first week?

The first inspection report is produced before any changes and shows what your site sends in both cookie states, which measurement sources overlap and which account settings deviate. After publishing, the measurement is verified immediately, the next day and a week later, and reporting compares the situation to the baseline.

Do Google Ads, Meta, GA4 and the online store show the same number of purchases?

No, and they are not always supposed to show exactly the same number. Attribution, measurement windows, modeling and visitor consent affect the numbers in different ways. Snowetic makes the difference visible and distinguishes the expected difference from a measurement error, and Snowetic Report compares the numbers with your store's actual sales.

Does Snowetic Measure work if the site has no online store?

Yes. On a lead generation site, the measured events are form, call and booking events, and the reference point is the leads recorded by your form system or CRM. Leads from visitors who declined are not recorded in the advertising channels, so the ad account numbers do not show the same as your CRM, and the difference is a monitored number.

A gloved hand points at one curve on a control room data wall

Snowetic Measure

Measurement the algorithm and leadership can trust.

The right purchases. The right values. Continuously verified.

Snowetic Measure builds advertising measurement and continuously verifies from real network traffic that it works correctly, also when a visitor declines cookies or changes are made to the site. When measurement breaks, Snowetic finds the deviation, explains the cause and fixes it.

Request a quote How Measure works

The algorithm does not see your business.It sees the measurement.

The advertising algorithm decides who sees the ads and how much an impression or a click is worth paying for. Its decisions are based on the data it receives. If a purchase is missing, a value is wrong or the same purchase is recorded twice, the algorithm learns from wrong information. The problem does not necessarily show up as a technical error: advertising continues as normal and optimizes toward the wrong result.

01The measured result drops.The data cannot tell you whether sales dropped or the measurement did.Snowetic verifies the measurement separately, so you can tell what caused the change.
02A change is made to the site.A theme update, a new extension or a tag change breaks previously working measurement without anyone noticing.Snowetic notices the change and fixes it.
03A visitor declines cookies.The cookie tool setting alone does not tell you what the site actually sends.Snowetic checks from real network traffic what is sent after acceptance and after refusal.
04Many parties change the measurement.When the online store, the agency, the developer and the platforms' own integrations all change the same setup, a break is noticed only in the monthly report.One party is responsible for the measurement, and every change is recorded.

Builds the measurement.Verifies it.Keeps it working.

The measurement is built in your own Google Tag Manager and on Snowetic's server side. The goal is not just to get the tags working. The goal is to make sure that the data reaching the advertising channels reflects what actually happens in the online store, while respecting the visitor's choice. Snowetic does not ask for permission for every change. It operates according to the settings you define.

Every purchase that may be measured is recorded once. With the right value and identifier, in every channel that needs it.
No duplicates: a purchase is recorded once even when the same event arrives from several sources. Parallel measurement sources are identified before publishing so that the same purchase is not recorded twice. The algorithm gets the data it needs for its decisions: purchases and values, enhanced conversions, the products in the cart, Consent Mode and the first party audiences that are available.
The visitor's choice takes effect technically as well.
Consent is not just a cookie banner setting. What matters is what actually leaves the browser after the choice. The default is refusal. Snowetic verifies from real network traffic what happens after acceptance and after refusal. A purchase by a visitor who declined is not recorded in any channel. The effect of cookie refusal and browser restrictions is shown as a number, so you also see what you cannot measure, and why.
Measurement is not checked only on the day it goes live.
Measurement that works today does not mean measurement that works a month from now. Snowetic checks the measurement when it is published, the next day, a week later and continuously from then on. Verification is done from real network traffic in both cookie states, and the request sent for every event can be viewed. Ad account and analytics settings are checked at the same time, for example conversion settings and enhanced conversions.
When something breaks, it is not left for the monthly report to find.
When a change to the site, the tags or the account settings breaks something that previously worked, Snowetic notices the deviation and fixes it itself. If a release breaks something that previously worked, Snowetic restores the previous working version and explains the cause. Every change is recorded in the change log with the author's name and the reasoning behind it, and the log can be shown to the data protection officer. This way the history of the measurement does not depend on people's memory.

You can see at all times whether the measurement can be trusted.

Snowetic Measure is used in the browser.

StatusThe condition of the measurement at a glance: OK, observations or urgent.
VerificationEvery event to every channel in both cookie states, with the sent request visible.
CoverageHow large a share of the store's purchases was recorded in each channel and what the difference consists of, when the store system is connected. Coverage describes the condition of the measurement, not the channel's share of sales.
Change log and versionsWhat was changed, who changed it and why. Every version can be restored.
DocumentsData protection documents are generated with every release: what is measured, where the data goes and on what basis.

Reporting tells you regularly what was checked and what was fixed: coverage by channel, the distribution of cookie choices and their effect on measurement, verifications, fixed and open deviations. If no problems were found, that is also a result: the measurement has been checked and found to be working. A critical deviation is reported immediately, the others in a summary.

Onboarding starts with verifying the current state.

You provide the site address, authorize Google Tag Manager, the ad accounts and analytics, and connect the store system. Snowetic checks the site in both cookie states, identifies the platform, the cookie tool, the tag management and parallel measurement sources, and produces the first inspection report before anything is changed.

After that, Snowetic builds the measurement, publishes it, verifies it from real network traffic and notifies you when the measurement is in working order. Tasks that only you can do, such as a cookie tool setting or disabling a platform extension, appear in the task list and are checked off automatically when Snowetic detects that they have been done. You can see the service account's permissions yourself and can remove them at any time.

Consent shows the situation.Measure keeps the measurement working.

Snowetic Consent checks what your site actually does. Snowetic Measure keeps advertising measurement continuously in working order using the same verification method. When Snowetic Feed is in use, product identifiers are matched automatically across the different fields of the feed, the tags and the advertising channels. Snowetic Report shows the status of the measurement and the effect of the fixes in the same report as actual sales.

What Snowetic Measure promises.

The measurement provided to advertising is checked, deviations are fixed and the measurement is monitored continuously.

When the measurement changes, Snowetic shows the change. When a release breaks something that previously worked, Snowetic restores it. When a visitor declines, the refusal takes effect technically as well, and its effect is shown as a number.

Snowetic does not promise that the numbers in your ad accounts or analytics will show the same as your store's real sales. Purchases by visitors who declined are not recorded, and some of the events from visitors who accepted are also lost to browser blocking. The difference is an expected and monitored number, not an error, and Snowetic shows it. Snowetic's job is to make the difference visible and to distinguish the expected difference from a measurement error. Snowetic Measure does not promise an increase in conversion volume or ROAS, does not change bidding strategies, budgets or campaign goals, and does not issue a compliance certificate. It takes care of the data on which Google Ads, Meta, GA4 and other systems base their decisions.

Processing in the EU, subprocessors named, data processing agreement included in the subscription. Every change leaves a log entry that can be shown to the data protection officer.

When advertising optimizes automatically, measurement cannot remain an assumption.

Snowetic Measure is software delivered as a subscription for building, verifying and continuously maintaining advertising measurement. Tell us about your advertising and your online store. Based on that, we define the Snowetic setup that keeps the data behind your own advertising in working order, and we prepare a quote. For a quote request, the site address, the e-commerce platform, the advertising channels you use and a description of your current measurement environment are enough.

Request a quote

Questions and answers

What does Snowetic Measure do when a visitor declines cookies?
A purchase by a visitor who declined is not recorded in any advertising channel or in analytics. Snowetic verifies from real network traffic that nothing is sent after refusal that is not allowed to be sent, and shows the effect of refusal on measurement as a number.
Is the measurement built in our own Google Tag Manager?
Yes. Browser-side measurement is built in your own Google Tag Manager, and server-side transmissions go through a server maintained by Snowetic in the EU. You can see the permissions of Snowetic's service account yourself and can remove them at any time.
What permissions does Snowetic need?
Publish permission for the Google Tag Manager container, authorization for the ad accounts and analytics, and API credentials for the store system so that purchases can also be read from the store side.
What do we see during the first week?
The first inspection report is produced before any changes and shows what your site sends in both cookie states, which measurement sources overlap and which account settings deviate. After publishing, the measurement is verified immediately, the next day and a week later, and reporting compares the situation to the baseline.
Do Google Ads, Meta, GA4 and the online store show the same number of purchases?
No, and they are not always supposed to show exactly the same number. Attribution, measurement windows, modeling and visitor consent affect the numbers in different ways. Snowetic makes the difference visible and distinguishes the expected difference from a measurement error, and Snowetic Report compares the numbers with your store's actual sales.
Does Snowetic Measure work if the site has no online store?
Yes. On a lead generation site, the measured events are form, call and booking events, and the reference point is the leads recorded by your form system or CRM. Leads from visitors who declined are not recorded in the advertising channels, so the ad account numbers do not show the same as your CRM, and the difference is a monitored number.