Skip to main content

Analytics & cookie consent

Audience: admins · Scope: the tracking tags and the cookie-consent banner · Last reviewed: 2026-07-12

What this does — Explains, at a high level, how the site's analytics/marketing tags and its cookie consent banner work, so you understand what visitors see and where the tracking is configured. This is set-up-once territory — you'll rarely change it.

How it fits together​

  • The consent banner (Cookiebot). First-time visitors see a cookie banner where they allow or decline categories: Necessary, Preferences, Statistics, and Marketing. Their choice is remembered.
  • The tags load through Google Tag Manager (GTM). The analytics and advertising tags — Google Analytics (GA4), the Meta (Facebook) Pixel, and Pinterest — are delivered by GTM, plus Microsoft Clarity.
  • Consent gates everything. A tag only actually runs if the visitor allowed its category — for example the advertising pixels need Marketing consent, and the usage analytics need Statistics consent. Decline, and nothing fires.

Where it's configured​

The tracking configuration — including the Tag Manager snippet — lives under Custom Settings → Website User Tracking (see The Custom Settings screen). The consent banner is managed in the Cookiebot account.

Good to know​

  • Consent comes first. If analytics numbers look low, remember that visitors who decline Statistics/Marketing aren't tracked — that's by design (and required for privacy compliance).
  • Don't remove the banner or the GTM setup to "fix" tracking — that would break both the analytics and the site's consent compliance.
  • Changing tags/IDs is specialist. Adding or changing a tracking tag usually happens in GTM and/or the Website User Tracking settings — do it with your Beta-Calco contact.

Screens and labels can differ slightly between environments — if a label doesn't match what you see, check with your Beta-Calco contact.

For developers → docs/features/tracking.md.