Cookie acceptance statistics

You can see how 75% of users accept cookies vs. 25% who do not accept cookies in the following image. What we are saying is that according to interviews and clients, they have average percentages that range between 20% and 30% of users who do not accept cookies.

On the other hand, we find extreme cases of digital businesses where 80% do NOT accept cookies, incredible!

The even more important problem is that 75% accept cookies. According to our customer analysis, especially in the eCommerce sector, 50% of users who accept cookies accept them after the 2nd-page view! This causes Google Analytics to classify this traffic as Direct because it doesn’t know the user’s referrer.


Accept Cookies (75%) Do not accept cookies
50% 50% 25%
Accept cookies on the 1st page viewed.Only 37.5% of the measured traffic is “real”, but it is adulterated by the Direct traffic fake Accept cookies on the 2nd page viewed.All this traffic is classified by GA as Direct traffic.All pages prior to acceptance are lost. Percentage that will increase due to evangelization.Tracking difficulties from iOS14

75% of users who accept cookies are an approximate. It is estimated that 30% of the population has an adblocker installed.


On the other hand, every month the percentage of users who don’t accept cookies increases.

Users who accept cookies from the 2nd page viewed cause traffic increases in Direct source.

Here we have a traffic image that we have been able to segment with other web cookie-based analytics.

Users who have accepted cookies from the 2nd page viewed after implementing the cookie consent fixed footer:

Google Analytics is wrongly classifying these clicks as Direct traffic.