MarfeelPass consent and conversion insights
MarfeelPass provides behavioral insights into how users interact with your consent notice, including conversion events, acceptance rates, and payment completion. These data points help you understand CMP performance and optimize your consent strategy.
Conversions
Section titled “Conversions”MarfeelPass tracks five conversion events that map the full user journey from notice display to payment completion:
- Show MarfeelPass no code button:
marfeelPassRejectNoCodeButtonShown - Show MarfeelPass notice:
marfeelPassNoticeShown - Clicks on Accept:
marfeelPassConsentAccepted - Clicks on Pay:
marfeelPassStartsConsentRejectionPayment - Completes Payment:
marfeelPassCompletesConsentRejectionPayment
These conversions are also saved as a session variable, so you can analyze the acceptance rate of any MarfeelPass experience. You can do so in Explore, resulting in a table such as this one:
In this example, 55.8% is the acceptance rate. You can further group by or filter any relevant dimension to analyze acceptance rate under different conditions.
Consent Choice
Section titled “Consent Choice”The Consent Choice dimension captures each user’s current CMP status, sent with every hit. This dimension is available with an Enterprise account or with MarfeelPass enabled. Possible values are:
- 0: Rejected: The user has rejected the consent
- 1: Accepted: The user has accepted the consent
- 2: No Choice: The user has been presented with the CMP notice but has not accepted or rejected
- 3: No CMP: Not eligible for CMP
Consent Choice segments current users by their consent status regardless of when consent was set. It does not provide an acceptance rate on its own.
Loyalty Funnel
Section titled “Loyalty Funnel”Consent and the Loyalty Funnel are closely connected:
- New and Won-Back users will frequently be in a situation where consent must be collected.
- Users who do not accept the CMP notice will become Private.
By analyzing acceptance rate grouping your users by their Loyalty Funnel you can better understand their behavior across loyalty segments.
Funnels
Section titled “Funnels”Marfeel’s Funnel visualization lets you analyze chained events to see how users advance through each step toward your desired outcome. For example:
- CMP is shown.
- User clicks on reject.
- User completes payment.
You can also see how many users accept the consent after having clicked on reject and gone back.
Why do I still see Private sessions when activating MarfeelPass?
Section titled “Why do I still see Private sessions when activating MarfeelPass?”Users who do not accept the CMP notice become Private. New and Won-Back users frequently need consent collected, so until they accept, their sessions remain private. Analyzing acceptance rate by Loyalty Funnel segment helps identify which user groups contribute most to private sessions.
How can I evaluate the impact of MarfeelPass after activation?
Section titled “How can I evaluate the impact of MarfeelPass after activation?”Compare conversion event rates before and after activation using the session variables listed in the Conversions section. Group by Consent Choice to see shifts in accepted versus rejected users, and use the Funnel visualization to track how the full payment flow changes over time.
What conversion events does MarfeelPass track?
MarfeelPass tracks five conversion events: marfeelPassRejectNoCodeButtonShown (no code button displayed), marfeelPassNoticeShown (notice displayed), marfeelPassConsentAccepted (user accepts), marfeelPassStartsConsentRejectionPayment (user clicks pay), and marfeelPassCompletesConsentRejectionPayment (payment completed). These events are also saved as session variables for acceptance rate analysis.
What are the Consent Choice dimension values?
The Consent Choice dimension has four values: 0 (Rejected), 1 (Accepted), 2 (No Choice, meaning the CMP notice was shown but no action taken), and 3 (No CMP, meaning the user is not eligible). This dimension is available with an Enterprise account or MarfeelPass enabled.
Why do I still see Private sessions when activating MarfeelPass?
Users who do not accept the CMP notice become Private. New and Won-Back users frequently need consent collected, so until they accept, their sessions remain private. Analyzing acceptance rate by Loyalty Funnel segment helps identify which user groups contribute most to private sessions.