Consent rate is the percentage of website visitors who have given consent to the use of cookies. It is a key metric for evaluating the effectiveness of the cookie banner.
What is consent rate?
Consent rate is calculated as the ratio of users who clicked "Accept" (or consented to a specific cookie category) to the total number of visitors to whom the cookie banner was displayed.
Typical consent rate values
- 70-90% – Typical range for "Accept all"
- 40-60% – For analytics cookies
- 20-40% – For marketing cookies
- 5-15% – Active rejection rate
What affects consent rate?
- Cookie banner design – Clarity, colours, button placement
- Text and language – Readability, length
- Timing – Immediate display vs. after scrolling
- Website type – E-commerce vs. informational
- Target audience – Technically proficient vs. general users
- Geography – Varying rates across countries
Ethical ways to increase consent rate
- Clear and concise text
- Explaining the benefits (better content, personalisation)
- Trustworthy design
- Fast loading of the cookie banner
Warning about dark patterns
A high consent rate achieved through manipulative design (hidden rejection, asymmetric buttons) is not lawful and may lead to fines. Moreover, the consent obtained may not be legally valid.