When working with GA4 and BigQuery, one of the most misunderstood topics is: “What actually happens to _ga, user_pseudo_id, and session IDs when a user accepts or denies cookie consent?” The answer is critical because consent decisions directly affect: This guide explains exactly how GA4 identifiers behave under consent accepted vs consent denied scenarios. GA4 … Continue reading What Happens to GA4 IDs When User Consent Is Accepted vs Denied? (BigQuery Explained)