The problem
A mental-health telehealth platform was losing measurable conversions to the consent-strip — users opting out of analytics cookies were converting in volume but vanishing from the acquisition reports. The marketing team was making allocation decisions on data they could see was incomplete.
The constraint
Most DTC analytics stacks were built for e-com — they assume product-purchase intent and a transactional funnel. Mental-health telehealth doesn't behave that way: longer cycle, consent-strip far heavier, allocation decisions made on incomplete data because the cookie-consent rate is structurally low. Server-side tracking and OAIC-tuned consent management recover the visibility — clinical signals stay outside the browser, allocation moves off spreadsheets onto live data.
The approach
We instrumented GA4 with a server-side event model via GTM, with consent management aligned to OAIC defaults. The funnel reporting was rebuilt around structural metrics — bookings, qualified consults, prescriber capacity — and surfaced to the marketing team in plain figures.
The outcome
Measured conversions up 18% as previously-stripped events were recovered through server-side. The new dashboard now reports across four acquisition channels with a single consent model, and allocation decisions have moved off spreadsheets onto the live model.