Consent rate vs Opt-in rate

Access Type: Analytics - Viewer

While consent rate and opt-in rate both measure end-users who opt-into at least one vendor and purpose for a given a consent notice, they are categorically different.

Opt-in rate

Measures the percentage of end-users who have given consent (opt-in) over the number of times the consent notice was displayed to collect consent (consents asked). Unlike consent rate, the opt-in rate also takes into account end-users who did not response (no choice) to the consent notice.

That is, when the end-user was presented with a consent notice where they could opt-in, opt-out, or make no choice, what percentage chose to opt-in.

Consent rate

Measures the percentage of end-users who have given consent (opt-in) over all the users that have replied with a choice (opt-in or opt-out) to the consent notice.

That is, when an end-user made a choice, what percentage of those choices were opt-ins.