Does the GA event first_open even trigger without tracking consent?

Question

As the title suggests, I am wondering whether consent is required for the standard even, First_open in GA4 app analytics can be triggered even though consent has not been accepted (yet). I am asking because the first_open event is significantly lower than the amount of downloads. Does this mean that the app is never opened or that users simply deny tracking consent?

Thank you in advance.

Answer 1

It can be both. Per Google's documentation on first_open, a iOS user must opt-in to tracking in order for the event to fire properly. I am not sure iOS users can opt-in to tracking for specific apps. My understanding it was an all or nothing type of decision based on the device.

That being said, you are correct that there is a possibility that people are just downloading and not opening but I suspect this is less likely if your download numbers are significantly higher than your first_open.

Answer 2

I will split your question to two areas.

1. Difference between downloads and first_open.

This could be normal state. I mean that it depends on your industry. Another ratio between downloads and first opens would be for banking or gaming sector.

2. Measure user activities without consent

Google Analytics 4 offers "Google Consent Mode", which allow you collect anonymised data from users. If you implement Google Consent Mode, first_open will be collected even though user didn't give you a consent.

Also you should investigate, what happens if user doesn't give you consent what you are doing with Firebase SDK. Is it being turned on or off?

And one more thing. What kind of consent you are talking about? Basically there are two types of consent:

1. "Cookie" Consent which aims to 3rd party identifiters (Google Consent Mode would help here). Cookies are not present in mobile apps, but this is the best naming for such consent.
2. IDFA Consent, for iOS - Apple Tracking Transparency and for Android - Google Privacy Sandbox. This consent is different to "Cookie" consent and asking for another identifier.