UK cookie law changed this year, and it quietly handed SEO, analytics and testing teams a legal way to measure without the consent banner in the way.

Nearly everyone still blocks their analytics and testing tools behind a consent choice they don't legally need, losing data on every visitor who says no. Others have misread the changes altogether, putting themselves at risk of the ICO's fines of up to £17.5 million.

Gavin walks you through the changes in practical terms, covering what actually qualifies, what doesn't, and a framework for recovering nearly 100% of your traffic visibility.