In this episode of the Standard Deviation Podcast, Simo and I are talking AGAIN, about GA4 consent mode. This feature, while technically impressive, brings constant challenges for all analysts, complicating our practices significantly. We also explore the critical implications of EU data consent regulations, emphasizing the risks involved in collecting data without explicit user consent and the misleading nature of "anonymous" pings used for data modeling. Also ID-Bridging?? WTF is that?! Luckily we stop our ranting to chat with our amazing guest, Els Aerts, a seasoned expert in user research, about the common misconceptions around 'best practices' in Experimentation. OK, we will rant with her too :D If you enjoyed this episode don't forget to subscribe and share it with your friends!