What is a cookie and what does it do?
Cookies are files that are sent by web servers to web browsers and can be used by web servers to identify and track users as they navigate different pages on a website, and to identify users returning to a website. For more information about cookies and how we use them visit: nature.com/info/cookies
What has changed with cookie consent management?
From 2021, only those cookies which can be demonstrated to be ‘strictly necessary’ for the delivery of a website service are allowed — unless the user gives their express consent. We can only use cookies for the operation of advertising, analytics and reporting tools, such as Google Analytics, if the user expresses consent.
When did you make the change to your cookie consent management?
We have been updating our websites to respond to changes in legislation regarding cookie consent since January 2021. A global cookie consent banner was added to Springer Nature websites November 2025 to meet worldwide privacy regulations.
Why did you make this change to your cookie consent management?
EU cookie consent requires websites to obtain active, informed, and unambiguous consent from users before setting any non-essential cookies, enforced by the ePrivacy Directive (ePD) and GDPR. Users must be able to reject cookies, withdraw consent easily, and be informed about the specific purpose of each cookie.
California cookie consent, regulated by the CCPA and amended by the CPRA, does not require a GDPR-style opt-in, but mandates a “Do Not Sell or Share My Personal Information” link, a “Notice at Collection,” and compliance with Global Privacy Control (GPC) signals. It allows users to opt-out of non-essential, targeted advertising cookies.
Find out more about the General Data Protection Regulation at: https://ec.europa.eu/info/law/law-topic/data-protection/eu-data-protection-rules_en
Find out more about the California Consumer Privacy Act at:
https://oag.ca.gov/privacy/ccpa
What is the impact of this change on my content marketing campaign?
Now that website users have to actively opt-in for cookies, we are seeing that some are choosing not to opt-in. These users can still engage with content on the site without giving consent, however that activity will not be measured by Google Analytics.
Analysing the click data from marketing activities used to drive traffic, such as social media advertising, native ads and email, we are maintaining levels of engagement which suggests that users are still visiting the content. However, as we now cannot track all traffic this means there is the possibility that your report will show lower traffic rates than previously experienced, as some of the traffic data is essentially hidden. We have introduced a new metrics called Calculated Page Views to ensure you have visibility of the total reach of your article.
Does it affect all traffic from different marketing channels in the same way?
Not necessarily, when we retarget audiences (those who have previously visited our websites), the impact is less significant compared to when we target new audiences. Because retargeted audiences have a prior relationship with our websites, these users are typically more likely to opt-in for cookies, or have already opted in for them on a previous visit, than new users.
The cookie consent change could also affect traffic that you as a client drive to your content hosted on our websites, as it could consist of a higher proportion of new users to our websites, of which those users are more likely to opt-out of cookies.
Why does my performance report now mention Calculated pageviews?
Calculated pageviews include user activity that is hidden due to the change in cookie consent. Calculations are based on historical traffic and engagement metrics for Nature Custom Media created content and targeted social campaigns.
What is the difference between calculated pageviews and tracked views on my performance report
Calculated pageviews are the total pageviews that include the calculation of hidden traffic. Tracked views are the pageviews that we are able to track via Google Analytics.
What does calculated page views represent?
Calculated page views are worked out by combining the total number of users that accepted cookies with the total number of users that rejected cookies from marketing channels.
Is there anything else I need to be aware of with my report?
The engagement metrics on your performance report, such as average time on site and completion rate, are based on tracked views only. As the traffic that we can track is that of users who have opted-in, possibly due to previously visiting our websites, we are seeing an increase in the engagement metrics, such as completion rate and time on page. It is possible that the engagement rates of those who have opted out of cookie consent could be lower but as this traffic is hidden we can’t currently monitor it.
