Enabling State-Level
Cookie Compliance
and ROI Growth for Doodle
Doodle is a global scheduling platform trusted by over 70 million users worldwide.
As its U.S. user base grew, Doodle needed to ensure compliance with evolving U.S. state-level privacy laws including California (CCPA/CPRA), Virginia (VCDPA), Colorado (CPA), and Connecticut (CTDPA) - without disrupting the platform's user experience or marketing analytics.
The Challenge
Doodle's existing cookie management setup was global in scope but lacked regional granularity. This led to:
Premature Firing
Cookies firing before consent on certain subdomains.
UX Inconsistency
Inconsistent user experiences across U.S. states.
Resource Drain
Manual oversight by internal legal and development teams, costing 8-10 hours monthly.
Blindspots
Limited analytics visibility due to blanket cookie blocking in high-traffic states like California
Doodle needed a solution that balanced legal precision, technical automation, and ROI recovery from lost analytics data
Our Approach
Kew Data Consultants worked with Doodle to implement One Trust Consent Management Platform (CMP) with full U.S. state-level compliance logic Integrated across their digital ecosystem
Compliance Assessment and Mapping
- We began with a comprehensive compliance audit covering CCPA/CPRA, VCDPA, CPA, and CTDPA cookie and opt-out obligations.
- Cross-domain tag consistency across multiple environments (app.doodle.com, doodle.com/us, doodle.com/global)
- Correct display and linkage of "Do Not Sell or Share My Information" options
- Identified 31 non-compliant behaviours and prioritised them into an action roadmap
OneTrust CMP Reconfiguration
- We restructured Doodle's OneTrust CMP for dynamic state recognition and tag-level control, including Integration with Google Tag Manager (GTM) for consent-based tag firing.
- Implementation of One Trust geolocation API and OptanonWrapper events for precise consent synchronisation
- Automated banner translations and accessibility alignment (WCAG 2.1)
- Reduced manual compliance checks from 10 hours to under 2 hours per month.
- Achieved 100% state-specific consent variation coverage across US audiences
ROI And Data Utilisation
Recovery
After One Trust optimisation, Doodle's analytics and marketing data collection were carefully aligned with user consent patterns. We implemented metrics tracking through One Trust's reporting dashboard and GA4 integration.
Key Outcomes:
- 7% increase in consent opt-in rates due to banner redesign and better placement.
- $22,000/month in restored analytics and campaign attribution value
- £9,000/year saved in internal legal and engineering overhead.
The Result
Client Feedback
"The team at Kew Data Consultants didn't just make us compliant they made the entire process measurable. Their OneTrust expertise gave us visibility automation, and ROI recovery we didn't think was possible"
— Senior Compliance Manager, Doodle
Conclusion
With Kew Data Consultants support, Doodle transitioned from a static, global cookie framework to a dynamic, state-specific compliance ecosystem powered by OneTrust.
The main takeaways
- Full legal alignment with major US privacy laws.
- Optimised user consent experience leading to higher opt-ins
- Reduced manual effort for compliance management
Outcome
- Compliance became a measurable business advantage
- Quantifiable ROI improvement through restored analytics visibility
