Articles on: Integrations

How does Google Consent Mode work?

Google Consent Mode enables stores to adjust the behavior of their Google tags and scripts based on their users’ consent status. Tags are loaded on the pages before the consent dialog appears, so tag behavior will adjust dynamically depending on users’ cookie consent choices. Measurement tools will only be employed for specifically determining purposes if the user has given consent.

Users’ consent status is collected by our application and then Google Consent Mode transmits it to Google for further processing. No personal data is sent to Google, only information regarding your store user’s consent choices, e.g. allowing the use of particular targeting cookies. Users’ privacy preferences are maintained at every step, and companies maintain the ability to make data-driven decisions.

Google Consent Mode makes use of two new tags (adstorage_ and analyticsstorage_) to control the behavior of Google tags and cookies.

When consent is given, the associated tags will function normally, and you can make use of Google Ads and Google Analytics cookies for measurement and retargeting (business as usual).

If the user does not consent, Consent Mode uses pings to communicate that events have happened.

Events that pings are used for are:

Consent status: Pings are sent from each page a user visits (this also includes whether consent given by the user has been changed) for each cookie category.
Conversions: If a conversion happens, pings are sent to inform that this has taken place.
Google Analytics: Pings are sent on the pages where Google Analytics has been implemented – any visits and events get logged.

Source: Measure conversions while respecting user consent choices by Google

When a user clicks on a digital ad the cases are two:

The user provides consent: In this case, Google receives a consent ping with gclid, dclid, cookie ID google ID.
User does not provide consent: In this case, an unconsented ping is sent to Google. No ad click identifier is sent unless URL passthrough is enabled in the integration.

As a result, by using the Google Consent Mode integration with our application on your Shopify store, you can recover more than 70% of ad-click-to-conversion journeys lost due to user cookie consent choices.

Check out more about our integrations here.

Updated on: 28/02/2024

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