Not too long ago, Google announced a new consent mode for Google tags. It allows you to build a mechanism where Google’s tags parse, react, and respond to the consent status of your store visitors.

In short, consent mode is a feature, which lets you determine whether or not Google’s advertising tags (Ads and Floodlight) and analytics tags (Universal Analytics, App + Web) can utilize browser storage when sending pings to Google’s servers.

Google Tag Manager (GTM) is a tool that allows you to manage and deploy tags (snippets of code or tracking pixels) on your website without having to modify your site code.

In this article you will learn:

  1. How it works

  2. Activation of consent

  3. Testing Google Consent Mode

How it works

Consent mode has two variants. There are the default settings the page will use while waiting for the user’s consent status to be resolved. Then there are the updated settings that are sent as soon as consent has been resolved.

Our application makes all the appropriate preparation in order for this to work properly. The only requirement from our application side is to enable the Google Consent Mode integration.

Activation of consent

First, you will need to enable consent overview which can be found in Container Settings.

Testing Google Consent Mode

To find out whether data is being transferred to Google correctly, open the collect request in the Network tab of the Chrome Dev Tools. There you will find the parameter gcs = G1XX sent with all Google hits (Analytics, Ads, or Floodlight). G1 is always identical. This is followed by 2 digits: 1 stands for approval and 0 for rejection.

Google Consent Mode Parameter

Description

G100

ad_storage = denied; analytics_storage = denied = No consent, neither for marketing nor for statistics cookies

G101

ad_storage = denied; analytics_storage = granted = consent to statistical, but not to marketing cookies

G110

ad_storage = granted; analytics_storage = denied = consent to marketing, but not to statistics cookies

G111

ad_storage = granted; analytics_storage = granted = consent to both marketing and statistics cookies

Please use incognito mode on your browser to verify that ex. Google Ads isn’t setting cookies when consent isn’t granted, but at the same time, data are being sent with the correct value in the gcs-parameter.

Give consent, and verify that Tags are triggered correctly, and cookies from the respective Tags are being set. To verify Tags with built-in consent, you will have to check the Network Tab in your Browser Console.

If everything seems correct in GTM Preview Mode, you have now completed the setup.

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