Consent Mode and Google tags

About Consent Mode and user’s cookies

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Home » News » Consent Mode and Google tags

About Consent Mode and user's cookies

This article is for Google tag users that send data to Google and want to send consent signals.

Consent mode lets you communicate your users’ cookie or app identifier consent status to Google. Tags adjust their behavior and respect users’ choices.

Consent mode does not provide a consent banner or widget. Rather, consent mode interacts with your banner to obtain visitor consent. Learn more in Manage user consent.

Consent mode receives your users’ consent choices from your cookie banner or widget and dynamically adapts the behavior of Analytics, Ads, and third-party tags that create or read cookies.

How consent mode works

Note: Google is committed to protecting the confidentiality and security of your data. We’ll keep your data confidential and secure using the same industry-leading standards we use to protect our own users’ data. We only report aggregated conversions. You can read more about how we use your consent mode data.

When you enable consent mode, Google measurement products ensure that a visitor’s consent mode state is preserved across the pages they visit.

You can implement consent mode on your website or app in either of two ways: basic or advanced.

Basic consent mode

When you implement consent mode in its basic version, you prevent Google tags from loading until a user interacts with a consent banner. This setup transmits no data to Google prior to user interaction with the consent banner. When the user grants consent, Google tags load and execute the consent mode APIs. The tags send the consent states to Google in the following order:

  1. Send default consent states.
  2. Send updated consent states.

However, when the user doesn’t consent, no data is transferred to Google at all – not even the consent status. Google tags are completely blocked from firing. Consent mode’s conversion modeling in Ads is then based on a general model.

Advanced consent mode

When you implement consent mode in its advanced version, Google tags load when a user opens the website or app. The tags load the consent mode API and do the following:

  1. Set default consent states. By default, consent will be denied, unless you set your own defaults.
    While consent is denied, the Google tags send cookieless pings.
  2. Wait for user interaction with the banner and update consent states.
    Only when a user grants consent to data collection, Google tags send the full measurement data. Learn more about tag behavior.

This implementation enables improved modeling compared to the Basic one as it provides an advertiser-specific model as opposed to a general model.

Source and more information here.