Google Consent Mode

Google Consent Mode

What is Google Consent Mode?


Google Consent Mode is a mechanism that bridges the gap between user privacy and data collection. It allows websites to adjust the behavior of Google tags (such as Analytics and Ads) based on the consent level granted by users. Unlike a standalone consent banner, Consent Mode dynamically adapts tag behavior according to user preferences.


At its core, Google Consent Mode is designed to work seamlessly with Consent Management Platforms (CMPs) or directly on websites. It enables website owners to adjust how Google tags behave based on the user’s consent preferences. These tags include Google Analytics, Google Ads, and other Google products that rely on cookies to track user interactions.



How Does Google Consent Mode Work?


When a user visits a website that utilizes Google Consent Mode, they are prompted to provide consent for the website to store and access cookies or other tracking technologies. This consent request can be presented through various means, such as a consent banner or pop-up dialogue box, depending on the website’s implementation.

Once the user makes a consent choice—whether to allow or deny tracking—Google Consent Mode dynamically adjusts the behavior of Google tags accordingly. If the user grants consent, Google tags will operate normally, collecting data for analytics and advertising purposes. However, if the user denies consent, Google tags will limit the data collected to ensure compliance with the user’s preferences.

Google Consent Mode plays a crucial role in maintaining transparency and accountability in data collection practices. By giving users more control over their data and ensuring that their consent choices are respected, it helps build trust between websites and their visitors.



Comply with regulations thanks to our CMP



Features of Google Consent Mode


  • Flexible Consent Management:


One of the primary features of Google Consent Mode is its flexibility in managing user consent preferences. Website owners can configure Consent Mode to adapt the behavior of Google tags and analytics cookies based on the consent status of individual users. This ensures compliance with privacy regulations while still enabling data collection for analytics and advertising purposes.


  • Dynamic Tag Behavior:


With Consent Mode enabled, Google tags, such as Google Analytics and Google Ads conversion tracking, dynamically adjust their behavior based on the user’s consent preferences. This means that tags will only fire when consent has been obtained, helping to ensure that data collection is conducted in a privacy-compliant manner.


  • Integration with Consent Management Platforms (CMPs):


Google Consent Mode seamlessly integrates with Consent Management Platforms (CMPs) like the one offered by seifti, allowing website owners to leverage existing consent mechanisms for collecting user consent. This simplifies the implementation process and ensures that businesses can easily adhere to privacy regulations without disrupting the user experience.


  • Granular Consent Controls:


Consent Mode provides granular controls for managing user consent preferences, allowing website owners to customize the consent experience based on their specific requirements. This includes options to adjust the scope of data collection and processing based on the user’s consent status, providing greater flexibility and transparency.


  • Enhanced Privacy Compliance:


By enabling website owners to customize the behavior of Google tags based on user consent preferences, Consent Mode helps businesses enhance their privacy compliance efforts. By ensuring that data collection and processing activities are aligned with user consent preferences, businesses can mitigate the risk of non-compliance with privacy regulations.



Google Consent Mode Version 2


Law and that legislation on user privacy is constantly developing, because of that Google has had to take certain measures in Chrome:


  • Mobile device identifiers will no longer be available.


  • Third-party cookies are set to phase out by march 2024.


To continue monitoring user behavior and website performance, it’s essential to adopt Google Consent Mode V2. Some companies have not yet applied it , but it’s crucial to understand that the new version of consent mode will be mandatory for using Google advertising products. Failure to apply this configuration on our website will restrict us from conducting display or remarketing activities.



Comparison between Google Consent Mode and Version 2


The main difference between consent mode and consent mode V2 is that two new additional consent states will be added:


ad_user_data: It will be used for users to indicate whether they want to send their data to Google for advertising purposes.


ad_personalization: Indicates whether users want the data to be used for ad personalization such as remarketing.



Benefits of Using Google Consent Mode


Compliance with Privacy Regulations: By implementing Google Consent Mode, businesses can ensure compliance with data privacy regulations such as GDPR and CCPA. This helps in maintaining transparency and accountability regarding user data collection and processing activities.


Enhanced User Trust: Respecting user consent preferences fosters trust and transparency. By giving users control over their data and privacy settings, businesses can strengthen their relationship with their audience and build a positive brand image.


Seamless Integration: Google Consent Mode seamlessly integrates with existing consent management platforms (CMPs) and cookie consent banners. This simplifies the implementation process for website owners, ensuring a smooth user experience while adhering to privacy regulations.


Continued Data Insights: Despite restrictions on data collection imposed by user consent preferences, Google Consent Mode allows businesses to gather valuable insights for analytics and advertising purposes. By dynamically adjusting tag behavior, businesses can still derive actionable data insights while respecting user privacy.


Access to Google Advertising Products: Implementing Google Consent Mode is essential for accessing Google advertising products. Without it, businesses may be restricted from using display or remarketing features, limiting their advertising capabilities and potential reach.



How to Implement Google Consent Mode


Review Privacy Regulations: Familiarize yourself with relevant data privacy regulations such as GDPR or CCPA to understand your obligations regarding user consent and data processing.


Access Google Tag Manager: Log in to your Google Tag Manager account or create one if you haven’t already. Google Tag Manager is the platform through which you’ll implement Google Consent Mode.


Enable Consent Mode: Within Google Tag Manager, navigate to the container where you want to implement Consent Mode. Go to “Tags” and click on “New” to create a new tag. Select “Google Analytics: GA4 Configuration” as the tag type.


Configure Consent Mode Settings: In the tag configuration settings, you’ll find an option to enable Consent Mode. Toggle this option to “True” to activate Consent Mode.


Integrate with Consent Management Platform (CMP): If you’re using a Consent Management Platform (CMP) or cookie consent banner on your website, ensure that it’s configured to communicate with Google Consent Mode. This typically involves adding the appropriate code snippet provided by Google to your CMP setup.  You can do it easily with Seifti.


Test and Publish: Before publishing the changes to your live website, thoroughly test the implementation to ensure that Consent Mode is functioning correctly. You can use Google Tag Manager’s preview mode to test tags and triggers.


Publish Changes: Once you’re satisfied with the implementation and testing, publish the changes in Google Tag Manager to make them live on your website.


Monitor and Maintain: Regularly monitor the performance of Consent Mode and ensure that it remains compliant with any updates to privacy regulations or changes in your website’s setup. Make adjustments as needed to maintain compliance and optimize user experience.



Comply with regulations thanks to our CMP



Would you like collect and manage consents on all your websites in an easy and compliant way using? 


Track your consent records accurately and effortlessly with seifti to comply with GDPR requirements.


With our cookie manager, you can ensure that all visitors to your website set up their own consent and manage their preferences through seifti’s consent solution.


Don’t wait and meet legal requirements through our cookie compliance software!


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