{"id":34947,"date":"2025-01-18T14:59:06","date_gmt":"2025-01-18T14:59:06","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/gtmtips-automatic-page-view-hits-in-sgtm-after-consent-granted\/"},"modified":"2025-01-18T14:59:06","modified_gmt":"2025-01-18T14:59:06","slug":"gtmtips-automatic-page-view-hits-in-sgtm-after-consent-granted","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=34947","title":{"rendered":"#GTMTips: Automatic Page View Hits In SGTM After Consent Granted"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<p>If you\u2019re using <a href=\"https:\/\/developers.google.com\/tag-platform\/tag-manager\/server-side\">server-side Google Tag Manager<\/a>, <a href=\"https:\/\/www.simoahava.com\/analytics\/consent-mode-v2-google-tags\/\">Google (Advanced) Consent Mode<\/a> and you\u2019re collecting hits to Google Analytics 4, you might have noticed something odd happening when switching consent to <code>granted<\/code> state.<\/p>\n<p>It looks as if your <code>page_view<\/code> hits as well as any other hits marked as \u201cConversions\u201d (or <a href=\"https:\/\/support.google.com\/analytics\/answer\/13965727\">key events<\/a> now, I guess) are <strong>automatically redispatched<\/strong> to the server-side Google Tag Manager endpoint when consent is granted!<\/p>\n<p>This sounds incredibly useful. You no longer need to reconfigure the dispatch of important events after consent is granted.<\/p>\n<p>However, there\u2019s a catch. A pretty significant one. <strong>These events can\u2019t actually be used for GA4 data collection at all<\/strong>. They can\u2019t be used to activate Google Analytics 4 tags in the server-side Google Tag Manager container.<\/p>\n<p>So why are they dispatched again in the first place if they can\u2019t be used for GA4? Can you prevent this behavior? And how does this fit in with how <a href=\"https:\/\/www.simoahava.com\/gtmtips\/consent-granted-reprocesses-previously-denied-hits\/\">GA4 automatically reprocesses hits<\/a> after consent is granted?<\/p>\n<p>Read on for the answers!<\/p>\n<p>                <span class=\"simmer\"><br \/>\n  <span class=\"close\">X<\/span><\/p>\n<p>\n    <span class=\"fa fa-md fa-bell\"\/><br \/>\n    <strong>The Simmer Newsletter<\/strong>\n  <\/p>\n<p>\n    Subscribe to the <a href=\"https:\/\/www.simoahava.com\/newsletter\/\">Simmer newsletter<\/a> to get the latest news and content from Simo Ahava into your email inbox!\n  <\/p>\n<p>  <\/span><\/p>\n<div style=\"aspect-ratio: 960 \/ 540;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2024\/04\/automatic-page-view-hits-sgtm-consent-granted.jpg\" title=\"Automatic page view conversion event dispatch to server-side GTM after consent is granted\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"540\" width=\"960\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2024\/04\/automatic-page-view-hits-sgtm-consent-granted.jpg#ZgotmplZ\" alt=\"Automatic page view conversion event dispatch to server-side GTM after consent is granted\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>If you are running <strong>Advanced Consent Mode<\/strong> and collecting the <code>page_view<\/code> and key events when consent is <strong>denied<\/strong>, then Google Tag will automatically send these events again to the server-side Google Tag Manager endpoint when consent is <strong>granted<\/strong> for <code>ad_storage<\/code>.<\/p>\n<blockquote>\n<p>This <strong>only<\/strong> applies when collecting data with the Google Tag to a server-side Google Tag Manager endpoint, and only when consent is granted specifically for <code>ad_storage<\/code>.<\/p>\n<\/blockquote>\n<p>You\u2019ll see these events appear in server-side Google Tag Manager Preview Mode, but any <strong>GA4 tags<\/strong> that should have fired with the incoming request are inexplicably blocked from firing, without any indication why this is so.<\/p>\n<div style=\"aspect-ratio: 1664 \/ 1506;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2024\/04\/ga4-tags-blocked.jpg\" title=\"GA4 tags blocked\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"1506\" width=\"1664\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2024\/04\/ga4-tags-blocked.jpg#ZgotmplZ\" alt=\"GA4 tags blocked\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p><strong>Google does this to mimic how Google Ads (and related) tags work client-side.<\/strong><\/p>\n<p>One of the key use cases for server-side Google Tag Manager is to remove redundant tagging from the client-side environment and move it to a server-side context. A popular manifestation of this is moving <a href=\"https:\/\/developers.google.com\/tag-platform\/tag-manager\/server-side\/ads-setup\">Google Ads conversion tracking<\/a> and <a href=\"https:\/\/developers.google.com\/tag-platform\/tag-manager\/server-side\/ads-remarketing-setup\">remarketing to server-side Google Tag Manager<\/a> and using Google Analytics 4 as the data stream that triggers the ads flows.<\/p>\n<p>However, <strong>Google Ads\u2019<\/strong> client-side tags have a built-in mechanism to automatically redispatch any hits (that were originally collected when consent was <strong>denied<\/strong>) as soon as consent is granted for <code>ad_storage<\/code>. This is likely because Ads doesn\u2019t (yet) have a similar mechanism for <a href=\"https:\/\/www.simoahava.com\/gtmtips\/consent-granted-reprocesses-previously-denied-hits\/\">reprocessing hits<\/a> as GA4 does.<\/p>\n<p>These hits are blocked programmatically in server-side Google Tag Manager from activating GA4 tags <strong>and any other non-Google-Ads tags in the container<\/strong>. All Ads-related tags (see screenshot below) fire nicely.<\/p>\n<div style=\"aspect-ratio: 3052 \/ 888;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2024\/04\/ads-fired-again.jpg\" title=\"Ads related tags\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"888\" width=\"3052\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2024\/04\/ads-fired-again.jpg#ZgotmplZ\" alt=\"Ads related tags\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>Above, you can see how the incoming GA4 request refuses to fire the GA4 tags as well as a couple of custom templates I\u2019m running in the container. However, all five different Ads-related built-in tags do fire without issue.<\/p>\n<p>What we know thus far: when consent is granted for <code>ad_storage<\/code>, any client-side Google Analytics 4 key events that were collected through server-side Google Tag Manager are sent again, but they can only be used to fire Google\u2019s advertising tags.<\/p>\n<p>What we also know from testing is that <strong>this behavior cannot be modified<\/strong>. You can\u2019t use a <a href=\"https:\/\/www.simoahava.com\/analytics\/transformations-server-side-google-tag-manager\/\">transformation<\/a>, for example, to strip out the key parameters (<code>gcu<\/code> and <code>gcut<\/code>) that control this behavior.<\/p>\n<p>Well, let\u2019s say you\u2019re not running any advertising tags in the Server container. Is it possible to prevent this behavior? What if you don\u2019t want to expend the network egress that comes from these non-hits? As far as I know, the only way to prevent this behavior is to <strong>not set <code>ad_storage<\/code> granted<\/strong>. So if you\u2019re not collecting any advertising on the site, just keep <code>ad_storage<\/code> denied at all times.<\/p>\n<p>But if you <strong>are<\/strong> collecting advertising hits client-side, then you\u2019re out of luck. You\u2019ll need to set <code>ad_storage<\/code> to granted state for those, but this will trigger the server-side GTM redispatch.<\/p>\n<blockquote>\n<p>If you\u2019ve found a way to prevent this behavior when setting <code>ad_storage<\/code> granted, please let me know. I\u2019ll update the article accordingly.<\/p>\n<\/blockquote>\n<p>Finally, the reason GA4 tags are blocked is most likely to avoid collecting duplicate hits to GA4. Remember that GA4 hits first collected when consent was denied are automatically reprocessed as consent \u201cgranted\u201d when <code>analytics_storage<\/code> is flipped to granted state. If you were to collect the automatically dispatched hits through server-side GTM to Google Analytics 4 as well, you\u2019d end up collecting duplicates of all key events.<\/p>\n<p>What bugs me a bit is the lack of control \u2013 I might want to use this redispatch mechanism for <strong>other<\/strong> tags than GA4. It sounds like a valuable way of streamlining client-side tagging and making use of the network load generated by the redispatched event.<\/p>\n<p>That\u2019s the long and short of it. Hopefully this resolves the mystery for some of you. We\u2019ll see if this behavior is rolled back if Google Ads ever introduces similar reprocessing that GA4 hits already do.<\/p>\n<p>Let me know in the comments if you have more questions about this behavior!<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>If you\u2019re using server-side Google Tag Manager, Google (Advanced) Consent Mode and you\u2019re collecting hits to Google Analytics 4, you might have noticed something odd happening when switching consent to granted state. It looks as if your page_view hits as well as any other hits marked as \u201cConversions\u201d (or key events now, I guess) are [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":34948,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[1015,16490,23104,14492,15047,4347,16641,10183],"dealstore":[],"offerexpiration":[],"class_list":["post-34947","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-automatic","tag-consent","tag-granted","tag-gtmtips","tag-hits","tag-page","tag-sgtm","tag-view"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>#GTMTips: Automatic Page View Hits In SGTM After Consent Granted - Som2ny Network<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fivemor.com\/?p=34947\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"#GTMTips: Automatic Page View Hits In SGTM After Consent Granted - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"If you\u2019re using server-side Google Tag Manager, Google (Advanced) Consent Mode and you\u2019re collecting hits to Google Analytics 4, you might have noticed something odd happening when switching consent to granted state. 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