{"id":79634,"date":"2025-02-10T10:17:20","date_gmt":"2025-02-10T10:17:20","guid":{"rendered":"https:\/\/peraltafinancing.com\/analytics\/consent-mode-for-google-tags\/"},"modified":"2025-02-10T10:17:20","modified_gmt":"2025-02-10T10:17:20","slug":"consent-mode-for-google-tags","status":"publish","type":"post","link":"https:\/\/fivemor.com\/?p=79634","title":{"rendered":"Consent Mode For Google Tags"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<blockquote>\n<p><strong>Note!<\/strong> This is about the original version of Consent Mode. While the content is still very valid and you should read through it to understand how it works, Google has since released a \u201cV2\u201d update with additional consent signals. You can read about <a href=\"https:\/\/www.simoahava.com\/analytics\/consent-mode-v2-google-tags\/\">Consent Mode V2 here<\/a>.<br \/>\n.<br \/>\nNot too long ago, Google announced a new <a href=\"https:\/\/support.google.com\/analytics\/answer\/9976101\">consent mode<\/a> for Google tags. It allows you to build a mechanism where Google\u2019s tags parse, react, and respond to the consent status of your site visitors.<\/p>\n<\/blockquote>\n<div style=\"aspect-ratio: 1808 \/ 1176;\" class=\"figure \">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2020\/10\/consent-mode.jpg\" title=\"Consent Mode with a custom Google Tag Manager template\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"1176\" width=\"1808\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2020\/10\/consent-mode.jpg#ZgotmplZ\" alt=\"Consent Mode with a custom Google Tag Manager template\"\/><\/p>\n<p>    <\/a><\/p>\n<p>    <span class=\"caption\">Consent Mode with a custom Google Tag Manager template<\/span><\/p>\n<\/div>\n<p>In short, consent mode is a <strong>beta<\/strong> feature, which lets you determine whether or not Google\u2019s advertising tags (Ads and Floodlight) and analytics tags (Universal Analytics, App + Web) can utilize browser storage when sending pings to Google\u2019s servers.<\/p>\n<p>This is (somewhat) in line with, for example, the General Data Protection Regulation (GDPR) and the ePrivacy Directive (ePD) in the European Union, which restrict the storage and processing of personal data (GDPR) and the storage of other data (ePD) with regard to data subjects.<\/p>\n<p>Much of this guide revolves around how to set this up in <a href=\"https:\/\/tagmanager.google.com\/\">Google Tag Manager<\/a>, but the overview of the feature applies to implementation using the <a href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/gtagjs\">Global Site Tag (gtag.js)<\/a> as well.<\/p>\n<blockquote>\n<p>Disclaimer: This article is a technical overview of how consent mode works. You need to align the implementation with whatever laws and regulations apply to your organization and the users that visit your site(s).<\/p>\n<\/blockquote>\n<p>Make sure you read the official <a href=\"https:\/\/support.google.com\/analytics\/answer\/9976101\">support documentation<\/a> as well as the <a href=\"https:\/\/developers.google.com\/gtagjs\/devguide\/consent\">developer guide<\/a> to get up to speed.<\/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<h2 id=\"how-consent-mode-works\">How consent mode works<\/h2>\n<p>First of all, <strong>consent mode<\/strong> is not a <strong>consent management platform<\/strong>. For consent mode to be effective, you need to already have a system or solution in place for collecting and resolving the user\u2019s consent with regard to the data being collected on your site.<\/p>\n<p>Consent mode has two variants. There are the <strong>default<\/strong> settings the page will use while waiting for the user\u2019s consent status to be resolved. Then there are the <strong>updated<\/strong> settings that are sent as soon as consent has been resolved.<\/p>\n<p>Default settings should be established as early as possible in the page load. Ideally, you\u2019d add a new <code>gtag<\/code> snippet to the top of the page template, and establish the default consent settings in that snippet.<\/p>\n<blockquote>\n<p><strong>Note!<\/strong> You do <strong>not<\/strong> have to be using <strong>gtag.js<\/strong> to deploy consent mode. The API just happens to be the global <code>gtag()<\/code> method, but it works fine with Google Tag Manager\u2019s tags.<\/p>\n<\/blockquote>\n<p>When Google\u2019s tags fire, they will check the consent status from the default settings and act accordingly.<\/p>\n<p>Once you\u2019ve established the user\u2019s consent, you can call the <code>update<\/code> command. This lets you change (or keep) the status of <strong>advertising storage<\/strong> and of <strong>analytics storage<\/strong>.<\/p>\n<h3 id=\"the-gtag-call\">The gtag() call<\/h3>\n<p>As mentioned above, consent mode utilizes the <code>gtag()<\/code> API. The Google tags firing on the site will automatically read the consent status from this API when determining whether to read or write cookies and how to compile the network request to Google\u2019s servers.<\/p>\n<p>Here\u2019s what the <strong>default<\/strong> snippet would look like. Remember, ideally this would be positioned at the top of the page. You can also fire it through Google Tag Manager using a Custom HTML tag or a custom template, but in that case you must make sure that it fires before any Google tags fire.<\/p>\n<div class=\"highlight\">\n<pre style=\"background-color:#fff;-moz-tab-size:4;-o-tab-size:4;tab-size:4\"><code class=\"language-javascript\" data-lang=\"javascript\"><span style=\"color:#0aa\">window<\/span>.dataLayer = <span style=\"color:#0aa\">window<\/span>.dataLayer || [];\n<span style=\"color:#00a\">function<\/span> gtag() { <span style=\"color:#0aa\">window<\/span>.dataLayer.push(arguments); }\ngtag(<span style=\"color:#a50\">'consent'<\/span>, <span style=\"color:#a50\">'default'<\/span>, {\n  ad_storage: <span style=\"color:#a50\">'denied'<\/span>,\n  analytics_storage: <span style=\"color:#a50\">'denied'<\/span>,\n  wait_for_update: <span style=\"color:#099\">500<\/span>,\n  region: [<span style=\"color:#a50\">'US-CA'<\/span>, <span style=\"color:#a50\">'FI'<\/span>]\n});\n<\/code><\/pre>\n<\/div>\n<p>The <code>gtag()<\/code> command above sets default consent settings for visitors from California (<code>US-CA<\/code>) and Finland (<code>FI<\/code>) to deny access to advertising and analytics storage. For these users, only cookieless pings will be sent to Google servers. There\u2019s also a wait time of 500 milliseconds before any Google tags are allowed to fire, to give time for the <code>update<\/code> command to be invoked.<\/p>\n<blockquote>\n<p>The <code>region<\/code> parameter is only relevant in the <code>default<\/code> command, as by the time you run <code>update<\/code> you should know whether to enable or disable storage for the current user regardless of where they are from.<\/p>\n<\/blockquote>\n<p>Once you\u2019ve established the user\u2019s consent choices, you can execute the <code>update<\/code> command. In the following example, the user has given storage access for analytics tags but has denied access to storage for advertising scripts.<\/p>\n<div class=\"highlight\">\n<pre style=\"background-color:#fff;-moz-tab-size:4;-o-tab-size:4;tab-size:4\"><code class=\"language-javascript\" data-lang=\"javascript\">gtag(<span style=\"color:#a50\">'consent'<\/span>, <span style=\"color:#a50\">'update'<\/span>, {\n  ad_storage: <span style=\"color:#a50\">'denied'<\/span>,\n  analytics_storage: <span style=\"color:#a50\">'granted'<\/span>\n});\n<\/code><\/pre>\n<\/div>\n<p>You don\u2019t have to provide <code>ad_storage<\/code> again, as it was already <code>denied<\/code> in the default settings. However, I recommend to explicitly include them in the <code>update<\/code> command as well to make sure mistakes don\u2019t lead to storage being used when the user hasn\u2019t opted in to such a thing.<\/p>\n<h3 id=\"restrict-advertising-storage\">Restrict advertising storage<\/h3>\n<p>To restrict advertising storage, you need to call the <code>default<\/code> or <code>update<\/code> command and set the value of <code>ad_storage<\/code> to <code>'denied'<\/code> in the consent object.<\/p>\n<p>When advertising storage is restricted, here\u2019s what happens:<\/p>\n<ul>\n<li><strong>No new advertising cookies are written<\/strong>. This means that if the URL has the <code>gclid<\/code> from a Google search ad click, for example, it will not be written in a first-party cookie.<\/li>\n<li><strong>No existing advertising cookies may be read<\/strong>. If there already was a cookie with a click identifier, this would not be used by or sent with the tags.<\/li>\n<li><strong>Third-party cookies are solely used for spam and fraud detection<\/strong>. If there already are cookies written on, for example, <code>doubleclick.net<\/code>, they would be included in the request (assuming the browser doesn\u2019t <a href=\"https:\/\/www.cookiestatus.com\/\">block third-party cookies<\/a>), but Google says it will only use them for spam and fraud detection.<\/li>\n<li><strong>Google Analytics will not read or write advertising cookies, nor will it use them for Google Signals<\/strong>.<\/li>\n<li><strong>IP addresses are used solely for geolocation<\/strong>. They are not collected by Google Ads or Floodlight tags. Google Analytics <strong>does<\/strong> collect them, but you can opt in to <a href=\"https:\/\/support.google.com\/analytics\/answer\/2763052\">IP anonymization<\/a>.<\/li>\n<li><strong>The full page URL is collected with possible click identifiers<\/strong>. If the current page URL has click identifiers, they are sent to the advertising and analytics platforms with the current page URL.<\/li>\n<\/ul>\n<h3 id=\"redact-advertising-data\">Redact advertising data<\/h3>\n<p>You can increase the fidelity of advertising storage restrictions by additionally calling the following <code>gtag()<\/code> API:<\/p>\n<div class=\"highlight\">\n<pre style=\"background-color:#fff;-moz-tab-size:4;-o-tab-size:4;tab-size:4\"><code class=\"language-javascript\" data-lang=\"javascript\">gtag(<span style=\"color:#a50\">'set'<\/span>, <span style=\"color:#a50\">'ads_data_redaction'<\/span>, <span style=\"color:#00a\">true<\/span>);\n<\/code><\/pre>\n<\/div>\n<div style=\"aspect-ratio: 972 \/ 258;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2020\/10\/redact-ads-data.jpg\" title=\"Redact ads data\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"258\" width=\"972\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2020\/10\/redact-ads-data.jpg#ZgotmplZ\" alt=\"Redact ads data\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<blockquote>\n<p>This <strong>only<\/strong> works when you set <code>ad_storage<\/code> to <code>denied<\/code>.<\/p>\n<\/blockquote>\n<p>When you do this, the following additional restrictions will apply:<\/p>\n<ul>\n<li><strong>Advertising hits will be routed through a new cookieless domain<\/strong>. Instead of routing them to <code>doubleclick.net<\/code> or <code>google.com<\/code>, the requests are sent to <code>googleadsyndication.com<\/code>, which would not have any (advertising-related) cookies set on it by Google.<\/li>\n<li><strong>Ad click identifiers will be redacted from advertising requests and consent pings<\/strong>.<\/li>\n<li><strong>Page URLs with click identifiers will be redacted<\/strong>. Note that Google Analytics will still collect the full page URL with click identifiers in place.<\/li>\n<\/ul>\n<div style=\"aspect-ratio: 3418 \/ 194;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2020\/10\/ads-data-redacted.jpg\" title=\"Ads data redacted\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"194\" width=\"3418\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2020\/10\/ads-data-redacted.jpg#ZgotmplZ\" alt=\"Ads data redacted\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<h3 id=\"restrict-analytics-storage\">Restrict analytics storage<\/h3>\n<p>If you choose to restrict analytics storage by setting the value of <code>analytics_storage<\/code> to <code>denied<\/code> in the consent object, Google Analytics will not be able to read or write first-party cookies.<\/p>\n<p>This means that <strong>all hits<\/strong> that fire before the user <strong>reloads or navigates to another page<\/strong> will have the same client identifier (because it\u2019s stored in a global variable). However, as soon as the user navigates away from the current page or reloads the page, a new client identifier will be sent with the hits on this new page load.<\/p>\n<p>In other words, Google Analytics will not read or write the <code>_ga<\/code> cookie (even if one already exists). Instead, it will use an ephemeral identifier that exists solely for the duration of the current page load.<\/p>\n<p>Importantly, <strong>restricting analytics STORAGE will not prevent hits to Google Analytics from being sent<\/strong>. The consent mode setting solely prevents Google Analytics from storing data in or reading data from browser cookies (or other storage).<\/p>\n<p>However, these cookieless hits are sent to Google Analytics with a new <code>gcs<\/code> parameter, which includes the consent status of the hit. The cookieless hits are thus identified by Google Analytics and <strong>for now<\/strong> are not collected or exposed in reporting at all.<\/p>\n<p>Most likely Google will at some point build actionable data out of the cookieless data set as well, perhaps after applying extensive modelling to make it align with the data that was collected with storage consent.<\/p>\n<h2 id=\"what-happens-when-consent-is-updated\">What happens when consent is updated<\/h2>\n<p>If you send the <code>update<\/code> command, you will be able to either <strong>deny<\/strong> or <strong>grant<\/strong> advertising and analytics storage access to all Google tags regardless of region.<\/p>\n<div style=\"aspect-ratio: 944 \/ 578;\" class=\"figure nocaption\">\n<p>    <a href=\"https:\/\/www.simoahava.com\/images\/2020\/10\/update-consent.jpg\" title=\"Update consent\"><\/p>\n<p>    <img decoding=\"async\" class=\"fig-img\" height=\"578\" width=\"944\" loading=\"lazy\" src=\"https:\/\/www.simoahava.com\/images\/2020\/10\/update-consent.jpg#ZgotmplZ\" alt=\"Update consent\"\/><\/p>\n<p>    <\/a><\/p>\n<\/div>\n<p>If you <strong>deny<\/strong> storage access, then any tags that fire after the <code>update<\/code> call will be restricted as described in the previous chapters.<\/p>\n<p>If you <strong>grant<\/strong> storage access, then tags will have full access to storage. If you grant access to advertising storage, then any <a href=\"#redact-advertising-data\">ads data redactions<\/a> you might have established will no longer apply.<\/p>\n<p>In addition to this &#8211; as soon as you run the <code>update<\/code> command and <code>grant<\/code> access to advertising storage, all advertising pings that might have already fired <em>without<\/em> storage access will fire again. Thus cookies will be written and read, and the requests will be routed through domains that can carry third-party cookies as well.<\/p>\n<h2 id=\"url-passthrough\">URL passthrough<\/h2>\n<p>If you\u2019re using <code>gtag.js<\/code>, you can toggle <strong>URL passthrough<\/strong> on. It checks the current page URL for advertising parameters (<code>gclid<\/code>, <code>dclid<\/code>, <code>gclsrc<\/code>, <code>_gl<\/code>), and adds them to all internal link URLs the user might be clicking through.<\/p>\n<p>It\u2019s a useful feature to have in case consent is granted outside the landing page, but it does lead to URL pollution and can mess up sites where functionality is based on a strict set of URL parameters (especially beyond obvious landing pages).<\/p>\n<p>The command looks like this:<\/p>\n<div class=\"highlight\">\n<pre style=\"background-color:#fff;-moz-tab-size:4;-o-tab-size:4;tab-size:4\"><code class=\"language-javascript\" data-lang=\"javascript\">gtag(<span style=\"color:#a50\">'set'<\/span>, <span style=\"color:#a50\">'url_passthrough'<\/span>, <span style=\"color:#00a\">true<\/span>);\n<\/code><\/pre>\n<\/div>\n<p>For this to work, the site <strong>must<\/strong> load a <code>gtag.js<\/code> library, so just using the <code>gtag()<\/code> API will not work.<\/p>\n<p>If you\u2019re using Google Tag Manager, you can achieve the same functionality by using the cross-domain linking capabilities of the <a href=\"https:\/\/support.google.com\/tagmanager\/answer\/7549390?hl=en\">Conversion Linker tag<\/a>.<\/p>\n<h2 id=\"google-tag-manager-support\">Google Tag Manager support<\/h2>\n<p>As you might have surmised, for now the Google Tag Manager support for consent mode is a bit flaky. Being forced to use the <code>gtag()<\/code> API is a bit backwards, considering we already have a global message queue named <code>dataLayer<\/code> at our disposal.<\/p>\n<p>I\u2019m absolutely positive that a more tightly-knit integration with GTM is on the way. I\u2019m particularly hoping to see some or all of the following features:<\/p>\n<ul>\n<li><strong>Consent status exposed in <code>dataLayer<\/code><\/strong>. Right now the <code>gtag()<\/code> consent commands are not available in <code>dataLayer<\/code>, making it impossible to check advertising and analytics storage status in case one wanted to apply them to other, non-Google tags as well.<\/li>\n<li><strong>Pre-load trigger<\/strong>. This is something I\u2019ve been wanting to see for years. It would be so useful to have a trigger event for which <strong>all<\/strong> other Google Tag Manager events have to wait to complete before being initialized. It would be the perfect place for a consent mode tag, as all the other tags in the container would not be able to fire until the pre-load event has been completed.<\/li>\n<li><strong>First-class consent awareness<\/strong>. With this I mean it should be possible to have tags be consent-aware <em>without<\/em> having to build elaborate trigger setups. One of the most difficult things to set up when using GTM with a consent management platform is the conditional firing of tags depending on consent status.<\/li>\n<li><strong>Consent-aware APIs for templates<\/strong>. A logical extension of consent mode is that it should apply to non-Google tags as well. A perfect place for this would be in <a href=\"https:\/\/www.simoahava.com\/analytics\/custom-templates-guide-for-google-tag-manager\/\">custom templates<\/a>, where consent mode status could be applied to the APIs and network requests generated by custom templates as well.<\/li>\n<\/ul>\n<h2 id=\"summary\">Summary<\/h2>\n<p>First of all, remember that <strong>consent mode<\/strong> is a <strong>beta<\/strong> feature. It\u2019s likely to change before it\u2019s officially out of beta (at which point I\u2019ll update this article accordingly).<\/p>\n<p>In addition to a better Google Tag Manager integration, I\u2019m also looking forward to more consent options, as limiting just \u201cadvertising storage\u201d and \u201canalytics storage\u201d doesn\u2019t really cut it when it comes to the granularity of how users should be able to decide how their data is collected and processed.<\/p>\n<p>Nevertheless, consent mode gives you a nice way to control storage especially with advertising tags. You\u2019ve already been able to control Google Analytics storage with the <a href=\"https:\/\/developers.google.com\/analytics\/devguides\/collection\/analyticsjs\/cookies-user-id#disabling_cookies\"><code>storage<\/code><\/a> tracker setting, but now it\u2019s also configurable via this <code>gtag()<\/code> API.<\/p>\n<blockquote>\n<p>The main difference between consent mode and using the <code>storage<\/code> field to block analytics tags from having access to storage is that consent mode will not surface the data in reports whereas setting <code>storage<\/code> to <code>none<\/code> will.<\/p>\n<\/blockquote>\n<p>It\u2019s important to note that consent mode mostly applies to <strong>storage<\/strong> access and doesn\u2019t actually block any requests. I\u2019m certain there will be debate about whether this is enough or not. However, especially in the European Union the laws seem to be rather clear that as long as the nothing is stored (or read from storage), and as long as only ephemeral identifiers that can in no way be linked back to a natural person are used, this approach should be good enough.<\/p>\n<p>You will need to trust Google on the <code>ad_storage<\/code> bit, though. Google promises they won\u2019t use third-party cookies for other than spam and fraud detection, but this is difficult to audit.<\/p>\n<p>Similarly, consent mode only covers the identifiers <strong>that we know about<\/strong>. There might be data leaks, intentional and unintentional, in requests to Google that allow far more data controlling options than the user has opted in to.<\/p>\n<p>Still, I think any effort taken by Google to improve security and privacy control over their services is welcome. It\u2019s just important that this doesn\u2019t lead to complacency, though. Just because Google offers it natively doesn\u2019t mean you can abandon due diligence in making sure that consent (and any other legitimate purposes) are observed and periodically audited.<\/p>\n<\/p><\/div>\n\n","protected":false},"excerpt":{"rendered":"<p>Note! This is about the original version of Consent Mode. While the content is still very valid and you should read through it to understand how it works, Google has since released a \u201cV2\u201d update with additional consent signals. You can read about Consent Mode V2 here. . Not too long ago, Google announced a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":79635,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12033],"tags":[16490,1531,1430,1725],"dealstore":[],"offerexpiration":[],"class_list":["post-79634","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-consent","tag-google","tag-mode","tag-tags"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.4 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Consent Mode For Google Tags - 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=79634\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Consent Mode For Google Tags - Som2ny Network\" \/>\n<meta property=\"og:description\" content=\"Note! 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