Consent Mode (beta) allows you to adjust how your Google tags behave based on the consent status of your users. You can indicate whether consent has been granted for Analytics and Ads cookies. Google's tags will dynamically adapt, only utilizing measurement tools for the specified purposes when consent has been given by the user.
Products that support Consent Mode include:
- Google Ads*
- Floodlight
- Google Analytics
* includes Google Ads Conversion Tracking and Remarketing; support for Phone Call Conversions pending.
Once Consent Mode is deployed, it will adjust the behavior of these types of pings:
- Consent status pings (Google Ads and Floodlight tags): Consent status pings are sent from each page the user visits where Consent Mode is implemented, and are also triggered for some tags if the consent state changes from denied to granted. (e.g., if the user opts in to a consent dialog). These pings communicate the default consent state configured by the site owner and/or the updated consent state (i.e. granted or denied) for each consent type (e.g. ad storage, analytics storage).
- Conversion pings: Conversion pings are sent to indicate that a conversion has occurred.
- Google Analytics pings: Google Analytics pings are sent on each page of a website where Google Analytics is implemented and upon events being logged.
When consent is granted, the associated measurement functions will be processed with their default behaviors.
When consent for ad storage or analytics storage is denied, the associated Google measurement functions deployed via global site tags (gtag.js) or Google Tag Manager will adjust their behavior accordingly.
In all cases, pings may include:
- Functional information (such as headers added passively by the browser):
- Timestamp
- User agent (web only)
- Referrer
- Aggregate / non-identifying information:
- An indication for whether or not the current page or a prior page in the user's navigation on the site included ad-click information in the URL (e.g., GCLID / DCLID)
- Boolean information about the consent state
- Random number generated on each page load
- Information about the consent platform used by the site owner (e.g. Developer ID)
Consent Mode behavior
Additionally, consent and conversion pings may include the following behaviors depending on the state of the consent settings and the configuration of your tags.
The default behaviors work as if all consent options are granted:
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Web |
Mobile apps |
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When one or more forms of consent are not granted, there are additional behaviors to consider:
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Web |
Mobile apps |
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Web |
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Web |
Mobile apps |
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Set up consent mode
When you’re ready, learn more about how to set up consent mode:
Consent management platform integrations
Consent management platforms (CMPs) are able to integrate with consent mode and consent settings in Google Tag Manager. Tag Manager Featured CMPs have templates available in the Tag Manager Community Template Gallery which are integrated with our Consent APIs. Refer to the table below for more information on how CMPs have integrated with consent mode:
Consent Tool | Supported consent types | Tag Manager Community Template available |
Integrated with consent update calls | Integrated with consent default calls |
Commanders Act | ad_storage analytics_storage functionality_storage personalization_storage security_storage |
✓ | ✓ | ✓ (in-product integration) |
Consentmanager | ad_storage analytics_storage |
✓ | ✓ | ✓ (in-product integration) |
Cookie Information A/S | ad_storage analytics_storage |
✓ | ✓ (in-product integration) |
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Cookiebot (Cybot) | ad_storage analytics_storage functionality_storage personalization_storage security_storage |
✓ | ✓ | ✓ (in-product integration) |
Crownpeak | ad_storage analytics_storage |
✓ | ✓ (in-product integration) |
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Didomi | ad_storage analytics_storage |
✓ | ✓ (available to new customers only) |
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iubenda | ad_storage analytics_storage |
✓ | ✓ (provided as an in-page code example only) |
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OneTrust | ad_storage analytics_storage |
✓ | ✓ (in-product integration) |
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Usercentrics | ad_storage analytics_storage |
✓ | ✓ (provided as an in-page code example only) |