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How Google Tag Manager (GTM) handles consent

Feature
Basic consent mode
Advanced consent mode
Tag loading
Blocked until user interaction with a consent banner.
Loads with defaults set to denied, unless configured otherwise.
Data transmission
No data is sent before a user consents -  not even the default consent status.
When consent is denied, consent state and cookieless pings are sent.
When consent is granted, cookies are written and all measurement data is sent.
Consent states
Set after user interaction.
Defaults set to denied, unless configured otherwise;  updates based on user choice.
Tag behavior after user interaction
Loads and executes consent mode APIs only when a user grants consent.
Adjusts tag behavior based on user consent choice.
Conversion modeling
General model (less detailed modeling).
Advertiser-specific model (more detailed modeling).

Advanced vs Basic Google Consent Mode (GCM) - Overview

The following overview graphic will help you get a quick overview of the differences between Advanced and Basic GCM.

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In the sections below, you’ll find more details on setting them up with the Usercentrics CMP.

Basic Google Consent Mode

  • Google tags are initially blocked until consent is granted.

    • Using the Usercentrics CMP, tags within the Google Tag Manager (GTM) will need to be triggered only when consent for the correlating Data Processing Service (DPS) is given.

    • How we recommend setting up variables & triggers for this purpose in the GTM is documented.

      Screenshot 2024-03-07 at 11.21.23.png

    • Alternatively to using our recommended variable & trigger setup that can fire specific tags based on the consent status of specific Data Processing Services (DPS) in the Usercentrics CMP Configuration / SettingID, there are also other options of handling the triggering of tags, f.ex.

      • Triggering tags based on the consent state(s) of Google Consent Mode storage types (i.e. ad_storage) is possible for individual tags.

      • Third party templates may be used to “translate” the consent_status event of the Usercentrics CMP into signals for the Google Consent Mode storage types inside the GTM.

    • (warning) While these alternative approaches are possible to set up in connection with the Usercentrics CMP, they are not part of the generally recommended setup. They often require the assistance of a GTM expert.

Advanced Google Consent Mode

  • Google tags of relevant Google services are loaded before consent is collected.

  • They will not be adjusted like we recommend for other non-essential tags. Instead they will trigger “normally”, i.e. like so in the GTM:

    Bildschirmfoto 2024-03-15 um 11.13.20.png

  • The Google tags have built-in consent checks for one or more of the following Google Consent Mode storage types:
    ad_storage
    ad_user_data
    ad_personalization
    analytics_storage

    Example:

    Bildschirmfoto 2024-03-15 um 13.01.10.png


    The tags will adjust their behavior accordingly.

  • (warning) Important: Tags corresponding to non-essential, non-Google Data Processing Services (DPS) should continue to be adjusted as generally documented. The Advanced Google Consent Mode implementation described above is specifically for Google tags of relevant Google services.

Is Google Consent Mode v2 enabled?

If you’re interested, continue with → checking your Google Consent Mode v2 implementation.