Google Consent Mode is a tool that enables websites to communicate users’ cookie consent choices to various Google tags that help measure website and advertising performance. The tool was initially used primarily for anonymized data tracking. However, its intent and use have evolved, and today it functions more as a signaling tool.

Google Consent Mode enables compliance with data privacy regulations requiring user consent, while also enabling companies to get the data they need for digital operations.

Google Consent Mode enables websites to communicate users’ cookie consent choices to various Google tags to ensure they’re activated only if consent has been received. Website owners can also use conversion modeling to gather insights from anonymized data collected from users who reject cookies.

For full implementation instructions, read our Consent Mode documentation.

The following Google services currently support Consent Mode:

• Google Analytics / Google Analytics 4
• Google Ads (Google Ads Conversion Tracking and Remarketing)
• Floodlight
• Conversion Linker

It’s a simple, convenient customization and another way we stay one step ahead of your ever-changing legal and technology needs.

On September 1, 2024, Google introduced a new system to help users find the best Consent Management Platforms (CMPs). This system sorts CMPs into three categories: Gold, Silver, and Bronze, based on their ability to provide top-notch customer support. To qualify for a specific tier, CMPs must meet certain criteria. We’re excited to share that Usercentrics CMP has achieved the highest tier—GOLD status! This recognition shows our dedication to providing outstanding service to our customers. Read more.

Under the GDPR, consumers — like visitors to websites, ecommerce shoppers, app users, etc. — must provide explicit consent before their personal data can be collected from their online activities and processed for various purposes. Consumers must also be notified about the ways their data is collected, for what purposes, who may have access to it, and other details. A consent management platform enables websites, apps, and more to provide information about cookies and tracking services in use (Data Processing Services) and enables users to make granular consent choices about what service uses, like cookies, they consent to, or not. This helps meet GDPR requirements.

Usercentrics CMP received the Gold status because we reached the highest possible percentage of successful implementations, continued to provide outstanding customer support, and because Google customers can easily set up Consent Mode.

Giving users granular consent choices about data privacy and respecting them not only helps to meet data privacy regulation requirements, it also helps strengthen relationships with customers as it demonstrates respect for their privacy and personal information. This helps build engagement and brand loyalty long-term. These relationships also help users entrust companies with more data over time, especially as it benefits them, e.g. with personalized communications and offers. Audiences can be more accurately segmented and targeted, and audiences can be better engaged with information of greater interest to them. Consent-driven marketing helps grow long-term revenue while helping to ensure data privacy requirements are met.

Because Google will have to prove receipt of explicit consent under the DMA, they will need to ensure third-parties companies using their platforms, e.g. for advertising, also obtain explicit user consent for processing of personal data. Google Consent Mode, when used in tandem with a consent management platform, enables third parties to obtain user consent and signal it to Google to enable them to continue using their platforms for digital operations.

Google Consent Mode can be integrated with Google Tag Manager in two ways, depending on whether the website owner uses a consent management platform (CMP).

• With a CMP: By using the CMP’s Tag Manager template, which is integrated with the Consent API. This can be done from within Google Tag Manager itself, requires minimal coding and saves website owners’ time and effort.
• Without a CMP: By creating a custom Tag Manager template, which requires coding knowledge and the help of a developer to build, implement and update.

Once Google Consent Mode and Google Tag Manager are integrated, user consent choices are passed on to Google Tag Manager, which then manages how cookies behave for a user’s visit.