IAB Transparency and Consent Framework v2 and Google Analytics

The IAB Transparency & Consent Framework (TCF) is an open-standard technical framework that enables websites, advertisers and ad agencies to obtain, record, and update consumer consent for web pages. Google Analytics integrates with TCF version 2 to control advertising features for customers using gtag.js or Google Tag Manager.

Implementation

Customers can enable TCF support by setting the following window property to true:

window['gtag_enable_tcf_support'] = true

This window property must be set before any calls to gtag() are made, and this property must be set on each page for which you want to enable TCF support. If the property is not set or set to false, TCF support will not be activated.

Purposes

A "Purpose" in the TCF context is a defined intent for processing data. Google Analytics tags implemented via Google Tag Manager or gtag.js with TCF support enabled will handle requests that contain the consent string in the following ways:

Purpose Description Impact to Google Analytics when Purpose is denied
1 Store and/or access information on a device Advertising-related cookies will not be created or used by Google Analytics. Google signals features such as remarketing, demographics, and interests reports will not accumulate data for unconsented users.
3 Create a personalised ads profile Hits to Google Analytics will be marked with an npa=1 parameter.

Events marked with npa=1 are not eligible for ads personalization, and are not used for remarketing audience evaluation. Users already added to audience lists are unaffected.
7 Measure ad performance allow_google_signals will be set to false.

Advertising-related cookies will not be used by Google Analytics. Google signals features such as remarketing, demographics, and interests reports will not accumulate data for unconsented users.
9 Apply market research to generate audience insights  allow_google_signals will be set to false.

Same as Purpose 7.
10 Develop and improve products allow_google_signals will be set to false.

Same as Purpose 7.
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