Websites and apps using Google measurement services gather and store information about website visitor and app user behavior. Consent management involves:
- Obtaining visitors’ choice to grant or deny consent for storing information about their behavior.
- Communicating that consent state to the measurement system.
- Ensuring that Google and third-party tags that store or read cookies comply with users’ choice.
For requirements 1 and 2, Google customers can use a third-party Consent Management Platform (CMP) or implement a custom consent solution. Consent Mode meets the third requirement.
Google Consent Mode enables measurement customers to set a default consent state for each type of storage they use. When a website visitor or app user indicates their consent choices, Consent Mode preserves the choices across their interaction with the website or app.
For websites, Consent Mode causes tags with consent checks to adjust storage behavior. If a user denies consent, tags no longer store cookies but instead send pings (signals) to the Google Server as described in Consent Mode behavior. This means that not all information about visitors who deny consent is lost and it enables Google Analytics 4 properties to model conversions as described in [GA4] About modeled conversions.
Enabling Consent Mode
Website developers can enable Consent Mode using gtag consent commands, a tag created from a Tag Manager Consent Mode template, or the Transparency and Consent Framework (TCF).
App developers can use consent configuration and APIs, as described in Tag Manager and Firebase documentation.
We recommend that customers using Google Tag Manager enable Consent Mode with a Tag Manager Consent Mode template created by their CMP (or by the implementer of the custom consent management solution). For more information, see:
- Consent Mode on websites
- Manage consent settings (web)
- Configure Consent Mode in Tag Manager templates
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 |
✓ | ✓ | ✓ (Integrated GTM template + TrustCommander template) |
Consentmanager | ad_storage analytics_storage |
✓ | ✓ | ✓ (Integrated GTM template + code example for gtag.js) |
Cookie Information A/S |
ad_storage |
✓ | ✓ | ✓ (Integrated GTM template + code example for gtag.js) |
Cookiebot (Cybot) | ad_storage analytics_storage functionality_storage personalization_storage security_storage |
✓ | ✓ | ✓ (Integrated GTM template + code example for gtag.js) |
Crownpeak | ad_storage analytics_storage |
✓ | ✓ (provided as an in-page code example only) |
|
Didomi |
ad_storage |
✓ | ✓ | ✓ (Full GTM + non-GTM integration) |
iubenda | ad_storage analytics_storage functionality_storage personalization_storage security_storage |
✓ | ✓ (provided as an in-page code example only) |
|
LiveRamp | ad_storage analytics_storage |
✓ | ✓ (provided as an in-page code example only) |
|
OneTrust |
ad_storage |
✓ | ✓ | ✓ (Integrated GTM template + code example for gtag.js) |
Osano | ad_storage analytics_storage |
✓ | ✓ | ✓ (Integrated GTM template + code example for gtag.js) |
Sourcepoint | ad_storage analytics_storage functionality_storage personalization_storage security_storage |
✓ | ✓ (provided as an in-page code example only) |
|
Usercentrics |
ad_storage |
✓ | ✓ | ✓ (Integrated GTM template + code example for gtag.js) |
Other customer privacy controls
Regardless of how customers manage user consent, they can also control the following:
- How to share collected data with Google. See Data sharing settings for details.
- Whether Google anonymizes IP addresses. See IP Anonymization (or IP masking) in Google Analytics for details.
- The amount of time before user-level and event-level data stored by Google Analytics is automatically deleted from Analytics servers. See Data retention for details.
- Manual deletion of data from Google Analytics servers. See [GA4] Data-deletion requests or Data deletion requests (Universal Analytics) for details.
- Which Google accounts, products, and services an account administrator links together. Everyone with account view permissions will have access to the data from all linked accounts. See Google Analytics linking overview for details.