Managing user consent

This article is for users who wish to know more about consent management and implementing a consent solution.

Websites and apps using Google measurement services gather and store information about website visitor and app user behavior. Consent management involves:

  1. Obtaining visitors’ choice to grant or deny consent for storing information about their behavior.
  2. Communicating that consent state to the measurement system.
  3. 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.

The IAB Europe Transparency & Consent Framework (TCF) is an alternative way of obtaining and tracking consent state. If a customer’s custom implementation or their CMP uses the TCF to obtain consent, it passes consent state to Google as a special TCF string. The Google tag or Tag Manager can read this string and set measurement behavior for tags with consent checks. See IAB Transparency and Consent Framework v2 and Google Analytics for more details. For those who use TCF v2.0 but are not yet registered on the IAB Europe Global Vendor List (GVL), Google provides Additional Consent Mode as described in Google’s Additional Consent Mode technical specification.

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 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
analytics_storage functionality_storage
personalization_storage 
security_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
analytics_storage
functionality_storage
personalization_storage 
security_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
analytics_storage
functionality_storage
personalization_storage 
security_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
analytics_storage
functionality_storage
personalization_storage 
security_storage 


(Integrated GTM template + code example for gtag.js)
CMP providers should implement Consent Mode integrations for their customers based on the tagging platform (Google Tag Manager or gtag.js). See Consent Mode for CMP providers for more information.

Other customer privacy controls

Regardless of how customers manage user consent, they can also control the following:

Was this helpful?
How can we improve it?

Need more help?

Sign in for additional support options to quickly solve your issue

Search
Clear search
Close search
Google apps
Main menu
Search Help Center
true
69256
false
false