Consent mode allows you to adjust how your Floodlight tags behave based on the consent status of your users. You can indicate whether consent has been granted for Google Marketing Platform cookies and analytics cookies. Floodlight tags will dynamically adapt, only utilising cookies for specified purposes when consent has been given by the user.
Consent mode can also be used in:
Conversion modelling is available for consent mode in the new Search Ads 360 for advertisers that meet all eligibility requirements. Modelled conversions appear in columns that use Floodlight conversions and are reflected in all reports and conversions-based bid strategies that use this data.
The new Search Ads 360 is committed to protecting the confidentiality and security of your data. We keep your data confidential and secure using the same industry-leading standards we use to protect our own users' data. We only report aggregated and anonymised conversions.
How it works
Once consent mode is deployed, it adjusts the behaviour of these types of pings:
-
Consent status pings (Floodlight and Google Ads tags): Consent status pings are sent from each page the user visits where consent mode is implemented, and are also triggered for some tags if the consent state changes from denied to granted (for example, if the user opts in to a consent dialogue). These pings communicate the default consent state configured by the site owner and/or the updated consent state (such as granted or denied) for each consent type (for example,
ad_storage, analytics_storage). -
Conversion pings: Conversion pings are sent to indicate that a conversion has occurred.
When consent is granted, the associated tags will function normally. When consent for ads storage is denied, the associated Floodlight tags deployed via the Google tag or Google Tag Manager will adjust their behaviour accordingly.
For examples of consent language and available third-party consent solutions, read cookiechoices.org.
The new Search Ads 360 can read and interpret the TCF v2.0 Transparency and Consent (TC) string. TCF v2.0 is a way to indicate consent following a default mapping. For advertisers that would rather customise, they can turn off the TCF V2 default mapping and use consent mode.
Consent mode pings
In all cases, pings may include:
- Functional information (such as headers added passively by the browser):
- Timestamp
- User agent
- Referrer
- Aggregate or non-identifying information:
- An indication of whether or not the current page or a prior page in the user's navigation on the site included ad-click information in the URL.
- Boolean information about the consent state.
- Random number generated on each page load.
- Information about the consent platform used by the site owner (for example, Developer ID).
Consent mode behaviours in your Floodlight tags
Consent and conversion pings may include the following behaviours, depending on the state of the consent settings and the configuration of your tags:
ad_storage='granted' and analytics_storage='granted' (default):
- Cookies pertaining to advertising may be read and written.
- IP addresses are collected.
- The full page URL, including ad-click information in URL parameters (for example, the GCLID), is collected.
- Third-party cookies previously set on google.com and doubleclick.net, and first-party conversion cookies (for example, _gcl_*) are accessible.
ad_storage='denied':
- Cookies are not used for advertising purposes.
- Existing first-party advertising cookies won’t be read.
- Requests are sent through a different domain to avoid previously set third-party cookies from being sent in request headers.
- IP addresses are used to derive IP country, but are never logged by our Floodlight and Google Ads systems and are immediately deleted upon collection.
- Other fields normally collected by advertisers’ tags (for example, order ID, order value) are still sent.
- Full page URL is collected, and may include ad-click information in URL parameters (for example, GCLID). Ad-click information will only be used to approximate accurate traffic measurement.
ad_storage='denied' + ads_data_redaction=true:
- Cookies are not used for advertising purposes.
- Existing first-party advertising cookies won’t be read.
- Requests are sent through a different domain to avoid previously set third-party cookies being sent in request headers.
- The full page URL is collected and may include ad-click information in URL parameters (for example, the GCLID). Ad-click information will only be used to approximate accurate traffic measurement.
- IP addresses are used to derive IP country, but are never logged by our Floodlight and Google Ads systems and are immediately deleted upon collection.
- Other fields normally collected by advertisers’ tags (for example, order ID, value) are still sent.
- Page URLs with ad-click identifiers are redacted.
analytics_storage='denied':
- Will not read or write first-party analytics cookies.
- Cookieless pings will be sent to Google Analytics for basic measurement and modelling purposes.
Set up consent mode
When you’re ready, learn more about how to set up consent mode: