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Set up and manage consent

Obtain user consent

This article is for anyone that sends data to Google and wants to implement a user consent solution.

Regardless of your data source, the first step to setting up a consent solution is to ask your users for their consent. This step looks a little different depending on what data source you want to set consent up for:

Obtain user consent on your website

When a user visits your website, you need to ask them for consent so that the Google tag can write and read cookies. To simplify the process of setting up a consent banner, Google partners with consent management platforms. You can also build a consent banner yourself, if your organization requires it.

Implement a banner from a consent management platform

If you maintain a website, the easiest way to implement a consent banner is to use a consent management platform (CMP). The workflow usually looks like this:

  1. Choose a CMP and sign up for an account. Refer to the table below for more information on how CMPs have integrated with consent mode.
  2. Create a new banner through the CMP website. You might need to fill out some details about your data collection practices.
  3. Install the banner on your website. The CMP provides you with either a code snippet or a Google Tag Manager tag, as well as installation instructions.
  4. Set up consent mode. Learn more about consent mode best practices.

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.

To capture valuable insights while protecting user privacy, you need to collect consent from your website users. We recommend you use a Consent Management Platform (CMP) or work with your Content Management System (CMS) to collect consent and send it to Google.

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_personalization
ad_storage
ad_user_data
analytics_storage
functionality_storage
personalization_storage 
security_storage

(Integrated GTM template + TrustCommander template)
Complianz ad_personalization
ad_storage
ad_user_data
analytics_storage
functionality_storage
personalization_storage
security_storage

(Integrated GTM template + TrustCommander template)
Consentmanager ad_personalization
ad_storage
ad_user_data
analytics_storage
✓  ✓ 
(Integrated GTM template + code example for gtag.js)
Cookie First ad_personalization
ad_storage
ad_user_data analytics_storage functionality_storage personalization_storage security_storage
✓  ✓ 
(Integrated GTM template + code example for gtag.js)
Cookie Information
A/S

ad_personalization
ad_storage
ad_user_data
analytics_storage functionality_storage
personalization_storage 
security_storage


(Integrated GTM template + code example for gtag.js)
Cookiebot (Cybot) ad_personalization
ad_storage
ad_user_data
analytics_storage
functionality_storage
personalization_storage 
security_storage
 

(Integrated GTM template + code example for gtag.js)
CookieScript ad_personalization
ad_storage
ad_user_data
analytics_storage
functionality_storage
personalization_storage
security_storage

(Integrated GTM template + code example for gtag.js)
CookieYes ad_personalization
ad_storage
ad_user_data
analytics_storage
functionality_storage
personalization_storage
security_storage

(Integrated GTM template + code example for gtag.js)
Didomi

ad_personalization
ad_storage
ad_user_data
analytics_storage
functionality_storage
personalization_storage 
security_storage 


(Full GTM + non-GTM integration)
iubenda ad_personalization
ad_storage
ad_user_data
analytics_storage
functionality_storage
personalization_storage 
security_storage

(Integrated GTM template + code example for gtag.js)
OneTrust

ad_personalization
ad_storage
ad_user_data
analytics_storage
functionality_storage
personalization_storage 
security_storage


(Integrated GTM template + code example for gtag.js)
Osano ad_personalization
ad_storage
ad_user_data
analytics_storage

(Integrated GTM template + code example for gtag.js)
Secure Privacy

ad_personalization
ad_storage
ad_user_data
analytics_storage
functionality_storage
personalization_storage
security_storage


(Integrated GTM template + code example for gtag.js)
Sirdata ad_personalization
ad_storage
ad_user_data
analytics_storage
functionality_storage
personalization_storage
security_storage

(Integrated GTM template + code example for gtag.js)
Termly ad_storage
analytics_storage
functionality_storage
personalization_storage
security_storage

(Integrated GTM template + code example for gtag.js)
Usercentrics

ad_personalization
ad_storage
ad_user_data
analytics_storage
functionality_storage
personalization_storage 
security_storage 


(Integrated GTM template + code example for gtag.js)

Custom consent banners

If your organization requires you to build your own consent banner, you need to integrate with Google’s consent API yourself. For examples of consent language, read cookiechoices.org.

Important: You are responsible for building a consent banner or widget that meets regulatory standards.

Learn how to integrate with consent mode in the developer documentation: Set up consent mode on websites.

Obtain user consent on your app

When a user interacts with your app, you need to ask them for consent so that the Google tag can write and read cookies. Google partners with consent management platforms to simplify the process of setting up consent settings. You can also build consent settings yourself, if your organization requires it.

Custom consent banners

If your organization requires you to build your own consent banner, you need to integrate with Google’s consent API yourself. For examples of consent language, read cookiechoices.org.

Important: You are responsible for building a consent banner or widget that meets regulatory standards.

Learn how to integrate with consent mode in the developer documentation: Set up consent mode for apps.

As part of Google’s ongoing commitment to our EU user consent policy and customer data policies, you need to send user consent signals (ad_user_data, ad_personalization) with all your data uploads to Google to maintain access to personalization capabilities.

When a user grants consent to these parameters, Google products can use the uploaded data for advertising purposes. When a user denies consent, their data isn’t used for measurement and ad personalization. If you don’t send consent signals, you will lose ads personalization capabilities.

The following capabilities need to receive user consent for ad personalization starting March 2024:

  • Store sales uploads with Customer Match integration
  • Customer Match
  • Ads Data Hub

How you obtain user consent for data uploads depends on your business. Consult with your legal team to find the best solution for your business.

How to send consent for data you upload to Google

To maintain access to customer match capabilities with store sales data originating from EEA users, you must pass store sales data with consent values for both ad_user_data and ad_personalization.

Only when consent is granted, data is usable for customer match with store sales.

Depending on how you upload data to Google you can send consent signals by using one the following options:

Next steps

Now that you have set up a mechanism to obtain user consent, you can implement Google’s consent mode.

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