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
- Obtain user consent in your app
- Obtain user consent for data uploads to Google
Important: If you measure online and offline conversions, you need to obtain consent for both data sources.
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:
- 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.
- Create a new banner through the CMP website. You might need to fill out some details about your data collection practices.
- 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.
- 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.
Learn more about how to Set up your consent banner with a consent management platform or a content management system.
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 |
✓ | ✓ | ✓ (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 |
✓ | ✓ | ✓ (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 |
✓ | ✓ | ✓ (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 |
✓ | ✓ | ✓ (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 |
✓ | ✓ | ✓ (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.
Obtain user consent for data uploads to Google
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:
- Google Ads API v15 or newer. Make sure to send consent parameters.
- Direct uploads in Google Ads. Open Google Ads Uploads.
Learn more about bulk uploads. - Ads Data Hub for Marketers
- Ads Data Hub for Measurement Partners
Next steps
Now that you have set up a mechanism to obtain user consent, you can implement Google’s consent mode.