Google Consent Mode is an API that lets your website make all of Google’s services run based on user consent, i.e. making the consent state of your users be the determining factor for how Google’s tags and scripts behave on your website.
Google Consent Mode introduces two new tag settings that will manage cookies for analytics and advertisement purposes on your website –
- analytics_storage
- ad_storage
analytics_storage
With the “analytics_storage” tag setting, Google Consent Mode controls the behavior of statistics cookies on your website based on the consent state of your end-users – making Google Analytics adjust its data collection based on the granular consent choice of each, individual user.
If users don’t give consent to statistics cookies, your website will still receive aggregate and non-identifying basic measurements and modelling data such as –
- Timestamps of visits to your website
- User agent, i.e. whether users landed on your website
- Referrer, i.e. how the user landed on your website
- Whether current or prior page in user’s navigation includes ad-click information in the URL
- Random number per each page load
ad_storage
With the “ad_storage” tag setting, Google Consent Mode controls the behavior of marketing cookies on your website based on the consent state of your end-users, e.g. if a user doesn’t consent to marketing cookies, Google Consent Mode will ensure that all marketing-related Google tags will adjust and not use cookies.
Your website will be able to show contextual advertisement based on anonymous data instead of targeted advertisement based on tracking of personal data, if users does not give consent to marketing cookies.
Google Consent Mode will enable your website to measure conversions related to a specific campaign on an aggregate level rather than on an individual user-level – making sure that you get insights into the performance of your website’s marketing in a fully GDPR compliant way without the use of personal data.
Additionally, Google Consent Mode allows Google tags to change behavior if a user later changes their consent state and to configure Google tag behaviors to specific regions, e.g. automatically ensuring that no cookies are activated without consent for users inside the EU, while using cookies for users in the US.
Google Consent Mode supports –
- Google Analytics
- Google Ads (Google Ads Conversion Tracking and Remarketing)
- Google Tag Manager
- Gtag
- Floodlight
- Conversion Linker
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