Google is enhancing its enforcement of the EU user consent policy to ensure a privacy-focused digital advertising ecosystem using Google Consent Mode. Google Consent Mode allows you to customize the behavior of your Google tags in response to the consent status of your users. Using Google Consent Mode, you have the flexibility to specify whether consent has been granted for Google products like Analytics and Ads. In this mode, Google’s tags dynamically adjust the consent preferences, and the tags can be adjusted to read those preferences in a standardized way. By leveraging consent signals, Google can recover potential lost conversions resulting from changes in consent preferences.
For more information, please see this site to see our Google Consent Mode Implementation Guide.
Tag Settings
Google Consent Mode provides tag settings that will manage trackers using conversion modeling for consent mode. For more information, please follow this link.
TrustArc’s Cookie Consent Manager supports the following consent types:
- analytics_storage
- ad_storage
- ad_personalization
- ad_user_data
- functionality_storage
- personalization_storage
- security_storage
analytics_storage
With the analytics_storage tag setting, Google Consent Mode controls the behavior of analytics cookies on your website based on the consent state of your end-users. Google Analytics will then adjust its data collection based on the granular consent choice of each individual user. Note that using built-in consent types without additional permissions required, Google tags will still load in the user’s browser. Google will apply the necessary controls to prevent data from flowing to the tags.
If users don’t give consent to analytics cookies, your website should still receive aggregate and basic measurement 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 advertising cookies on your website based on the consent state of your end-users, i.e. if a user does not consent to advertising cookies, Google Consent Mode will ensure that all advertising-related Google tags will not set cookies on the users’ devices.
If users do not give consent to advertising cookies, your website will still be able to show contextual advertisements based on anonymized data.
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, providing insights into the performance of your advertising while helping to comply with privacy requirements.
Additionally, Google Consent Mode allows users to update their consent state and the configuration of tag behaviors based on user location, i.e. automatically ensures that no cookies are set without consent for users inside the EEA, while not requiring consent for the use of cookies for users in the US.
ad_personalization
With the ad_personalization tag setting, Google Consent Mode controls whether data can be used for ads personalization (for example, remarketing). This refers to Google Ad Personalization selection of cookie category level that is opted-in on Google Consent Mode.
ad_user_data
With the ad_user_data tag setting, Google Consent Mode controls whether personal data is sent to a Google core platform service. This refers to Google Personal Data selection of cookie category level that is opted-in on Google Consent Mode.
functionality_storage
With the functionality_storage tag setting, Google Consent Mode enables storage that supports the functionality of the website or app (for example, language settings). This refers to Google Functionality selection of cookie category level that is opted-in on Google Consent Mode.
personalization_storage
With the personalization_storage tag setting, Google Consent Mode enables storage related to personalization (for example, video recommendations). This refers to Google Personalization selection of cookie category level that is opted-in on Google Consent Mode.
security_storage
With the security_storage tag setting, Google Consent Mode enables storage related to security, such as authentication functionality, fraud prevention, and other user protection. This refers to Google Security selection of cookie category level that is opted in on Google Consent Mode.