Google Consent Mode Tag Setup Guide

Google consent mode allows you to adjust how your Google tags behave based on the consent status of your users. When using basic or advanced consent modes, Google tags send consented flags to Google, or dynamically adapt, only utilizing measurement tools for the specified purposes when consent has been given by the user.

Basic consent mode

Basic consent mode follows the traditional consent approach, where tags are blocked unless user consent is granted. The Google Consent Mode tag should always be fired to set consent signals, which are then passed to Google along with the consented Analytics or Ads tag pings. This ensures that Google recognizes the consented status of the tags.

Advanced consent mode

In Advanced consent mode, the Google Consent Mode tag records consent signals. Each Google tag then reacts to the consent decision. If consent is not given for certain purposes, the tags use a cookie-less “anonymous” collection endpoint. Otherwise, they use the standard endpoint for consented data. This approach aims to collect maximum data for analytics and ad conversions, using personally identifiable information (PII) selectively when consented.

Tips

This section provides general information regarding tag configuration and mapping options. For details on how to integrate Google consent mode with Tealium consent register (a feature of Tealium iQ Consent Integrations and Consent Manager), refer to Tealium consent register. This is the recommended implementation approach.

To allow the Google Consent Mode tag to dynamically adapt to user consent status, we recommend the following:

• Basic consent mode:
  • Set Google Consent Mode tag to Strictly Necessary in Consent Integrations or omit the tag from Consent Management.
  • Map Google tags to their respective consent categories in either Consent Integrations or Consent Management.
• Advanced consent mode:
  • Set Google Consent Mode tag and Google tags to Strictly Necessary in Consent Integrations or omit the tag from Consent Management.
  • Map end-user consent choices to Google consent mode settings using a JavaScript extension. For details, see consent purpose mapping.

Tag configuration

Navigate to the Tag Marketplace to add a new tag. For more information, see About tags.

When adding the tag, configure the following settings:

• Automatically read from Tealium Consent Cookie: If set to true, Google consent is set based on the Tealium Consent Manager. See the other configuration descriptions for the exact behavior.
• Ad Storage: If the integration with Tealium Consent Manager is enabled and partial consent is given, the ad_storage_consent value is set to granted. When full consent is given, granted is set.
• Ad User Data: If the integration with Tealium Consent Manager is enabled and partial consent is given, we use this consent category to set ad_user_data value to granted. When full consent is given, granted is set.
• Ad Personalization: If the integration with Tealium Consent Manager is enabled and partial consent is given, we use this consent category to set ad_personalization value to granted. When full consent is given, granted will be set.
• Analytics Storage: If the integration with Tealium Consent Manager is enabled and partial consent is given, this sets analytics_storage_consent value to granted. When full consent is given, granted will be set.
• Ads Data Redaction Mapping
  When ads_data_redaction is true and ad_storage is denied, ad click identifiers sent in network requests by Google Ads and Floodlight tags are redacted.
• URL Passthrough: You can optionally elect to pass information through URL parameters across pages to improve measurement quality.
• Wait For Update: If your consent tool loads asynchronously, it might not always run before your Google tags. To account for this, specify wait_for_update along with a millisecond value to control how long to wait before sending data.

Load rules

Load the tag on all pages or set conditions for when your tag will load. For more information, see About load rules.

Data mappings

Mapping is the process of sending data from a data layer variable to the corresponding destination variable of the vendor tag. For instructions on how to map a variable to a tag destination, see data mappings.

The available categories are:

Standard

Events

To map events, refer to Create an Event Mapping

Event-specific Parameters

To map events, refer to Create an Event Mapping

Vendor documentation

• About Google Consent Mode
• Google Developers: Adjust tag behavior based on consent