Set up and manage consent

Set up consent mode

Next: Verify consent mode implementation

This article is for people who already have a consent solution on their website or app and want to send the user consent to Google.

Before you begin

Before you can configure Google consent mode, ensure you have a mechanism to obtain user consent , for example, a banner on your website.

In this article, you'll learn:

The difference between basic consent mode and advanced consent mode
How to set up consent mode, depending on your existing infrastructure

Basic vs advanced consent mode

You can implement consent mode on your website or app in either of 2 ways: basic or advanced.

Basic consent mode

When you implement consent mode in its basic version, you prevent Google tags from loading until a user interacts with a consent banner. This setup transmits no data to Google prior to user interaction with the consent banner. When the user grants consent, Google tags load and execute the consent mode APIs. The tags send the consent states to Google in the following order:

Send default consent states.
Send updated consent states.

However, when the user doesn’t consent, no data is transferred to Google at all, not even the consent status. Google tags are completely blocked from firing. Consent mode's conversion modeling in Ads is then based on a general model.

Advanced consent mode

When you implement consent mode in its advanced version, Google tags load when a user opens the website or app. The tags load the consent mode API and do the following:

Set default consent states. By default, consent will be denied, unless you set your own defaults.
While consent is denied, the Google tags send cookieless pings .
Wait for user interaction with the banner and update consent states.
Only when a user grants consent to data collection, Google tags send the full measurement data. Learn more about tag behavior .

This implementation enables improved modeling compared to the basic one as it provides an advertiser-specific model as opposed to a general model.

Overview

Feature	Basic consent mode	Advanced consent mode
Tag loading	Blocked until user interaction with a consent banner	Loads with defaults set to denied, unless configured otherwise
Data transmission	No data is sent before a user consents - not even the default consent status	When consent is denied, consent state and cookieless pings are sent.When consent is granted, cookies are written and all measurement data is sent
Consent states	Set after user interaction	Defaults set to denied, unless configured otherwise; updates based on user choice
Tag behavior after user interaction	Loads and executes consent mode APIs only when a user grants consent	Adjusts tag behavior based on user consent choice
Conversion modeling	General model (less detailed modeling)	Advertiser-specific model (more detailed modeling)

How to set up consent mode

How you set up consent mode depends on your infrastructure.

Websites: Set up consent mode with a consent management platform (CMP) partner

After you have installed a CMP partner banner on your website, you can either use basic consent mode or advanced consent mode.

Learn how to Set up your consent banner with a consent management platform or a content management system .

To simplify the deployment of consent banners and consent mode, you can use an integrated CMP partner for setup. This allows you to deploy a banner and implement consent mode within the Google tag user interface with just a few clicks. Learn how to Use an integrated CMP partner to set up your consent banner and consent mode .

Set up basic consent mode

The following list links to documentation for specific CMPs. If your instructions for your CMP aren’t listed, contact your CMP representative or support team for help.

Consent Management Platforms (CMP)

Set up advanced consent mode

When you use a banner offered by a CMP, you usually have to log in to the CMP’s website and configure the banner. Many banners have a setting to block tags from Google before any consent was given.

To use advanced consent mode with a CMP banner, check if the banner settings block Google tags. Learn how to Unblock tags with a Consent Management Platform .

Websites: Set up consent mode with a banner you maintain

When configuring consent mode with a banner you maintain, ensure you set the "In-Page Default" to "denied" and the "In-Page Update" to "granted" to maintain conversion tracking and remarketing functionality.

If you are a developer who maintains a banner, find the consent mode documentation here: Set up consent mode on websites

Apps: Set up consent mode for apps

If you are a developer who uses the Google Analytics for Firebase SDK to measure apps, find the consent mode documentation here: Set up consent mode for apps

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