CM
Category: Marketing
What is Consent Mode (CM)?
Consent Mode (CM) is a function of Google that allows websites to adapt the behavior of Google tags (Google Analytics, Google Ads, etc.) based on the user's consent for cookies and data collection. This allows businesses to comply with privacy requirements such as GDPR, CCPA and others, while still maintaining the ability to measure and advertise.
Consent Mode automatically configures how Google tags work, before the user has given consent for different types of cookies, providing basic measurement functionality even when consent is not given.
Basic components of Consent Mode
Consent configuration
Settings for different types of consent:
- ad_storage - for advertising cookies
- analytics_storage - for analytical cookies
- functionality_storage - for functional cookies
- personalization_storage - for personalization
- security_storage - for security
Behavioral Modeling
Machine learning for data recovery:
- Predicting conversions
- Behavior modeling
- Data recovery
- Statistical analysis
- Conversion tracking without consent
Basic Measurement
Basic measurement without cookies:
- Page views without cookies
- Referrer information
- User-agent data
- IP address (anonymized)
- Timestamp of events
Tag Behavior Control
Control of tag behavior:
- Adaptive loading of tags
- Conditional execution
- Parameter changes
- Dynamic behavior
- Compliance with consent settings
Compliance Features
Features for compliance with regulations:
- GDPR compliance
- CCPA/CPRA support
- LGPD (Brazil) compliance
- Automatic update
- Documentation and reports
Reporting & Analytics
Reporting and data analysis:
- Conversions with and without consent
- Modeling reports
- Consent rate metrics
- Comparative analysis
- Data visualization
Types of consent in Consent Mode - Supported types of consent
- ad_storage Consent for advertising cookies
Influence: Google Ads, remarketing, conversions
Default: “denied” - analytics_storage Consent for analytical cookies
Influence: Google Analytics, measurement
Default: “denied” - functionality_storage Consent for functional cookies
Influence: Functionalities of the website
Default: “granted” - personalization_storage Consent for personalization
Influence: Personalized content
Default: “denied”
How Consent Mode works
- 1
Initialization
Consent Mode is initialized before the loading of Google tags. By default, all types of consent are set to 'denied'.
- 2
Display of the consent banner
The user sees the consent banner with cookies and selects their preferences for different types of cookies.
- 3
Update of consent
When the user makes a choice, Consent Mode is updated with the new settings.
- 4
Adaptive tag behavior
Google tags automatically adapt to the consent settings:
- With consent: Full functionality with cookies
- Without consent: Basic measurement without cookies
- Mixed: Partial functionality according to permissions
Advantages of using Consent Mode
- Compliance with regulations: Automatic compliance with GDPR, CCPA and other privacy laws
- Preservation of measurement: Basic measurement even without consent
- Improved user experience: Transparency and control for users
- Data recovery: Behavioral modeling recovers lost conversions
- Easy implementation: Integration with popular CMP (Consent Management Platforms)
- Future-proof: Automatic update when regulations change
- Improved marketing results: Better understanding of campaign effectiveness
Comparison: With and without Consent Mode
| Aspect | Without Consent Mode | With Consent Mode |
|---|---|---|
| Consent not given | ❌ Zero measurement, loss of all data | ✅ Basic measurement, modeling of data |
| Consent given | ✅ Full measurement | ✅ Full measurement |
| GDPR compliance | ❌ Manual implementation, risk of fines | ✅ Automatic compliance |
| Conversion data | ❌ Lost conversions without consent | ✅ Modeling for recovery |
| Advertising effectiveness | ❌ Incomplete data for optimization | ✅ More complete data for better results |
Behavioral Modeling in Consent Mode
Behavioral Modeling is a key function of Consent Mode, which uses machine learning to recover lost conversions when users do not give consent for cookies.
How Modeling works:
- Training data: Uses data from users who have given consent
- Prediction: Creates models for user behavior without consent
- Recovery: Predicts conversions based on available data
- Reporting: Shows the recovered conversions in reports
Requirements for Behavioral Modeling:
| Requirement | Description | Minimum level |
|---|---|---|
| Conversions with consent | Number of conversions from users with consent | 1,000 per month |
| Traffic without consent | Percentage of traffic without consent | Минимум 1% |
| Regional coverage | Data from the same region | Same region |
| Time period | Period for data collection | 7+ days |
Common mistakes and solutions
| Mistake | Problem | Solution |
|---|---|---|
| Missing default consent | Tags are loaded before consent is defined | Define consent before loading the tags |
| Incorrect configuration | Consent is not updated after user choice | Test the update of consent |
| Missing CMP integration | Consent Mode does not communicate with your CMP | Integrate with a compatible CMP |
| Mismatch with regional requirements | Same settings for all regions | Implement region-specific settings |
| Missing testing | Non-functional Consent Mode in production | Use Google Tag Assistant for testing |
Compatible Consent Management Platforms (CMP)
- OneTrust - Enterprise level, full functionality
- Cookiebot - Popular choice, light integration
- Quantcast Choice - Free, GDPR compliant
- Sourcepoint - Enterprise focus, extended features
- Usercentrics - Focus on UX, light integration
- Didomi - Flexibility, good documentation
- Consent Manager - Open source alternative
Criteria for choosing a CMP:
| Criterion | Importance | Notes |
|---|---|---|
| Compatibility with Consent Mode | ⭐⭐⭐⭐⭐ | Required for full functionality |
| GDPR/CCPA compliance | ⭐⭐⭐⭐⭐ | Main goal of using |
| Light integration | ⭐⭐⭐⭐ | Saves time and resources |
| Price and license | ⭐⭐⭐ | Important for the budget |
| Banner customization | ⭐⭐⭐ | Improves user experience |
Success metrics for Consent Mode
| Metric | Target value | How to improve |
|---|---|---|
| Consent Rate | 40-70% | Optimizing banner design and messages |
| Data Quality Score | > 80% | Correct configuration of Consent Mode |
| Modeling Coverage | > 50% of lost conversions | Increasing traffic and time for modeling |
| Compliance Score | 100% | Regular audits and updates |