Google Consent Mode is a new API (Application Programming Interface) built to meet advertisers' needs around managing and optimizing their ad campaigns. It allows businesses and advertisers to continue collecting data on their campaigns and website traffic, even when a user has declined cookies, while still respecting their personal data.
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How does it work?
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Consent Mode uses 2 new tags (ad_storage and analytics_storage) that adjust based on whether the user has given consent or not.
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If the user has accepted cookies, the tags work normally. If they have declined, Consent Mode uses Pings to indicate that events have occurred.
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There are 3 types of Pings:
- Consent state Pings: sent from each page visited by the user where Consent Mode is implemented.
- Conversion Pings: sent to indicate that a conversion has taken place.
- Google Analytics Pings: sent on every page of a site where Google Analytics is implemented and when events are recorded.
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Pings do not provide data about individual visitors, but they make it possible to track conversions and site traffic.
Google products compatible with Consent Mode include:
- Google Ads
- Google Analytics
- Floodlight
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What data can I receive if the user has declined cookies?
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- The time and date of the visit to the website,
- The user agent (whether users are visiting your website),
- The referral sources users are coming from,
- Redirect information in URLs,
- Consent state information
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Why use Consent Mode?
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Implementing Consent Mode is essential to comply with GDPR standards while continuing to measure and analyze your campaigns effectively, all while respecting user privacy.
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Want help managing your Google Ads, or your digital marketing strategy more broadly? Feel free to reach out!
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By Clara Magnin
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