- Welcome back to our fourth part in our little series
to connect your cookie consent banner
with Google Tag Manager and fire your tags accordingly.
Now in the last few lessons,
we have already wrapped up how we can fire our tags
based on consent, but there's actually a mode
inside of the Google tags, so Floodlight,
Google Ads, and Google Analytics,
that we would be able to tap into
to utilize a special feature called Consent Mode.
Now, before we get started,
if you have not yet followed along with all our videos,
you can head over to measureschool.com/consent
where we have the full training for you ready over there
and you can watch it through in one go
as well as some downloads and resources
to deepen your knowledge over there.
Now let's talk about our last topic, the Consent Mode.
All right, welcome back.
In this video we're gonna talk
about how to utilize the Consent Mode for your Google tags.
So what is Consent Mode all about?
It's a way to adjust your Google tags,
so this is only for Google tags not for Facebook and so on,
based on the consent that the user has given
and how your tools, such as Analytics or Ads,
react to the information that is now being sent through
and there different kind of consent status pings
that are happening for your Google tags,
this also includes Floodlight, by the way,
to know which information can the tool actually use.
So if you go down here, you see the ad storage is granted,
the analytics storage is granted.
What happens with that data?
What actually gets transferred if the ad storage is denied,
what data gets transferred?
And then we have different other settings here
that might influence how Google Analytics
handles the data that has been received.
I don't wanna get too deep into what this actually does.
There are a lot of implications of this
and the usefulness is sometimes still open
in some people's mind, but nonetheless,
I wanna show you how you can utilize these kind
of different Consent Modes with Google Tag Manager
and what we have built.
So right now, no data is sent to Google Analytics
or to Google Ads if the user didn't give us consent.
So on the first page view, no data is transferred
unless the user clicks that Okay button,
but with the Consent Mode,
we can actually send some of the data over
Google Analytics will decide what to actually do with it.
So how can we set this up?
Well, when Google Tag Manager
can take our Google tags right here and look into them.
So Google Analytics 4 and when we go down here,
we actually see that there are built-in consent checks
that are already running although we have created
a additional consent check right here
and this is really about the consent that is
in the Consent Mode already and it will fire the tags
even if no consent has been given,
but in a different format.
So what we can do is to click on Not Set here
for this GA4 tag and actually Google Ads Conversion Linker,
for example, has the same settings.
It will check for ad storage.
We can click on Not Set here, same for the remarketing tag.
Again, if you don't see this built-in consent checks,
then the tag is not eligible
to actually do the same behavior
as the Consent Mode intended to.
So for example, if you go here to LinkedIn,
there are no additional built-in consent checks.
So right now it seems like,
"Hey, these tags will always fire,"
which is kind of the case, but we see here
that consent has been configured for these two tags.
Google Analytics 4 and Google Ads have not been configured
although we see here,
they are built-in consent checks as well.
So let's go ahead and try this out
and see what actually happens.
We're gonna go to preview here
and well, let's open up the developer tools
and look under applications to delete the Klaro cookie.
So we actually get our desired form.
So here now, we have our consent banner
and if we look into container loaded,
we see our tags fire normally on the page.
The only difference that we don't really have
too much visibility about, but what we can see.
So when we go into the network tab right here,
we see all the requests that get sent
over to our tools like Google Analytics.
Right here, there's a collect call
and here, we can read a special kind of parameter
which would tell Google Analytics, "Don't use that data
because consent has not yet been given."
In this parameter is the GCS parameter
that you see right here and it says GCS=100.
We can actually also
look into our Google Analytics Debugger
if you have that installed.
Gonna reload the page
and here you should should see the GCS parameter
that is currently at 100, G100.
G100 means that no consent has been given yet
and theoretically, that data that gets sent over
should not be used for measuring.
It gets sent over, but it's not being used
by your interface.
You would actually not see something
inside of Google Analytics.
Now what happens if I now say this is okay?
Let me make this smaller and click that's okay.
We, obviously, fire another Google Analytics tag
and now GCS is set to G111,
which means all the permissions have been given.
We have permissions for the ad storage
and we have permissions for the analytics storage itself.
Also our Google Ads tags fire accordingly and so on.
Unfortunately, there is no way right now
to see what consent has been given
other than looking into the parameters here
and seeing, "Okay, there is a GCS attached to it."
You can do the same for Google Ads.
If you look at ads here,
that's normally the conversion async right here.
So conversion, it would be this one, yeah, double click.
We look for the double click call.
So double click
and here we have our double click call
view through conversion and here as well,
we should have somewhere GCS.
Now, you should be able to do the same thing
for the Google Ads calls.
We'll go over to network here
and we simply going to put in GCS.
That should give us, well, this is just
a Google Analytics code.
Let me reload the page here.
No, Google Consent, this one, GCS, right?
And we see here this going over to LinkedIn,
but here we have Google Analytics
and here we have double click.
These are the double click calls
that go out for Google Ads
and here we have also GCS 111.
So the consent has been given right here.
There are different other consent states.
So there's G100 that we already saw.
Then there's G101 and that can be triggered by,
let me delete the cookies here
and this time we'll choose
and now we are going to just give Analytics access.
So we should see in our network tab here,
we have now GC101, which means analytics storage
has been granted, but not the ad storage has been granted
and now we can choose the last case
and this is the case of just the marketing
that has been granted, but not the analytics storage.
So it's gone the network here and look into this.
This is G110.
All of these are corresponding
to how Google Analytics will react
when they see these parameters.
Again, you can read about how Google Analytics,
actually what they do with this information
in this hub article as well.
A few things to mention as well
in the Consent Mode settings,
we can choose here to pass ad click information
through to URLs and we can redact ads data as well.
Again, these are corresponding to the settings
inside of the Consent Mode that you can check out as well.
What this does to your data.
Again, some of this, like ads,
data redaction through is a bit vague.
Google Analytics will you use that data
in their machine learning, but make it not identifiable.
So it might be safer for privacy reasons
although this must be checked with your local jurisdiction
if this is actually something that would make it safe
to send over to Google itself.
Nonetheless, Google gives us these settings.
They're only built in for their own tags,
such as Google Ads, Floodlight, and Google Analytics
and for any other ads tags that you might have running,
you still need to go the traditional route
of blocking them from firing.
So the data doesn't get transferred
if the user hasn't given consent yet.
So this is how you can utilize the Consent Mode
together with your setup of Google Tag Manager
if you choose to do this for your Google tags.
All right, so there you have it.
Now you should be able to use Consent Mode as well
with Google Tag Manager.
We came to the end of our series right here.
We have installed our cookie consent banner.
We have made it work with Google Tag Manager.
Triggered our tags accordingly
and also talked about the new Consent Mode in this video.
Now this is obviously an evolving topic.
On the one hand we have technology.
Google tag manager is moving forward,
making it easier for for us to handle consent.
On the other side,
we have privacy laws that are also evolving.
So if you wanna keep up to date,
you should definitely subscribe to our channel
or check out also this video
where I'm going to give my opinion
about if Google Analytics is actually dead.
Now, my name is Julian.
See you on the next one.