Google Consent Mode has been around for a while - over two years to be exact. However, it had a niche existence for a long time because it was completely optional. This is now changing: Since March 2024, Consent Mode has been activated by default in Google Tag Manager. Consent Mode is a programming interface from Google that can be used to control the behavior of Google products such as Google Tag Manager, Google Analytics and Google Ads. If the user gives their consent for tracking with cookies via the cookie banner, this is stored in the Consent Mode variables. In this case, tracking codes such as those from Google Analytics or Google Ads can create cookies as normal. All of Google's advanced advertising functions can be used - including target group creation and remarketing.
The situation is different if the user rejects tracking. In the past, Google's tracking code was simply not executed at all, which meant that the traffic was simply not recorded in Google Analytics or Google Ads. With Google Consent Mode, the tracking code is still loaded, but no cookies are created and no personal data is sweden whatsapp resource transferred. Using Google Consent Mode, it is therefore possible to report data to Google Ads and Google Analytics despite rejecting cookie tracking - for example, visiting a page or submitting a contact form. From an advertiser's perspective, Consent Mode only has advantages, which is why we recommend that our customers set up Google Consent Mode (either the basic version or the extended version - more on that later).
These are the advantages of Google Consent Mode
The advantages of Consent Mode are obvious: While in the past nothing was tracked at all if users refused their consent to cookies, Consent Mode makes it possible to at least report page views and conversions. Unlike with "normal" tracking via advertising cookies, however, it is not possible to track the customer journey here. Remarketing is also not possible with Google Consent Mode. You are more likely to receive basic metrics about the performance of a subpage or a campaign.
With Google Consent Mode, Google is trying to close gaps in the customer journey. As already mentioned, only very basic information (so-called "pings") is sent to Google when users reject cookie tracking. Using data modeling and a suitable AI model, Google tries to use this basic information to anticipate what users would probably have clicked on if they had agreed to cookie collection. This is intended to close gaps in conversion tracking so that Google can still display meaningful data in Google Analytics and Google Ads.
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