PRIVACY

Consent Mode modeling &

setups
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Jaime Perujo Rafa Aguirre

Measurement & Attribution Measurement & Attribution
Specialist Specialist
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Agenda

● Consent Mode setups

● Modeling

● QA
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Consent
Mode Setups

Manual Implementation Steps
Add three lines of code alongside the standard gtag.js or Tag Manager snippet
1 2
Configure default tag
behavior
Call one line of code above your
standard gtag.js or Google Tag
Manager snippet to define
whether ad_storage and
analytics_storage should be
granted or denied when the tags
first run.
Developers may need to
dynamically adjust the values
based on consent from previous
pages
Update tag behavior
Call one more line of code when
consent is updated, e.g. after a
visitor grants or denies consent.
This allows your tags to “listen” to
the user’s consent choice when
clicking on the banner.
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3 4
[Optional] Unblock Tags [Optional] Enable URL Passthrough
Finally, unblock tags so that they can Check
“Enable
fire cookieless pings for unconsented Linking on all
users, respecting their consent status. page URLs”
in Google
This will help improve conversion Tag Manager
modeling accuracy. on your
Conversion
Linker Tag
Note: If you decide to block tags (i.e.,
not fire tags when the user does not
grant consent), it’s still beneficial to If enabled, gclid will be appended by your tags to
implement Consent Mode. You may be the URL. This line can be added above the snippet
eligible for conversion modeling, but it with the ‘default’ line or as part of the existing
will be less precise to snippet. Make sure to test to ensure this works
advertiser-specific biases well with your site.
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Consent mode tag behavior based on the user’s

consent status
Conversions reported
User converts
User provides consent normally

Google receives a consent ping w/

gclid, dclid, cookie ID, Google ID User does not convert No conversions reported

Attribution recovered by
User does not provide gs ed Conversion Modeling -
Ta ock
consent bl Consented + Unconsented
Un
User clicks on a Unconsented ping sent to Google; no User converts
Attribution recovered by
digital ad ad click identifier sent unless URL
passthrough enabled
Ta
Blo gs Conversion Modeling -
cke
Google Tags load d Consented Only

User does not convert No conversions reported

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ad_storage impact on Ads

ad_storage = granted ad_storage = denied + ad_storage = denied ad_storage = denied + ad_storage = denied + tag
Settings
url_passthrough = true ads_data_redaction = true blocked

IP Address IP Address IP addresses are used to derive IP country, but are never logged by our Google Ads and Floodlight systems
and are immediately deleted upon collection.

Full page URL, including ad click Full page URL, including ad Full page URL, including ad click Page URL with ad click
information in URL parameters click information in URL information if available. If no ad click identifiers redacted in Ads
Page URL parameters information is available, no products
GCLID/DCLID will be present

Cookies
Cookies previously set on Google /
Doubleclick domains; Conversion
cookies set on advertiser domain

Device IDs IDFA / IDFV or AdID n/a No IDFA / IDFV or AdId is collected n/a n/a
*app only

More observable data, less modeling Less observable data, more modeling

Full details available in the Ads Help Center; Across all cases, as part of regular HTTP / browser communications, pings may include: Functional Information: time stamp, user-agent, referrer Aggregate / Non-identifying
Information: random number generated on each page load, boolean indicating consent state, indication of whether the current page or a prior page in the user's navigation on the site included ad-click information in the URL
(e.g., GCLID / DCLID) Other fields set by the advertiser: continue to be sent normally (e.g., order_id, conversion value)
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URL Passthrough
If the GCLID (Google Ads) or Transient Token (Google Analytics) is passed directly via the URL,
same-session conversions can be recovered for unconsented users

GTM/gTAG Google Analytics

● Consent mode on the page ● Consent mode on the page

Requirements ● gtag/GTM enabled ● gtag/GTM enabled
● The URL includes a GCLID or DCLID ● Analytics_storage is disabled
from Google Ads or Floodlight ● User navigates within the same domain, to
the parent or to a subdomain
● Does not involve cookies
● Recovers same-session conversions for
Benefits unconsented users
● Provides higher quality modeling and
reporting

● URL Hygiene
Considerations ● Website Interference
● Data Splintering
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Easier Implementation with Consent

Management Platforms

*Consent mode is compatible with most consent management platform

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Modelling
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Consent mode brings accurate consent

rates & conversion rates

Unknown consent
10 users convert
10% Conversion rate reported
without Consent Mode (10/100)
100 users

70 users consent

10 users convert
14% Conversion rate reported
with Consent Mode (10/70)

Consent Mode will model for

100 users
30 declined consent
Modeling
xx% unconsented users using
conversion rate above as an input

Only with Consent Mode

*Google Ads & Floodlight only

Model Training time ~4 weeks
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Maximize the amount of conversions recovered

while meeting your business requirements
Recommended for most
accurate modeling

Modeled >70%
Modeled
Conversions
Conversions Of ad-click
-to-conversion
journeys lost due
to user cookie
consent choices
Observed Observed Observed
Conversions Conversions Conversions

Without With Consent Mode, With Consent Mode,

Consent Mode tags only fired for users who Firing cookieless pings for Illustrative chart only, observability and
recovery rates vary by advertiser
granted consent ad_storage or analtics_storage
= denied users
(Consent Mode adjusts the
behaviour of tags based on user
consent)
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Q&A
Thank you for
your Feedback!

Just 2 minutes
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Gracias
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Consent Mode: Settings Menu (Q1 2021)

● ad_storage = granted ● ad_storage = denied ● ad_storage = denied ● ad_storage = denied ● ad_storage = denied
● analytics_storage = granted ● analytics_storage = denied ● analytics_storage = granted ● analytics_storage = granted ● analytics_storage = denied
Settings ● URL Passthrough = true ● URL Passthrough = false ● URL Passthrough = false ● URL Passthrough = false
● ads_data_redaction = false ● ads_data_redaction = false ● ads_data_redaction = true ● ads_data_redaction = true

Deleted Deleted Deleted Deleted

IP address Collected Ads/Floodlight: collect & use to derive IP Ads/Floodlight: collect & use to derive IP Ads/Floodlight: collect & use to derive IP Ads/Floodlight: collect & use to derive IP
country, but not logged country, but not logged country, but not logged country, but not logged
GA: collects IP, can anonymize GA: collects IP, can anonymize GA: collects IP, can anonymize GA: collects IP, can anonymize

Consent Hashed
Ad-click Identifiers Recovered Redacted Redacted
Mode Collected
Ads: GCLID is passed in URL
Not logged in raw form.
For Ads & Floodlight only. For Ads & Floodlight only
(e.g., GCLID, DCLID, AUID) Typically stored in 1P cookies GCLID will only be used to not
Data GA: transient token is passed in URL
over-inflate measurement.
Does not apply to GA Does not apply to GA

Collected
URL
May include ad-click info in URL
parameters (e.g., GCLID, DCLID)
Collected
May include ad-click info in URL
parameters (e.g., GCLID, DCLID)
Redacted Redacted
Collected
Ads & Floodlight URLs with ad-click Ads & Floodlight URLs with ad-click
May include ad-click info in URL
identifiers are redacted identifiers are redacted
parameters (e.g., GCLID, DCLID)
Does not apply to GA Does not apply to GA

3P Cookies previously set on Disabled Disabled Disabled Disabled

Enabled
3P cookies are prevented from being 3P cookies are prevented from being 3P cookies are prevented from being 3P cookies are prevented from being
google.com, doubleclick.net May be read & written
sent in headers sent in headers sent in headers sent in headers

Cookie Disabled Disabled Disabled Disabled

Enabled
Usage 1P Advertising Cookies
May be read & written
No new ads cookies written, existing No new ads cookies written, existing No new ads cookies written, existing No new ads cookies written, existing
ones will not be read ones will not be read ones will not be read ones will not be read

Disabled Disabled
Analytics Cookies Enabled Enabled Enabled
No 1P analytics cookies will be written or No 1P analytics cookies will be written or
May be read & written May be read & written May be read & written
read read

Across all cases, as part of regular HTTP / browser communications, pings may include:
● Functional Information: time stamp, user-agent, referrer
● Aggregate / Non-identifying Information: random number generated on each page load, boolean indicating consent state, indication of whether the current page
Standard Data or a prior page in the user's navigation on the site included ad-click information in the URL (e.g., GCLID / DCLID)
● Other fields set by the advertiser (conversion pings): continue to be sent normally (e.g., order_id, conversion value)