Data insights
8. juli 2023
What is Google Consent Mode?
Google Consent Mode is an important tool for understanding your users’ behaviour on your website, even when they have not accepted cookies. This guide will take a closer look at what it is, how it works, and how you can get the most out of it.
What does it do?
Google Consent Mode is a feature that allows websites to run Google Analytics and Google Ads tags even when users have not given consent for cookies or marketing scripts. This may seem like a breach of the rules, but this is where Google Consent Mode comes into play—it ensures that no data is stored that is not permitted.
Instead of tracking personal data such as IP addresses and UTM codes, Consent Mode tracks anonymous data such as page views. This data is “gappy”, meaning it is not complete, but by comparing it with data from users who have accepted cookies, Google can form a reasonably accurate picture of what non-consenting users have done on your website.
Who is it relevant for?
Google Consent Mode is particularly relevant if you use cookie consent on your website and would like more data to improve your tracking and your business overall. If 20–30% more data will make a significant difference to your business, it is worth considering implementing Google Consent Mode.
It is a relatively small intervention compared to server-side tracking, which is why it is often a good investment. In addition, many still do not take advantage of this feature, so it can give you an edge over your competitors.
How do you implement it?
Setting up Google Consent Mode is not as complicated as it may sound. First, you need to set up a Consent Management Platform (CMP), such as Cookiebot, via Google Tag Manager. Then you need to enable a feature so Consent Mode can run.
It is also crucial to find someone skilled enough to check whether it is working correctly. If you are not sure how to do this, it may be a good idea to hire an expert to help you.
Is it compliant with GDPR?
Yes, Google Consent Mode is compliant with GDPR. Although it allows tracking of users who have not given consent for cookies, it ensures that no personal data is stored, which is in line with GDPR requirements.
Conclusion
Google Consent Mode is a powerful tool that can give you a better understanding of your users’ behaviour on your website, even when they have not accepted cookies. By implementing it correctly and using the data it provides, you can improve your tracking and your business overall.
