The competitive advantage of Consent Mode

Consent Mode is a solution for website operators to adjust the behaviour of Google tags on their websites and obtain explicit consent from individuals for the collection, use, and sharing of their personal data. This can build trust with customers and potential customers, as they know their data is being handled responsibly and transparently. Additionally, obtaining explicit consent for data usage can help businesses avoid potential legal and regulatory issues related to Data Privacy.

The value of data

Companies need to comply with Data Privacy laws, and they need user data to better understand their customers, target their marketing efforts, improve their services, and make informed business decisions. And that is why Consent Mode bulletproofs this strategy. It enables websites to get over 70 percent of data back for advertisers, which is a competitive advantage for what we discussed above and also to gain conversion insights for those who do not provide consent.

With Consent Mode, companies can use GTM (Google Tag Manager) to manage the consent process. Additionally, Consent Mode allows companies to manage the tags that are loaded on the website based on user consent, which will enable them to comply with regulations that require them to stop collecting data when users do not give their consent.

User trust is key

Building and maintaining user trust is becoming increasingly critical to companies' success, and transparency is a big part of that. It is crucial for companies to maintain compliance, protect their reputation, retain customers, foster innovation, grow their business, and increase brand loyalty. Being transparent about Privacy Law requirements and why you're asking for users' data is a key part of that.

Google Consent mode enables website owners to:

  • Show a customizable consent message to visitors, asking them to agree to the collection and processing of their data;
  • Obtain explicit consent from visitors before collecting and processing their data;
  • Control which data types are collected and processed based on the visitor's consent;
  • Track and monitor the number of users who have given their consent;
  • Update the consent settings if there is a change in their compliance needs.

Without Consent Mode, companies would have to manually add code to their website to obtain user consent, which can be time-consuming and error-prone.

Things to consider before jumping into Consent Mode

Consent Mode can interact with a website's Consent Management Platform (CMP). This software collects and manages each visitor's consent or non-consent to the installation of cookies on their browser and the processing of their data. CMPs also allow website owners to comply with the "right to be forgotten" and "right to data portability" regulations by providing the users with the ability to withdraw their consent and also the ability to export their data. A CMP's choice depends on the company's specific needs, and it should be evaluated accordingly.

Some examples of CMPs include OneTrust, Cookiebot, Usercentrics and Quantcast Choice.

How to implement Consent Mode?

#1 Create a Google Tag Manager account and container for your website;

#2 Create a new tag for the Google Consent Mode in the container using the built-in template;

#3 Configure the tag settings to match your website's Privacy Policy and cookie usage. Specify how tags should behave before a visitor sets their consent status and also how the tags should modify their behaviour according to the visitor's consent status once it has been set;

#4 Add the Google Tag Manager code to your website's header and body;

#5 Integrate your CMP with Google Tag Manager by creating a custom variable that retrieves the user's consent state from the CMP and passes it to the Google Consent Mode tag;

#6 Add the Google Consent Mode API library to your website;

#7 Update your CMP to handle the consent banner's display and user consent.

Consider this a general overview, and the steps may vary depending on the choice of the CMP provider.

Now that you know everything about Consent Mode, Scalyng is here to smooth the setup for your company's website. One more way Scalyng provides the solutions to help your online business reach the next level and stay one step ahead of ever-changing legal and technology needs.