1. Naše služby
digitálního marketingu
Consent mode od začátku po
funkční nastavení v GTM
(Consent mode - from zero to hero)
Measure Camp 2023
Michal Blažek
Marketingmakers.net

2. Consent mode
Did user consented?
Full data processed as
usual
Data are used only for
modelling in GA4
Anonymous hit sent to
BigQuery
Full hit sent to
BigQuery
Data sent to marketing
pixels
Limited or no data sent
to marketing pixels

3. Anonymous hit in BigQuery

4. Modelling in GA4

5. GA4 data modelled vs. BQ data
Works pretty well
But you should always verify against
BigQuery - especially when event has
low data.

6. Three options of settings
1. Developer (or cookie consent solution) set-up gtag default and update on the
website. - example described here
2. Developer send dataLayer and we set-up consent mode default and update in
GTM - my ❤ solution
3. Combination of these two - cookie consent solution set-up a gtag and send
dataLayer push to inform marketer.

7. 1st - GTAG
IMPLEMENTATION

8. Pros and cons
Pros:
??
Cons:
Limited control
Developer usually forget to send
update event

9. 2nd- DATALAYER OR
GTM IMPLEMENTATION

10. Pros and cons
Pros:
Full control
Can fix problems
Better implementation with known cookie bar solutions
Cons:
My responsibility :)

11. Practical consent mode implementation in GTM with Orestbida
cookie bar & Simo Ahava gtag template
https://orestbida.com/demo-projects/cookieconsent/
+
https://tagmanager.google.com/gallery/#/owners/gtm-templates-simo-ahava/te
mplates/consent-mode
https://webova-analytika.cz/mc23.html
Possible enhancements for Facebook and Sklik consent mode

12. Default
window.dataLayer = window.dataLayer || [];
windows.dataLayer.push({
"event": "dl.ready",
"consent_state": {
"functionality_storage": "granted",
"ad_storage": "granted", // or"denied"
"analytics_storage": "granted",
"personalization_storage": "granted"
}
// you can use this for other info like content type, user-id
etc.
});

13. Update
window.dataLayer = window.dataLayer || [];
windows.dataLayer.push({
"event": "consent_updated",
"consent_state": {
"functionality_storage": "granted",
"ad_storage": "granted", // nebo "denied"
"analytics_storage": "granted",
"personalization_storage": "granted"
}
});

14. Tip: Find out the source of consent data
If cookie data is used - check if cookie is set-up before the update
Do not send another pageview after consent to avoid duplicates (send some
consent_update event). Pageview event will be tracked automatically if config tag
contains it.

15. 3rd - DATALAYER OR
GTM IMPLEMENTATION

16. Typical for cookie consent solutions, e.g. Cookiebot

17. Typical for cookie consent solutions, e.g. Cookiebot

18. You should not fire your tags earlier

19. Additional settings and its limitation

20. URL passthrough

21. IS IT IMPLEMENTED
CORRECTLY?

22. Google Analytics Debugger

23. Anonymizovaný hit v BigQuery
https://region1.google-analytics.com/g/collect?v=2&tid=G-1BMET4RT0X&gtm=45je3960&_p=17
43440513&_dbg=1& gcs=G100&cid=1117849778.1694185659&ul=cs-cz&sr=414x896&uaa=&uab=&uafvl
=&uamb=0&uam=&uap=&uapv=&uaw=0&_s=1&sid=1694185658&sct=1&seg=0&dl=https%3A%2F%2Fwebova
-analytika.cz%2Fmc23.html&dt=Co%20nem%C4%9B%C5%99%C3%ADte%2C%20to%20nekontrolujete%20-
%20Webov%C3%A1%20analytika.cz&en=page_view&_fv=1&_nsi=1&_ss=1
https://region1.google-analytics.com/g/collect?v=2&tid=G-1BMET4RT0X&gtm=45je3960&_p=21
20710712&_dbg=1& gcs=G111&cid=1047033452.1689931940&ul=cs-cz&sr=414x896&uaa=&uab=&uafvl
=&uamb=0&uam=&uap=&uapv=&uaw=0&_s=1&sid=1694185658&sct=1&seg=1&dl=https%3A%2F%2Fwebova
-analytika.cz%2Fmc23.html&dt=Co%20nem%C4%9B%C5%99%C3%ADte%2C%20to%20nekontrolujete%20-
%20Webov%C3%A1%20analytika.cz&en=page_view
https://developers.google.com/tag-platform/security/guides/consent

24. QUESTIONS? IDEAS?

25. Marketing Makers - “Co nemůžete změřit, raději nikdy nedělejte!
Author:
Michal Blažek, michal@marketingmakers.net, 728 729 312
Marketing Makers s.r.o., Dolní 105, 580 01 Havlíčkův Brod
IČ: 04174836, DIČ: CZ04174836
MarketingMakers.net | Facebook | Twitter

26. YOU GIVE DATA
WE GET RESULTS