Google launches new tools to enhance first-party data management

Google today announced the release of two new tools designed to help businesses strengthen their first-party data strategies in response to evolving privacy regulations and technological shifts. The tools, Tag Diagnostics and integrated Consent Management Platform (CMP) setup, aim to simplify consent management and improve measurement accuracy for advertisers.

Tag Diagnostics, now available globally, provides a comprehensive view of account health within Google Tag Manager, Google Ads, and Google Analytics. This in-UI feature alerts users to potential issues that may impact measurement and offers guidance on resolving them. According to Google's announcement, Tag Diagnostics monitors website measurement setups and identifies problems such as:

1. The need for a conversion linker tag to connect ad data with on-site user actions
2. Incorrect ordering of commands in website code
3. Missing Google tags on owned websites or pages

The tool is designed to streamline the process of viewing measurement readiness, enabling businesses to build and activate their first-party data more effectively.

In addition to Tag Diagnostics, Google is launching an integrated CMP setup solution. This feature, which is being rolled out gradually over the next few weeks, aims to simplify the deployment of consent banners and consent mode implementation. The integrated CMP setup works directly within the Google tag user interface in Google Ads, Google Analytics, and Google Tag Manager.

The new setup process offers several benefits:

1. In-product guidance with instructions tailored to specific setups
2. Seamless integration with various CMP providers
3. Simplified banner installation, either manually or through Google Tag Manager

Google has partnered with four CMP providers for the initial launch:

1. consentmanager
2. Cookiebot by Usercentrics
3. iubenda
4. Usercentrics

These fully integrated CMPs allow users to create consent banners and implement consent mode directly within the Google tag user interface, significantly reducing the complexity and time required for setup.

The introduction of these tools comes in the wake of updates to Google's consent mode API earlier this year. Those updates added two new parameters, providing users with more control over consent collection. The latest features build upon this foundation, addressing the need for additional tools to preserve accurate measurement and streamline consent management.

Christophe Combette, Director of Product Management at Google, stated in the announcement that these new tools represent a continuation of Google's commitment to helping businesses thrive in a first-party data-centric environment. As the digital advertising industry continues to evolve, Google plans to invest further in solutions that empower companies to gather, understand, and activate their customer data effectively.

For businesses already using a CMP, Google provides guidance on implementing consent mode through the integrated CMP setup feature. Those without an existing CMP can sign up for one of the supported integrated partners directly from their Google account.

Google also addressed potential issues with CMP recognition during the setup process. If a user's existing CMP or Content Management System (CMS) is not recognized when entering the website URL, Google recommends proceeding with the integrated CMP setup by selecting the appropriate CMP from the provided list and following the instructions.

Regarding consent setting overrides, Google clarified that users who have confirmed their default consent settings are working correctly using Tag Assistant do not need to use the new control. However, if implemented, the new control will override existing default settings, and consent will only be denied for events sent from the tag where defaults are configured in the account.

Key facts from the announcement

• Tag Diagnostics is now available in all accounts globally
• Integrated CMP setup is rolling out to all accounts globally over the next few weeks
• Four CMP partners are initially supported: consentmanager, Cookiebot by Usercentrics, iubenda, and Usercentrics
• The tools are accessible through Google Tag Manager, Google Ads, and Google Analytics
• These features aim to simplify consent management and improve measurement accuracy in light of changing privacy regulations
• Google plans to continue adding new diagnostics capabilities to Tag Diagnostics
• The integrated CMP setup is designed to foster trust and transparency with users in the European Economic Area (EEA)