By Luís Daniel Rijo — May 13, 2021

Google to introduce Consent Mode directly in Google Tag Manager

Consent Mode was launched in beta, in September, last year. Consent Mode enables advertisers to tag their websites for European users that do not give their consent.

Google today announced that it will soon enable advertisers to implement Consent Mode directly from Google Tag Manager.

According to Google, advertisers will be able to modify and customize tag behavior in response to users' consent preferences.

Vidhya Srinivasan, VP/GM Buying, Analytics, and Measurement, at Google Ads, wrote that When users don't consent to cookies, Consent Mode will use conversion modeling to recover, on average, more than 70% of ad-click-to-conversion journeys, ensuring that you continue to measure the complete performance of your media in a privacy-safe way.

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