For years the advancements in the digital economy have allowed advertisers and marketers to thrive. Previously, non consented user’s data was utilized for marketing purposes without any restrictions. As of now, taking consent is important, google consent mode is one such advancement that ensures privacy terms.

In this whole scenario using unconsented user’s data can result in heavy fines and legal implications. Plus, what happens if the user denies the consent. A new solution that might help the advertisers and marketers in this regard is Google Consent Mode.

Seers here is proud to launch Google Consent Mode with Seers Consent Management Platform. It is an easy solution for advertisers and marketers. With Google Consent Mode, your website will be able to make all Google services work in one easy way: premised on your end-user’s consent.

But what is Google Consent Mode and how does it work, and how it can serve you. Keep on reading Seers article because we are going to tell you all.

What Is Google Consent Mode?

It is a new API that offers more flexibility about how cookie consent management can be used together with Google products.

It is how a website can measure conversions and get insights into analytics using Google Analytics, Google Tag Manager, and Google Ads while respecting user’s consent choices for analytical and advertising cookies.

This means that you can now preserve conversion measurement efficiently while your tags acts in a consent-aware manner.

Not jeopardising the user’s privacy at the same time providing vital insights for advertising and marketing purposes. How does it work anyway?  Well, Seers is explaining this all to you.

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How Does Google Consent Mode Work?

Google Consent Mode uses two tags. And the process is given below:

Two Tags:

The two tags used by GCM are:

  • Ad storage Tag
  • Analytics Storage Tag

Analytics _Storage:

Analytics storage tag setting of Google Consent Mode controls the statistics cookies on your website based on the end-user’s consent. Thus, making Google Analytics modify its data collection based on the granular consent of every individual user.

The magic of GCM here, which makes it unique, is that if users don’t consent to statistics cookies, your website will still receive aggregate and non-identifying basic measurements and modelling data. Such as :

  • User’s agent (whether or not user landed on your website)
  • Timestamps (frequency of visits to your website)
  • Ad click info (whether user’s history involves ad-click information in URL)
  • Referrer(how the user landed on your website) 
  • Random number per page load.


With the ad_storage tag, the Google Consent Mode controls the website’s marketing cookies following the end-user’s consent status.

For instance, if a user’s consent is not received, the GCM complied with GDPR would ensure that all marketing based Google tags modify their behavior by halting the use of cookies.

In this manner, your website based on anonymous data will show a contextual advertisement rather than a targeted advertisement.

GDPR Complied:

  • It ensures that the website notes and measures a specific campaign’s conversions on the aggregate level. Instead of noting it on an individual user level. Thus, making sure that you get your website’s marketing insights in a fully compliant GDPR way.
  • In addition to this, it allows Google tags to alter their behavior if the user later changes their consent state.
  • Allowing the Google Tags to change their behavior based on the location.

Google Consent Mode With Google Ads:

The ad_ storage Tag in GCM controls the cookie behavior for advertising, including conversion measurement, which helps advertisers engage their efforts and resources in the best possible way.

For example, someone visits your website and makes a conversion and accepts your cookies, including marketing cookies in your cookie consent banner or pop up. The process is normal.

 But if the visitor rejects the cookie consent, the ad storage tag will de-activate any marketing cookie. With the aid of GCM, you will still receive data on conversions but at a more aggregated level.

Google Consent Mode With Google Analytics:

The GCM works in collaboration with Google Analytics.

It is also highly dependent upon users consent. If a user does not consent, then Google Analytics will not read or write the ads cookies, meaning the feature relaying on Google signals, for instance, remarketing, will be disabled.

But via your cookie consent banner, pop-up etc., if the user accepts the analytics or statistics cookies, then well and good.  If not, then cookieless pings are sent to Google analytics for modelling purposes and basic measurement.

Here data will be aggregated and will only give information about the number of visitors and pageviews. So that the data cannot be used for retargeting purposes.

What Services Does Google Consent Mode Provide?

GCM supports several Google products:

  • Gtag
  • Floodlight
  • Conversion Linker
  • Google Analytics
  • Google Ads

Seers Consent Management Platform With Google Consent Mode In Compliance With GDPR:

It is an open API that enables the website to run all the Google services like Google Analytics, Google Ads, Google Tag Manager, etc. Based on the consent of the end-user in combination with Consent Management Platform (CMP) like Seers.

GCM provides you with aggregate and non-identifying insights into the performance of your website. Such as Time Stamps, User Agents, including Referrers and other basic requirements for modelling.

With Seers Cookie Consent Management Google Consent Mode, you can govern your cookies, user consent, and Google Analytics in secure and non-personalized ways. By complying with GDPR, LGPD, PECR, CCPD and ePrivacy.

  • Manages Consent for all Google services
  • Plug and Play Compliance
  • More sustainable internet earnings
  • Contextual ads based on anonymous data

The Seers Consent Management Platform gathers prior users consent for the processing of personal data. Your website can further utilize this consent to permit GCM to run all the website’s preferred Google services.

Does your website manage “Consents“legally.