How to configure GTM Consent Mode?

Using GTM Consent Mode requires cookie banner or Consent Management Platform widget deployed in the page that will take care of accepting user consent and pushing that information in appropriate format to GTM DataLayer.

This guide assumes that part is done and instead focus on how to configure GTM tags to adjust their behaviour depending on user consent.

In this example we will configure tags related to Facebook Pixel but the same steps are required to configure any tag.

Enable consent overview

First thing to do is to enable "consent overview" setting in GTM workspace. "Consent overview" screens allow to quickly review if all tags were configured to change their behaviour depending on the user consent.

In order to enable it, navigate to your web container, admin section and then click "Container Settings":

Then at the bottom of next screen check "Enable consent overview" and click Save button in top right:

2. Identify Tags to configure

Now we can use the new "Consent Overview" feature. Go back to Workspace tab, select Tags and then click a new UI button with shield icon - this will open the overview screen:

Let's have a quick look at this new screen. It shows tags grouped in two tables:

  • Consent Not Configured

The most important information within those tables is presented under two columns:

  • Built-in Consent
  • Additional Consent

Built-in Consent means that given tag has some privacy oriented logic embedded and even if it's not configured at all yet it will already adjust it's behaviour depending on the user consent state. This means things like not writing to and reading from cookies and sending 3rd party calls without user identifiers.

Additional Consent is somewhat simpler and it works like additional required trigger. It means that given tag will only fire if specified consent types are set to "granted" by the user.

Reviewing this information allows us to make a decision which tags should be configured. In this example we will change consent settings for all FBP Tags, let's select them and then click shield icon with little gear which will take us to the consent settings of selected tags:

On this screen we can make a decision how to adjust consent settings for selected tags, it be one of 3 options:

  • Not set - no change in this case
  • No additional consent required
  • Require additional consent for tag to fire

In our example we want to only fire Facebook Pixel tags to fire when ad_storage consent is granted:

When we save new settings we will be redirected to the "Consent Overview" screen, but after the change our FBP tags moved to the "Consent Configured" table with ad_storage added to "Additional Consent" column:

Another place to verify this change is to navigate to Workspace and check one of the modified tags, on the changes preview page we can see that Additional Consent Checks were modified:

Once we are happy with the modification we can publish it:

Once those checks are live, proper GTM Consent Mode is required to make them fire. If no consent state is pushed to DataLayer those tags won't ever fire.

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