Personalising user experience and understanding user behaviour allows companies to effectively measure online campaigns and monetize ad revenue. Thanks to the Didomi Google Consent Mode integration, you can achieve greater insights into your conversion data while respecting user choice when using Google Ads, Google Analytics, Floodlight or Conversion Linker. Continue reading to find out how.
WEBINAR Oct 12th: Google Consent Mode, a Q+A with Didomi & Google
Didomi and Google are participating in a joint webinar on Oct 12th to discuss Google Consent Mode! It will be hosted by Namrata Chakrabarti (Global Product Lead at Google), Kate Shoda (Global Product Lead at Google) and Antonio Anguiano (VP Product at Didomi). They will answer questions such as:
What is Google Consent Mode + why does it matter?
For advertisers, Google Consent Mode serves as a link between data privacy and digital advertising by adjusting the behavior of Google tags to the consent status of your users.
Many companies wish to provide a personalized online experience and understand where people are converting, in order to effectively measure online campaigns and monetize ad revenue.
However, data-protection authorities in Europe require many businesses to obtain consent from users on their digital properties for activities related to advertising and/or analytics—impacting advertisers’ understanding of user behaviour.
Google Consent Mode is an API that lets your website make all of Google’s services run based on user consent. Essentially, whether or not a user gives their consent determines how Google’s tags and scripts are triggered on your website.
As such, your website’s analytics and marketing can run seamlessly based on each specific user’s consent choice.
So, there are two different possibilities.
Option 1 - The user gives their consent
When consent is granted, Google tags and measurement tools work as normal. Conversions are reported and ads cookies are used, allowing the company to better understand user behavior.
Option 2 - The user does not consent
If a user does not consent, the relevant Google tags will adjust accordingly. Analytics will not read or write ads cookies, as consent has not been given. Optional features that rely on Google signals will be automatically disabled.
This way, publishers can obtain insights about campaign conversions and other data, whilst always respecting user consent choices for ads cookies and analytics cookies. This is a win-win situation that will allow publishers to optimize and improve ad monetization.
The Didomi and Google Consent Mode integration
The Didomi Consent Management Platform perfectly integrates with Google Consent Mode to provide one all-encompassing platform where users can make their consent choices, and publishers can manage that consent.
It’s a seamless process :
Users make their consent choices on the Didomi consent banner as normal.
The Didomi CMP indicates to Google via Google Consent Mode whether consent has been granted for Analytics and Ads cookies.
Google's tags will dynamically adapt, only utilizing tools for the specified purposes when consent has been given by the user.
When consent for ad storage or analytics storage is denied, the associated Google measurement functions deployed via global site tags (gtag.js) or Google Tag Manager will adjust their behavior accordingly.
All Didomi customers can enable Google Consent Mode via the integrations vendors property in the Didomi Console.
Thanks to the Didomi Google Consent Mode integration, Didomi clients can achieve greater insights into their conversion data while respecting user choice when using Google Ads, Google Analytics, Floodlight or Conversion Linker.
What does this mean for advertisers and users?
Ultimately, this is a win-win solution for advertisers and users.
Users have the data rights they deserve
From a user point of view, they have the data rights they deserve. They can choose whether to opt-in or opt-out, and are in charge of the data they choose to share.
Users are faced with an easy and clear choice on the Didomi consent banner: they simply have to click on either “Accept” or “Reject”. The CMP then automatically transfers the consent status to Google via Google Consent Mode - all the user has to do is sit back and relax, safe in the knowledge that their data is not being exploited!
Advertisers can continue to measure conversions
From an advertiser point of view, this integration also represents the best of both worlds.
Google Consent Mode bridges the gap between data privacy and digital advertisement by making sure that your website’s analytics and marketing can run seamlessly based on each specific user’s consent choice.
Advertisers are still able to obtain invaluable insights and statistics about campaign conversions and other data. They are able to optimize and improve ad monetization, without undermining the data choices of their users.
This is a big step forward for the industry, a move towards putting user choice at the heart of data usage, without sabotaging publisher monetisation efforts. For this reason, Didomi is proud to have integrated Google Consent Mode, in the aim of helping companies to place customer consent at the core of their strategy.
For more information, do not hesitate to contact us.