How Google Analytics’ consent mode helps entrepreneurs keep compliant

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PHOTO: Jan Antonin Kolar | spray out

Privacy regulations have brought consumer consent to the fore for marketers and consumers alike. Google introduced a beta feature in Google Analytics last fall, Consent Mode, to help marketers manage the consent a consumer gives to a particular website or app. The consent mode works via Google tags, which trigger different website behavior based on the consent of any visitor.

This is how the consent mode of Google Analytics works

The consent mode in Google Analytics works as a JavaScript field value pair in the gtag.js analysis tag that is added to each page. It contains two field-value pairs, a default when the page is loaded and a consent field-value pair that is supposed to work after the user has given his / her consent.

The following image from the Google Analytics developer page shows where the field-value pairs appear in the script.

The analysis is positioned at the top of the page with the default field-value pair included. The second field-value pair, positioned further down in the code, is the consent-field-value pair, which is triggered by the user’s consent button.

Marketers can instruct developers to set the values ​​for the two types of fields available: ad_storage to protect privacy for digital ad campaigns and analytics_storage to customize measurements for privacy. The values ​​determine whether Goggle Analytics sets cookies for advertising – “denied” for any cookie that has been created and “granted” for the cookie setting.

So what actually happens when a person visits a website? A page loads after the person has reached a certain URL, which triggers the analysis tags with the default field-value pair. Next, the consent dialog pop-up banner will be displayed. When the visitor indicates their consent choice by clicking the consent button on the banner, this triggers the consent field-value pair and inserts the value ad_storage, analytics_storage, or both as set.

It should be noted that regardless of the setting, the analytics tags will still collect click information from the parameters attached to the URLs in digital ads, social media posts, QR codes and other media. The main purpose of the hiring is to match the user’s consent to privacy on a website or web app with the functionality of digital marketing campaigns that the website or app is involved in.

Related article: How to Turn Privacy and Compliance Regulations into a Buyer Benefit

More granularity with the consent mode

Developers can customize other elements in consent mode to improve the functionality of the website. If your consent agreements require different consent messages and buttons based on the visitor’s location, a field-value pair enables region-specific abbreviations. Given the different regional consent requirements, the use of these options is clear. You can vary your combination of ad_storage and analytics_storage settings depending on regional campaign requirements.

Settings are also available to customize how page elements are loaded, such as: B. Asynchronous loading for the consent pop-up banner. In this case, the tag allows a default setting of 500 milliseconds, which the developer can tweak if necessary to minimize the impact on page loading speed and user experience.

There are other options for managing user consent in Google Analytics. If you use Google Tag Manager with your Analytics tag, you can edit the consent settings for a tag using the Tag Manager Consent API.

Regardless of how you plan your website or app experience, the consent mode in Google Analytics helps brands meet the needs of your visitors when they visit your website.

Pierre DeBois is the founder of Zimana, a digital analytics consultancy for small businesses. He reviews data from web analytics and social media dashboard solutions and then gives recommendations and web development actions that improve marketing strategy and business profitability.