# Inactive Google Consent Mode

## Why Activate Google Consent Mode

Activating Google Consent Mode can help better align users’ expressed choices with the behavior of Google tags (Google Analytics, Google Ads, etc.). This mechanism aims to dynamically adjust tag firing based on consent signals.

### 1. Making Better Use of Available Data

Google Consent Mode can allow Google to modulate how its tags operate depending on the consent status:

* If consent is granted, tags may function as usual.
* If consent is denied, they may limit themselves to sending partial or anonymized signals.

This may help reduce data loss in measurement tools, while enabling the use of statistical modeling mechanisms.

### 2. Maintaining Marketing Performance

By relying on the signals provided by Consent Mode, Google may estimate certain conversions even when no direct data is available. This could contribute to:

* limiting discrepancies in Google Ads and GA4 reports;
* improving conversion attribution;
* maintaining a certain level of campaign optimization, even in the absence of user consent.

### 3. Improving Technical Efficiency

Consent Mode can also help better control when and how tags are triggered. This may help:

* avoid unnecessary network calls;
* reduce configuration complexity in Google Tag Manager;
* simplify tracking management across multi-domain or cross-device setups.

This approach may also support goals related to performance and digital efficiency.

### 4. Enhancing the User Experience

By centralizing tag behavior based on user choices, Consent Mode can help create a smoother and more consistent experience:

* tags adjust automatically in real time according to the consent status;
* users are less likely to encounter unexpected behavior due to unhandled refusals;
* consent choices are applied immediately, without requiring a page reload.

***

### How to Activate Google Consent Mode

There are two possible activation methods, depending on your setup:

#### 1. You are not using the Google Tag Manager template

Go to the "Update add-ons" section in your CMP configuration, and enable the **Google Consent Mode** addon:

<figure><img src="/files/jKZOrceKMJF2JdYQD5V9" alt=""><figcaption></figcaption></figure>

#### 2. You are using the Google Tag Manager template

In your **Google Tag Manager** account, first ensure that your template is up to date. Update it if necessary.

<figure><img src="/files/cvpHcfHuvnQYAZXfpRaS" alt=""><figcaption></figcaption></figure>

Then:

* In the “Tags” section, edit the **ABconsent (Sirdata CMP)** tag
* Check the box labeled **“Activate Google Consent Mode”**
* Add a line of default consent signals (e.g., `"denied"`)

<figure><img src="/files/VQ0TlFGJOf3MexC8nVwn" alt=""><figcaption></figcaption></figure>


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