Incorrect trigger in GTM

The key principle

In Google Tag Manager, the order in which tags fire is critical for Consent Mode. The "Consent Initialization" trigger (gtm.init_consent) is the very first event in the GTM firing chain — it's the only moment when the CMP can send the default signals before any Google tags execute.

If the CMP doesn't fire at this exact moment, Google tags launch without knowing the consent state → Consent Mode is ineffective.

The problem

One or more tags are being fired before consent has been initialized or are using an inappropriate trigger in Google Tag Manager. This prevents the CMP from sending the default or update signals in time, which undermines the effectiveness of Google Consent Mode.

The 2 possible causes

#	Cause	Explanation
1	The trigger used for the CMP tag is not "Consent Initialization" (gtm.init_consent)	For example, the CMP tag uses "Initialization" (gtm.init) or "All Pages" — these triggers fire too late or in the wrong order
2	Other tags are firing before or alongside the gtm.init_consent event	If a Google tag (Analytics, Ads…) also uses this trigger, it can create a conflict and delay the consent signal

What to do — step by step

1. Open the CMP tag in Google Tag Manager (e.g., ABconsent – Sirdata CMP)

2. Check the trigger: it must be only "Consent Initialization" (gtm.init_consent)

3. Check other tags: no other tag should use this trigger

4. No Google tags (Analytics, Ads, etc.) should fire before this event

Quick reference

GTM Trigger	Display Name	Usage
gtm.init_consent	Consent Initialization	✅ Only for the CMP tag
gtm.init	Initialization	❌ Not for the CMP — fires too late
All Pages	All Pages	❌ Not for the CMP — fires too late

⚠️ Troubleshooting: is the CMP being sequenced?

If the CMP trigger is correct (gtm.init_consent) but Consent Mode still isn't working, check whether the CMP is being used as a sequenced tag inside another tag.

How to detect the problem

In GTM, open each Google tag (GA4, Google Ads, Floodlight…) and check under Advanced Settings > Tag Sequencing whether the CMP appears as a tag to fire before.

If it does, the CMP inherits the trigger of the parent tag and fires a second time on an inappropriate trigger:

Firing	Trigger	Correct?
1st	gtm.init_consent (its own trigger)	✅ Yes
2nd	Parent tag's trigger (e.g. All Pages) inherited via sequencing	❌ No → causes the bug

This 2nd firing disrupts the default/update signals and compromises Consent Mode.

How to fix it

1. Open each Google tag in GTM

2. Go to Advanced Settings > Tag Sequencing

3. If the CMP appears as a sequenced tag, remove it from the sequencing

4. The CMP must be triggered only by its own gtm.init_consent trigger

The CMP must NEVER be sequenced. GTM's natural firing order already guarantees it fires first.

❌ What causes the bug	✅ The fix
CMP sequenced before a Google tag	Remove the sequencing — leave the CMP on gtm.init_consent only