> For the complete documentation index, see [llms.txt](https://cmp.docs.sirdata.net/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://cmp.docs.sirdata.net/en/consent-transmission-standards/google-consent-mode/fix-implementation-errors/incorrect-trigger-in-gtm.md).

# 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

<figure><img src="/files/JbZSLj4vEiXB7ZVjidfr" alt=""><figcaption></figcaption></figure>

## 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 |


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