Top 10 Consent mode mistakes to Avoid

Consent Mode V2 is the latest iteration of Consent Mode. It's critical that businesses use it, but there are many ways people have been getting it wrong and these mistakes can cost you the validity of your data and, furthermore, could land you in trouble with a data protection officer.

Join Phil Pearce in this session to learn about these mistakes and how to fix them before it's too late!

Transcript

1. Top 10 Consent mode mistakes to Avoid Phil Pearce Analytics Director & Founder V1.7 measuremindsgroup.com/blog @philpearce
2. About Me Phil Pearce Analytics Director & Founder 25 year experience
3. Fun Fact
4. Fallback Career Plan…
5. Fallback Career Plan…
6. Agenda: Top 10 Consent Mode Mistakes
7. Score 1. Using Basic mode, not Advanced mode 1 2. Using HTML, not CMP Template & not refreshing template regularly 1 3. Using AutoBlock, not GTM categories - 4. Not “crossing the stream” blending consent mode vs blocking rules - 5. Default not set correctly & GEO-IP countries not set first - 6. The event_name trigger not correct - 7. Industry category is not correct for basic mode - 8. Non-Google tags (e.g FB/Linkined/Tiktok) not categorised - 9. Bing Consent Mode mode not enabled - 10. No regular monitoring/validation (e.g ConsentModeMonitor.com) - Top Consent Mode Mistakes to Avoid +4%%%
8. What is Consent Mode Modelling?
9. Approx 15% session missed! Why is it needed? clicks 100 google/cpc 85 Modelling ~100 Modelling Benchmark change: decline in opt-in`s over time!
10. Why is it needed? FB example: on iOS14 dropped from 10% opt-out >> 90% opt-in (as iOS default setting changed) ICO which changed from opt-out to opt-in model: Modelling
11. What is Consent Mode and Modelling? • Modelling = Upscaling
12. Terminology
13. Mr G. is really bad at naming stuff… 1. The Google Tag = Simple TMS mode 2. Modelling = Upscaling 3. Advanced mode = Upscaling Active
14. Mr G. is really bad at naming stuff… 1. The Google Tag = Simple TMS mode 2. Modelling = Upscaling 3. Advanced mode = Upscaling Active
15. What Consent mode V1 vs V2 Two new fields introduce 7th March 2024 (Digital Marketing Act day) 1. ad_personalization = allow downstream remarketing usage 2. ad_user_data = allow email or mobile number in downstream usage
16. Impact of 2 new fields… Most CMP`s banner & templates only designed with 3 options: Functional, Analytics, Targeting. Difficult to add sub-options within Targeting without causing a GTM breaking change or confusing the user.
17. Impact of 2 new fields… Most CMP`s banner & templates only designed with 3 options: Functional, Analytics, Targeting. Difficult to add sub-options within Targeting without causing a GTM breaking change or confusing the user. Hence… ALL CMP`s just said… F**K it! ad_storage = ad_storage + ad_personalization + ad_user_data
18. Impact of 2 new fields… Most CMP`s banner & templates only designed with 3 options: Functional, Analytics, Targeting. Difficult to add sub-options within Targeting without causing a GTM breaking change or confusing the user. Hence… ALL CMP`s just said… F**K it! = NOTHING changed between V1 & V2!
19. Almost nothing has changed… Update template! Update template! = almost NOTHING changed between V1 & V2!
20. What is Basic vs Advanced mode? 1. Basic = less conversions 2. Advanced = more conversion
21. Reasons not to use Advanced Mode… e.g. you dont want +10-20% upscaling/modelling
22. Pls, sir… I want less conversion! Reasons not to use Advanced Mode…
23. Reasons not to use Advanced Mode…
24. Reasons not to use Advanced Mode… THE MAN FROM DPO-MONTE
25. DPO says… NO to cookieless pings DPO officer
26. Reasons to not to use Advanced Mode… 1. Inhouse DPA needs to say… NO! … to modeling pings needed for Advanced mode. 2. You operate in France, Italy, Netherlands or Austria where GA4 marked as illegal by regulators, in due to US data centres & IP capture 3. TBC: Pings illegal in California in USA? IP address collected but not used for targeting/sale is allowed (currently no case law) 4. Very small site and does not trigger more than 1000 deny events over 7days (approx 20K users per month) required for advanced mode modelling.
27. Assume that`s not you! THE MAN FROM DPO-MONTE
28. You got a YES! DPO officer
29. YES to… Advanced mode! (upscaling active)
30. With great power… comes…
31. With great power… comes… … Lots of F**K-ups
32. 10 mistakes to avoid (checklist)
33. Use CMP Template`s rather than Custom HTML
34. 1. Hard to use generic GTM recipes (aka set-up cloning) Use CMP Template`s rather than Custom HTML
35. 1. Hard to use generic GTM recipes (aka set-up cloning) 2. Harder to maintain/edit e.g. might be missing 2 new fields Use CMP Template`s rather than Custom HTML
36. Google`s new CMP integration uses GTM template(s)
37. Using AutoBlock
38. Dont use AutoBlock! Its stops gtag.js loading and blocks pings being sent on deny. Bad for site speed!
39. Crossing the streams: blocking rules + consent mode
40. Dont use both consent mode and blocking rules 1. Crossing the streams
41. Using the wrong event_name
42. Using the wrong event_name trigger 1. All pages rather than OneTrustGroupsUpdated 2. OneTrustLoaded rather than OneTrustGroupsUpdated
43. Each CMP uses a different event name! 1. cookie_consent_update 2. OneTrustGroupsUpdated 3. CookieScriptCategory-*
44. Each CMP uses a different event name! 1. cookie_consent_update 2. OneTrustGroupsUpdated 3. CookieScriptCategory-*
45. Not enabling default consent
46. Not enabling default consent 46 1. GTM tag classifications are ignored if no default declared 2. Default needs to be set before accept/reject button is clicked
47. Not enabling default consent 47 1. GTM tag classifications are ignored if no default declared 2. Default needs to be set before accept/reject button is clicked 3. Some CMP (onetrust) require GCM to be enabled in their tools aswell (not just in GTM template)
48. New feature… Google added “set default” in GTAG So there are now 2 ways to set a default
49. New feature… Google added “set default” in GTAG Do NOT use it! Due to no accounting for race conditions with GTM
50. Getting the default`s wrong!
51. Getting the Defaults wrong! Example: OneTrust community template Q: Turn on defaults? …analytics_storage Default in ON
52. Getting the Defaults wrong! Example: OneTrust community template Q: Turn on defaults? …analytics_storage Default in ON
53. Getting the Defaults wrong! Example: OneTrust community template
54. Example: OneTrust community template Getting the Defaults wrong!
55. Order matters! This is Wrong! Default then EU GEO-IP <script> window.dataLayer = window.dataLayer || []; function gtag() {dataLayer.push(arguments);} // DEFAULT gtag("consent", "default", { "analytics_storage": "granted", "personalization_storage": "granted", "functionality_storage": "granted", "ad_storage": "granted", "ad_user_data": "granted", "ad_personalization": "granted", "security_storage": "granted" }); // EU gtag("consent", "default", { "analytics_storage": "denied", "personalization_storage": "denied", "functionality_storage": "denied", "ad_storage": "denied", "ad_user_data": "denied", "ad_personalization": "denied", "security_storage": "granted", "region": ["GB","AT","BE","BG","CH","CY","DE","DK","EE","ES","FI","FR","GG","GR","H R","HU","IE","IM","IT","JE","LT","LU","LV","MT","NL","PL","PT","RO","SE","SI ","SK"] }); </script>
56. Order matters! This is Right :) EU GEO-IP then Default <script> window.dataLayer = window.dataLayer || []; function gtag() {dataLayer.push(arguments);} // EU gtag("consent", "default", { "analytics_storage": "denied", "personalization_storage": "denied", "functionality_storage": "denied", "ad_storage": "denied", "ad_user_data": "denied", "ad_personalization": "denied", "security_storage": "granted", "region": ["GB","AT","BE","BG","CH","CY","DE","DK","EE","ES","FI","FR","GG","GR","H R","HU","IE","IM","IT","JE","LT","LU","LV","MT","NL","PL","PT","RO","SE","SI ","SK"] }); // DEFAULT gtag("consent", "default", { "analytics_storage": "granted", "personalization_storage": "granted", "functionality_storage": "granted", "ad_storage": "granted", "ad_user_data": "granted", "ad_personalization": "granted", "security_storage": "granted" }); </script>
57. Basic mode industry vertical
58. If using Basic mode… select right vertical! +2%%%
59. Yes… +2% more conversions… Other Business Services
60. Yes… +2% more conversions… Other Business Services Note: Its not be ethical to change this setting without seeking permission from the client first. Also, avoid “healthcare” category as it disabled GA4 remarketing lists.
61. Shopping >> B2B Shopping… +4% increase +4%%%
62. Forgetting to categorise non-Google tags e.g FB/Linkedin/Tiktok
63. EU 10% global revenue fine = Google auto categories its tags!
64. Google does not care about missing categories for FB/Linkedin/Tiktok
65. Forgetting to categorise Google Call Tracking Tag!
66. Bing Consent Mode
67. Bing Consent Mode - tick both boxes…
68. Bing Consent Mode or use a “set-up tag” <script> if( typeof window.google_tag_data==="object" && "ics" in window.google_tag_data) { // Bing Adcentre //help.ads.microsoft.com/apex/index/3/en/60119 var google_object = window.google_tag_data.ics; var consent_object = { analytics_storage: google_object.getConsentState("analytics_storage")===2 ? "granted" : "denied", functionality_storage: google_object.getConsentState("functionality_storage")===2 ? "granted" : "denied", personalization_storage: google_object.getConsentState("personalization_storage")===2 ? "granted" : "denied", ad_storage: google_object.getConsentState("ad_storage")===2 ? "granted" : "denied", ad_user_data: google_object.getConsentState("ad_user_data")===2 ? "granted" : "denied", ad_personalization: google_object.getConsentState("ad_personalization")===2 ? "granted" : "denied", security_storage: google_object.getConsentState("security_storage")===2 ? "granted" : "denied" }; window.uetq = window.uetq || []; window.uetq.push("consent", "default", consent_object); // MS Clarity > Settings > Setup > Cookies = OFF // learn.microsoft.com/en-us/clarity/setup-and-installation/cookie-consent if( typeof clarity==="function" && typeof consent_object==="object" && "analytics_storage" in consent_object && consent_object.analytics_storage==="granted") { window.clarity("consent"); // Drops cookie called _clck or _clsk if working } else if( typeof clarity==="function") { window.clarity("consent", false); } } </script>
69. Consent Validation
70. Consent Validation - Tag assistant
71. Consent Validation - within GA4
72. Free validator: ConsentModeMonitor.com Check in 7 days
73. Free validator: ConsentModeMonitor.com
74. Free validator: ConsentModeMonitor.com
75. Why is it important? (e.g Cost of mistakes)
76. Why is it important? (e.g Cost of mistakes) 1. GDPR fine (4% global revenue) or CCPA in US class action ($5k per user) a. Negative PR & Brand Damage b. Google Ads account banned! c. Remarketing importing disabled d. Under-Bidding on PPC e. Under-Reporting on both PPC & SEO
77. Why is it important? (e.g Cost of mistakes) CCPA in US class action
78. Why is it important? (e.g Cost of mistakes) CCPA in US class action ($5k per user & unlimited fine) Yes…. unlimited fine! Sephora pays $1.2 million to settle a California suit (as its Facebook opt-out method was broken).
79. Summary
80. Score 1. Using Basic mode, not Advanced mode - 2. Using HTML, not CMP Template & not refreshing template regularly - 3. Using AutoBlock, not GTM categories - 4. Not “crossing the stream” blending consent mode vs blocking rules - 5. Default not set correctly & GEO-IP countries not set first - 6. The event_name trigger not correct - 7. Industry category is not correct for basic mode - 8. Non-Google tags (e.g FB/Linkined/Tiktok) not categorised - 9. Bing Consent Mode mode not enabled - 10. No regular monitoring/validation (e.g ConsentModeMonitor.com) - Top Consent Mode Mistakes to Avoid +4%%% - ––––––––– 10
81. Score 1. Using Basic mode, not Advanced mode 1 2. Using HTML, not CMP Template & not refreshing template regularly 1 3. Using AutoBlock, not GTM categories 1 4. Not “crossing the stream” blending consent mode vs blocking rules 1 5. Default not set correctly & GEO-IP countries not set first 1 6. The event_name trigger not correct 1 7. Industry category is not correct for basic mode 1 8. Non-Google tags (e.g FB/Linkined/Tiktok) not categorised 1 9. Bing Consent Mode mode not enabled 1 10. No regular monitoring/validation (e.g ConsentModeMonitor.com) 1 Top Consent Mode Mistakes to Avoid +4%%% 10 ––––––––– 10
82. My New Career…
83. Score 1. Using Basic mode, not Advanced mode 1 2. Using HTML, not CMP Template & not refreshing template regularly 1 3. Using AutoBlock, not GTM categories - 4. Not “crossing the stream” blending consent mode vs blocking rules - 5. Default not set correctly & GEO-IP countries not set first - 6. The event_name trigger not correct - 7. Industry category is not correct for basic mode - 8. Non-Google tags (e.g FB/Linkined/Tiktok) not categorised - 9. Bing Consent Mode mode not enabled - 10. No regular monitoring/validation (e.g ConsentModeMonitor.com) - Top Consent Mode Mistakes to Avoid +4%%% 2 ––––––––– 10 Get Help
84. Thanks! Phil Pearce Analytics Director & Founder measuremindsgroup.com/blog @philpearce FREE GTM training event in 2wks Free Help
85. FREE stuff… bit.ly/privacy4marketers-recordings
86. Score 1. Using Basic mode, not Advanced mode - 2. Using HTML, not CMP Template & not refreshing template regularly - 3. Using AutoBlock, not GTM categories - 4. Not “crossing the stream” blending consent mode vs blocking rules - 5. Default not set correctly & GEO-IP countries not set first - 6. The event_name trigger not correct - 7. Industry category is not correct for basic mode - 8. Non-Google tags (e.g FB/Linkined/Tiktok) not categorised - 9. Bing Consent Mode mode not enabled - 10. No regular monitoring/validation (e.g ConsentModeMonitor.com) - Top Consent Mode Mistakes to Avoid +4%%% Free Help
87. Did`nt know this tip Knew & doing Favourite (select 3 only) 1. Using Advanced mode not Basic mode 1 ③ 2. Using HTML, not CMP Template & not refreshing template regularly - 1 3. Using AutoBlock, not GTM categories - 1 4. Not “crossing the stream” blending consent mode vs blocking rules - 1 ① 5. Default not set correctly & GEO-IP countries not set first 1 6. The event_name trigger not correct - 1 7. Industry category is not correct for basic mode 1 8. Non-Google tags (e.g FB/Linkined/Tiktok) categorised - 1 9. Bing Consent Mode mode not enabled - 1 10. Regularly monitoring & validation - 1 ② Top Consent Mode Mistakes to Avoid +4%%%
88. Agenda: Top 10 Consent Mode Mistakes a. Definitions 1. What is Consent Mode and Modelling? 2. What is Consent Mode V2? 3. What is Basic vs Advanced Basic? b. The F**k-up list 1. Using Basic mode (rather than Advanced mode) 2. Using Custom HTML rather than Template + Not refreshing CMP template 3. Using AutoBlock! 4. Crossing the streams: consent mode vs blocking rules 5. Not enabling default consent 6. Using the wrong event_name trigger 7. Defaulting to "granted/on" (or defaults "granted/on" set before GEO-IP country "denied/off" ) 8. Forgetting to categorise non-Google tags (e.g FB/Linkined/Tiktok) 9. Forgetting to enable Bing Consent Mode mode 10. Not Validating & regularly monitoring c. Summary & Why is it important? How much will it cost if I get it wrong?