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Top 10 Consent mode mistakes to Avoid Phil Pearce Analytics Director & Founder V1.7 measuremindsgroup.com/blog @philpearce

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About Me Phil Pearce Analytics Director & Founder 25 year experience

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Fun Fact

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Fallback Career Plan…

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Fallback Career Plan…

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Agenda: Top 10 Consent Mode Mistakes

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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%%%

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What is Consent Mode Modelling?

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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!

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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

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What is Consent Mode and Modelling? ● Modelling = Upscaling

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Terminology

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Mr G. is really bad at naming stuff… 1. The Google Tag = Simple TMS mode 2. Modelling = Upscaling 3. Advanced mode = Upscaling Active

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Mr G. is really bad at naming stuff… 1. The Google Tag = Simple TMS mode 2. Modelling = Upscaling 3. Advanced mode = Upscaling Active

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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

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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.

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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

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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!

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Almost nothing has changed… Update template! Update template! = almost NOTHING changed between V1 & V2!

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What is Basic vs Advanced mode? 1. Basic = less conversions 2. Advanced = more conversion

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Reasons not to use Advanced Mode… e.g. you dont want +10-20% upscaling/modelling

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Pls, sir… I want less conversion! Reasons not to use Advanced Mode…

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Reasons not to use Advanced Mode…

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Reasons not to use Advanced Mode… THE MAN FROM DPO-MONTE

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DPO says… NO to cookieless pings DPO officer

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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.

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Assume that`s not you! THE MAN FROM DPO-MONTE

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You got a YES! DPO officer

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YES to… Advanced mode! (upscaling active)

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With great power… comes…

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With great power… comes… … Lots of F**K-ups

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10 mistakes to avoid (checklist)

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Use CMP Template`s rather than Custom HTML

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1. Hard to use generic GTM recipes (aka set-up cloning) Use CMP Template`s rather than Custom HTML

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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

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Google`s new CMP integration uses GTM template(s)

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Using AutoBlock

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Dont use AutoBlock! Its stops gtag.js loading and blocks pings being sent on deny. Bad for site speed!

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Crossing the streams: blocking rules + consent mode

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Dont use both consent mode and blocking rules 1. Crossing the streams

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Using the wrong event_name

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Using the wrong event_name trigger 1. All pages rather than OneTrustGroupsUpdated 2. OneTrustLoaded rather than OneTrustGroupsUpdated

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Each CMP uses a different event name! 1. cookie_consent_update 2. OneTrustGroupsUpdated 3. CookieScriptCategory-*

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Each CMP uses a different event name! 1. cookie_consent_update 2. OneTrustGroupsUpdated 3. CookieScriptCategory-*

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Not enabling default consent

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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

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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)

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New feature… Google added “set default” in GTAG So there are now 2 ways to set a default

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New feature… Google added “set default” in GTAG Do NOT use it! Due to no accounting for race conditions with GTM

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Getting the default`s wrong!

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Getting the Defaults wrong! Example: OneTrust community template Q: Turn on defaults? …analytics_storage Default in ON

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Getting the Defaults wrong! Example: OneTrust community template Q: Turn on defaults? …analytics_storage Default in ON

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Getting the Defaults wrong! Example: OneTrust community template

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Example: OneTrust community template Getting the Defaults wrong!

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Order matters! This is Wrong! Default then EU GEO-IP 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"] });

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Order matters! This is Right :) EU GEO-IP then Default 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" });

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Basic mode industry vertical

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If using Basic mode… select right vertical! +2%%%

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Yes… +2% more conversions… Other Business Services

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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.

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Shopping >> B2B Shopping… +4% increase +4%%%

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Forgetting to categorise non-Google tags e.g FB/Linkedin/Tiktok

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EU 10% global revenue fine = Google auto categories its tags!

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Google does not care about missing categories for FB/Linkedin/Tiktok

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Forgetting to categorise Google Call Tracking Tag!

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Bing Consent Mode

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Bing Consent Mode - tick both boxes…

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Bing Consent Mode or use a “set-up tag” 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); } }

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Consent Validation

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Consent Validation - Tag assistant

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Consent Validation - within GA4

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Free validator: ConsentModeMonitor.com Check in 7 days

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Free validator: ConsentModeMonitor.com

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Free validator: ConsentModeMonitor.com

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Why is it important? (e.g Cost of mistakes)

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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

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Why is it important? (e.g Cost of mistakes) CCPA in US class action

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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).

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Summary

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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

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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

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My New Career…

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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

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Thanks! Phil Pearce Analytics Director & Founder measuremindsgroup.com/blog @philpearce FREE GTM training event in 2wks Free Help

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FREE stuff… bit.ly/privacy4marketers-recordings

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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

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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%%%

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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?