Google Ads Consent Mode – Everything You Need To Know

Let’s use the old Google Analytics script as an example.

The code needs to go from this:

<!-- Global site tag (gtag.js) - Google Analytics -->
<script async src="https://www.googletagmanager.com/gtag/js?id=GA_MEASUREMENT_ID"></script>
<script>
    window.dataLayer = window.dataLayer || [];
    function gtag() {
        dataLayer.push(arguments);
    }
    gtag('js', new Date());
    gtag('config', 'GA_MEASUREMENT_ID');
</script>

To this:

<script>
    // Initialize the data layer for Google Tag Manager (this should mandatorily be done before the Privacy Controls and Cookie Solution is loaded)
    window.dataLayer = window.dataLayer || [];
    function gtag() {
        dataLayer.push(arguments);
    }
    // Default consent mode is "denied" for both ads and analytics as well as the optional types, but delay for 2 seconds until the Privacy Controls and Cookie Solution is loaded
    gtag("consent", "default", {
        ad_storage: "denied",
        analytics_storage: "denied",
        functionality_storage: "denied", // optional
        personalization_storage: "denied", // optional
        security_storage: "denied", // optional
        wait_for_update: 2000 // milliseconds
    });
    // Improve ad click measurement quality (optional)
    gtag('set', 'url_passthrough', true);
    // Further redact your ads data (optional)
    gtag("set", "ads_data_redaction", true);
</script>
// Global site tag (gtag.js) - Google Analytics 
<script async src="https://www.googletagmanager.com/gtag/js?id=GA_MEASUREMENT_ID"></script>
<script>
    window.dataLayer = window.dataLayer || [];
    function gtag() {
        dataLayer.push(arguments);
    }
    gtag('js', new Date());
    gtag('config', 'GA_MEASUREMENT_ID'); //replace GA_MEASUREMENT_ID with the ID of your Google Analytics property
</script>

Basically, the data layer that forces ad_storage, analytics_storage and the other tags to denied needs to be added to your page before the Google service-related script is loaded.

Then you need to add the Privacy Controls and Cookie Solution snippet to the same code:

<!-- Global site tag (gtag.js) - Google Analytics -->
<script>
    // Initialize the data layer for Google Tag Manager (this should mandatorily be done before the Privacy Controls and Cookie Solution is loaded)
    window.dataLayer = window.dataLayer || [];
    function gtag() {
        dataLayer.push(arguments);
    }
    // Default consent mode is "denied" for both ads and analytics as well as the optional types, but delay for 2 seconds until the Privacy Controls and Cookie Solution is loaded
    gtag("consent", "default", {
        ad_storage: "denied",
        analytics_storage: "denied",
        functionality_storage: "denied", // optional
        personalization_storage: "denied", // optional
        security_storage: "denied", // optional
        wait_for_update: 2000 // milliseconds
    });
    // Improve ad click measurement quality (optional)
    gtag('set', 'url_passthrough', true);
    // Further redact your ads data (optional)
    gtag("set", "ads_data_redaction", true);
    
    // Google Tag Manager
    (function(w, d, s, l, i) {
        w[l] = w[l] || [];
        w[l].push({
            'gtm.start': new Date().getTime(),
            event: 'gtm.js'
        });
        var f = d.getElementsByTagName(s)[0],
            j = d.createElement(s),
            dl = l != 'dataLayer' ? '&l=' + l : '';
        j.async = true;
        j.src =
            'https://www.googletagmanager.com/gtm.js?id=' + i + dl;
        f.parentNode.insertBefore(j, f);
    })(window, document, 'script', 'dataLayer', 'GTM-XXXXXX'); //replace GTM-XXXXXX with the ID of your Google Analytics property
</script>
<!-- iubenda Privacy Controls and Cookie Solution -->
<script>    
    var _iub = _iub || [];
    
    _iub.csConfiguration = {
        lang: "en",
        siteId: 12345678, //use your siteId
        cookiePolicyId: 12345678, //use your cookiePolicyId
        countryDetection: true,
        perPurposeConsent: true,
        purposes: "1,4,5",
        consentOnContinuedBrowsing: false,
        banner: {
            position: "float-top-center",
            acceptButtonDisplay: true,
            customizeButtonDisplay: true,
            rejectButtonDisplay: true
        }
    };
</script>
<script src="https://cdn.iubenda.com/cs/iubenda_cs.js" charset="UTF-8" async></script>