Every organization, regardless of the industry, is required to comply with data protection regulations, including properly managing cookies. The obligation to implement Consent Mode applies to all websites that use analytical and marketing tools, such as Google Analytics or Google Tag Manager.
Consent Mode is a mechanism that adjusts the way user data is collected based on the consent given for cookies.
Correct implementation of Consent Mode is crucial for the proper functioning of tracking tools that monitor conversions and user actions. This is necessary for Google Ad Grants campaigns to meet program requirements and for analytics to operate in compliance with regulations. However, even if you don't use Google Ad Grants, implementing Consent Mode is important to ensure that your website complies with legal regulations and gives users control over their data.
Google Ad Grants campaigns rely on data pulled from Google Tag Manager.
It is especially important to implement this functionality correctly. We often see that clients have implemented consent through a tool supporting Consent Mode (e.g., Cookiebot), but it is not fully functional—all tools like Google Analytics, Google Remarketing Tag, or Facebook Pixel remain active despite the user not giving consent. In such cases, the website does not meet legal requirements, which could lead to serious consequences.
What are the consequences of not implementing Consent Mode?
The obligation to implement Consent Mode stems from EU laws such as GDPR and the EU Digital Markets Act. Both of these regulations aim to provide users with more control over their data, particularly regarding tracking technologies like cookies. Non-compliance with the regulations can lead to hefty fines—up to €20 million or 4% of the organization’s global annual revenue, whichever is higher. Additionally, failure to comply with regulations may result in a loss of user trust, which can negatively impact the effectiveness of an organization’s operations.
Non-compliance can lead to hefty fines—up to €20 million or 4% of the organization's annual revenue.
What are our obligations?
Tracking tools like Google Analytics or Google Tag Manager, which use cookies, must operate in accordance with privacy regulations. This means data can only be collected after user consent is obtained. If consent is not given, these tools must operate in “anonymous” mode, limiting the scope of data collected. In practice, this requires implementing a consent management solution that dynamically adjusts the operation of tracking tools according to users' preferences.
In practice, this requires the implementation of a consent management tool that adjusts the operation of analytical and marketing tools.
How can Webup! help?
If you're our client, part of the process is already behind you. We use Google Tag Manager to manage all analytical and marketing tools on your website.
Additionally, it is necessary to implement functionality that ties the activation of individual tools to user consent. After many tests at Webup!, we decided to use the Cookiebot tool, which effectively manages cookie consent. Cookiebot allows full control over the activation of tracking tools, such as Google Analytics or Facebook Pixel, according to user preferences. This ensures that your website operates in full compliance with regulations while providing transparency and data privacy protection.
What does the process look like?
Webup! offers the implementation and configuration of Consent Mode through Google Tag Manager and Cookiebot. The process is as follows:
If you don't have Google Tag Manager (GTM), we install it on your website.
We configure in GTM all the analytical and marketing tools you are using, such as Google Analytics, Google Ads conversions, Google Remarketing Tag, Facebook Pixel, Hotjar, and others.
We configure your Cookiebot account with a 14-day trial period.
We connect Cookiebot with Google Tag Manager to tie the operation of tools to the appropriate user consent.
We test the correct operation of the entire configuration and publish the changes.
An update to the Privacy Policy section related to cookies and analytical tools is required. You can use our proposed updated content after consulting with your lawyer.
After the 14-day trial period, you will need to purchase the appropriate package directly on the Cookiebot platform.
What are the costs?
If you're interested in implementation and configuration of Consent Mode contact us → hello@webup.us
Additionally, the Cookiebot tool costs from €15 per month, depending on 1) the number of domains, 2) the number of subpages in each domain.
For a detailed quote, use the Cookiebot quote request form here.
Take care of compliance, improve campaign effectiveness, and protect your users' privacy!