By default, the tracking setup in the app provides Google consent mode V2 (advanced mode/basic mode), which could be enough for many markets. In this mode, the GTM container is loaded before any cookie consent is collected. This is a common practice, based on the argument that tag manager itself does not require consent, as it is not doing any tracking nor sending any Personally Identifiable Information (PII).
We provide Google Consent Mode V2, which makes sure the tags that are managed by GTM, as they are the ones that do the tracking, are consent aware. This consent mode is enough for many markets.
For markets which requires stricter compliance, GTM can be configured to load only with consent by turning on Strict Consent Mode.
Google Consent Mode only kicks in after GTM is loaded. Tags in GTM then behave in 2 levels in Google Consent Mode V2, basic and advanced.
Tags can be configured to work when specific consent is given. Without the specified consent, the tag would not fire. This mode is available for all tags, regardless of vendor.
Only available for Google tags, including GA4 tags and Google Ads tags. In this mode tags are consent aware and behave differently based on the actual consent given at time of firing. For example without consent, GA4 tag will still fire with some anonymized data.
Other vendors (Meta, AWIN, etc.) does not support Google Consent Mode Advanced.
In this mode, GTM is only loaded when one of the following consent is given
marketingAllowed. This consent controls ads related tags (Google Ads)
analyticsAllowed. This consent controls analytics related tags (GA4)
