Set up consent mode so a cookie banner doesn't wipe out your conversions

1. 1In your banner tool, turn on its Google consent mode setting. Google's Set up consent mode page links instructions for many banner tools; if yours is not listed, ask its support team.
2. 2Map the banner's categories to Google's consent types: ad_storage, ad_user_data and ad_personalization to the advertising category, and analytics_storage to the analytics category. Google says ad_user_data is required for tag-based conversion tracking and enhanced conversions, and both ad_user_data and ad_personalization must be granted for personalized advertising such as remarketing.
3. 3Set the defaults your rules call for, and make sure the banner sets them before any Google tag fires (in Tag Manager, a banner tag runs on the Consent Initialization trigger). Google warns that otherwise its tags fire as if consent mode is not in use. For a banner you maintain yourself, Google's instruction is an In-Page Default of denied and an In-Page Update of granted when the visitor accepts.
4. 4If your rules allow advanced consent mode, find the banner setting that blocks Google tags until consent is given, and turn it off or exempt Google's tags from it. Unblock only Google tags that support consent mode. Google says blocked or delayed tags make modeled conversions less accurate.

1. 1In Tag Manager, click Tags and read the Firing triggers column for exceptions on those tags. Open each one, click Triggering, and click Remove next to the exception.
2. 2In each of those tags, open Advanced Settings, then Consent Settings, and set Additional Consent Checks to Not set or No additional consent required.
3. 3Replace any trigger built on the banner's consent-granted event with the tag's normal trigger, such as a page view.
4. 4Keep consent checks on tags that are not Google's. Google says they do not change their behavior based on consent mode, so the banner has to control them.
5. 5Click Save on each tag you changed, then Preview to test, then Submit and Publish.

The extra checks cost more than they look. Google warns that if the banner loads after the tags, a tag blocked when it first triggered does not fire even when the visitor accepts a moment later. On a landing page, that click ID may never be stored.

1. 1A call tracking script usually does not react to Google's consent mode; check with its vendor. If the banner files it under advertising or marketing, visitors who decline may see your plain number, and the call tracking tool cannot tie those calls to the ad click. Decide its category deliberately with whoever handles privacy, not by the banner's default.
2. 2If you upload leads to Google Ads, send each lead's consent (in a file upload, the Ad User Data and Ad Personalization columns). Google warns that leaving consent empty may make conversions not attributable, and says data from a person in the EEA who denied consent is not used for measurement.