Google Tag Manager cookie consent – GDPR compliance tips

Google Tag Manager (GTM) is a powerful tool. It allows website owners to add and manage marketing and analytics tags on their website. This can be done without having to modify the code. It makes it easy to add and update tracking tags, such as those from Google Analytics, Google Ads, Facebook, and other platforms, without the need for a developer. That is why we like it and is a perfect way to manage Google Tag Manager cookie consent.

Questions

We get a lot of questions on combining GTM for cookie consent. In this article you will find the 9 most comon asked questions. Hope it is helpfull to you.

One important aspect of using GTM is ensuring that you are compliant with cookie consent laws.

Cookies are small text files that are placed on a user’s device when they visit a website. They are used to track user behavior and preferences, but can also be used for targeted advertising and analytics.

Google Tag Manager cookie consent – Informed consent

To ensure compliance with cookie consent laws, website owners must inform users about the use of cookies on their website. Next to that they need to obtain their consent before placing cookies on their device. This can be done through a cookie consent banner. This informs users of the use of cookies and allows them to accept or reject them.

1. Does Google Tag Manager need cookie consent?

Google Tag Manager (GTM) itself does not require cookie consent. As it is simply a tool for managing and implementing tracking tags on a website. However, tracking tags that are implemented using GTM, (Google Analytics, Facebook, and other platforms) may use cookies to track user behavior and preferences. If this is the case, combine GTM with a CCMP to ensure user consent is managed properly.

2. Does Google Tag Manager set a cookie?

Google Tag Manager (GTM) itself does not set any cookies on a user’s device. GTM is a tool that allows website owners to manage and implement tracking tags on their website. It does not use cookies for its own functionality.

However, when you use GTM, you may be adding tracking tags to your website that do set cookies.

If you use Google Analytics through GTM, it will set the __ga cookie on the user’s device to track behavior on your website. Similarly, if you are using other tracking tags from third party platforms, they may also set cookies on the user’s device.

These tracking tags are implemented by adding a GTM container code in the website, which means that when a user visits the website, their browser will download the GTM container code, and subsequently the tracking tags in the container will also be downloaded. If those tracking tags use cookies, then cookies will be set on the user’s device. This is why you want to implement a cookie consent mechanism in combination with Google Tag Manager.

3. Can Google Tag Manager read cookies?

Google Tag Manager (GTM) can read cookies that are set on a user’s device when they visit a website. GTM uses a data layer, which is a JavaScript object that stores information about the page and the user, to pass data between the website and GTM. This data can include information stored in cookies, such as user preferences or behavior.

You can use this data to trigger certain tags or actions, such as tracking user behavior or displaying targeted content.

GTM can also use this data to set variables, which can be used in tags, triggers, and other GTM features.

GTM allows you to create a variable with the type “1st Party Cookie” and you can use it to read the values of cookies that your website sets. Additionally, you can also create a variable with the type “Custom JavaScript” and use it to read the values of any cookie.

Keep in mind, you need consent from your website visitor to set cookies other than functional cookies.
Also see how to get your website GDPR compliant in 6 steps.

Cookie consent banner screen 1

Cookie consent banner screen 2

4. Is Google Tag Manager GDPR compliant?

Google Tag Manager (GTM) is a tool that allows website owners to manage and implement tracking tags on their website, and it can be used to help website owners comply with the General Data Protection Regulation (GDPR). However, compliance with GDPR is ultimately the responsibility of the website owner, so you must ensure that the use of GTM is compliant with the regulations.

One of the main requirements of GDPR is obtaining explicit consent from users before collecting their personal data. This applies to any data collected through tracking tags implemented through GTM, such as those from Google Analytics, Facebook, and other platforms.

To ensure compliance with GDPR, website owners should implement a cookie consent banner or pop-up on their website, and configure GTM to only fire tracking tags after the user has accepted cookies. This can be done by using the “blocking triggers” feature in GTM, which allows you to specify that a tag should not fire until a certain event occurs, such as the user accepting cookies.

Another way to approach this is by using a cookie consent management platform (CCMP) that integrates with GTM. This type of platform allows you to manage cookie consent, track user preferences and provide transparency reports like a cookie declaration.

Want to know how Cookiebot is implemented in combination with Google Tag Manager? In this article you will discover how you can use the GTM templates for cookie consent.

It is also important to note that GDPR applies to websites that are targeting EU citizens, whether the website is based in the EU or not. If your website is not targeting EU citizens, GDPR may not apply to your website.

5. Does Google Tag Manager collect personal information?

Google Tag Manager (GTM) itself does not collect personal information, as it is simply a tool for managing and implementing tracking tags on a website. However, the tracking tags that are implemented using GTM, such as those from Google Analytics, Facebook, and other platforms, may collect personal information about website visitors, such as IP addresses, device information, and browsing behavior.

When you use GTM, the data that is collected depends on the tracking tags that you have added to your container. Some tags may collect more personal information than others, so it is important to understand what data is being collected and how it is being used.

In this respect, you can combine GTM with a cookie banner. In this way you secure that you only set cookies and trackers after consent is given by your website visitor. Read how you can combine GTM with Cookiebot here.

6. Website performance

When GTM is properly configured, it can speed up the website by allowing website owners to manage and implement tracking tags without having to modify the website’s code. This can be done by creating a container in GTM and adding the tracking tags to the container, which can then be placed on the website by adding the GTM container code.

However, if GTM is not properly configured, it can slow down a website. One way this can happen is if there are too many tags being added to the GTM container, which can cause the website to take longer to load. Another way this can happen is if there is a poor implementation of the tags, or if tags are firing multiple times, which can cause the website to become bogged down.

• To ensure that GTM does not slow down your website, it is important to:
• Keep the number of tags in the container to a minimum.
• Regularly review and audit the tags in the container and remove any that are no longer needed.
• Use Google Tag Manager’s built-in debugging tools to test and optimize the tags.
• Use tag sequencing to fire tags in the correct order.
• Use the “blocking triggers” feature in GTM, which allows you to specify that a tag should not fire until a certain event occurs, such as the user accepting cookies.
• Use a cookie consent management platform (CCMP) that integrates with GTM.

7. Is Google Tag Manager blocked by ad blockers?

Google Tag Manager (GTM) is not typically blocked by ad blockers, as it is a tool for managing and implementing tracking tags on a website, rather than an ad itself. However, ad blockers may block the tracking tags that are implemented using GTM, such as those from Google Analytics, Facebook, and other platforms.

Some ad blockers have a built-in feature to block certain tracking technologies, such as third-party cookies, and this could impact the functionality of some of the tags implemented via GTM. However, GTM itself is not an ad, and it is not the primary target of ad blockers.

It is important to note that some ad blockers might block certain tags that are implemented via GTM, and that it might cause the tags to not function properly. It is also important to keep in mind that different ad-blockers have different rules and settings that can be configured, so it is possible that some ad-blockers might not block GTM or its tags.

8. Is Google Tag Manager good for SEO?

Google Tag Manager (GTM) can be used to help with search engine optimization (SEO) efforts. GTM can be used to track and analyze website traffic, which can provide valuable insights into how users interact with a website and which pages are most popular. This information can be used to improve the website’s content, navigation, and other elements to help improve search engine rankings.

GTM can also be used to implement tracking tags for various analytics platforms, such as Google Analytics, which can provide insights into how visitors interact with a website, including the keywords they use to find the site, where they come from, and which pages they visit. This information can be used to identify areas where your website can be improved to better meet the needs of users and improve search engine rankings.

Additionally, GTM can be used to implement structured data, which is a type of code that helps search engines understand the content of a webpage. This can improve the appearance of a website’s listing in search results and make it more likely to be clicked on by users.

It is important to note that GTM is just a tool and it won’t improve your SEO by itself. Use GTM as a tool to track and analyze website traffic and make data-driven decisions.

9. Are there security risks?

In general, GTM is considered a secure tool and it has built-in security features to help prevent unauthorized access and misuse. However, as with any tool that allows users to add and modify code on a website, there are some potential security risks to consider.

One potential risk is that if an attacker is able to gain access to a website’s GTM account, they could potentially add malicious tracking tags or scripts that could harm the website or its users. Google Tag Manager has a built-in permission system to limit access to specific users and prevent unauthorized access.

Another potential risk is that a website owner or developer may accidentally add or modify a tag or script in a way that could harm the website or its users, such as adding a script that causes a security vulnerability or a tracking tag that collects personal data without consent. To mitigate this risk, it is important to regularly review and audit the tags and scripts that are implemented through GTM and to follow best practices for website security.

Another potential risk is that a website owner could inadvertently trigger a tag that would cause a security breach. For example, a tag that sends sensitive data to a third-party that is not GDPR or CCPA compliant. To mitigate this risk, it is important to have a clear understanding of what data is being sent to which parties, and to ensure that these parties are compliant with the applicable regulations.

In summary

Google Tag Manager is a powerful tool that can be a valuable asset for website owners. We have the CookieInfo website equipped with it as well. We love the combination of GTM and Cookiebot, because it gives us a lot of flexibility without coding.

If you like to know more about combining GTM with Cookiebot, visit the implementing Cookiebot with Google Tag Manager article.

Did we mis a topic on Google Tag Manager and cookie consent? Let us know and we will get back to you 😊