Which scenario describes why an advertiser should implement consent mode?

Analysis of Correct Answer(s)

• The advertiser needs their Google tags to respect user consent for ad measurement and personalization.
  • This is the primary function of Google Consent Mode. It acts as a bridge between a user's consent choices (collected by a consent banner) and Google's tags. When a user grants or denies consent for advertising or analytics cookies, Consent Mode instructs Google tags to adjust their behavior accordingly. This allows advertisers to respect user privacy while still enabling conversion modeling to recover measurement data when consent is denied.

Analysis of Incorrect Options

• The advertiser needs a solution for deploying their consent banner to users from their Google tag.

  • This is a common misconception. Consent Mode does not deploy a consent banner. It requires a separate solution, like a Consent Management Platform (CMP), to display the banner and collect user choices. Consent Mode's job is to communicate those choices to Google tags after they are collected.

• The advertiser needs to attach consent to their data to continue using enhanced conversions after regulatory changes.

  • While enhanced conversions must comply with consent regulations, Consent Mode's role is much broader. It applies to overall ad measurement and personalization across Google Ads and Analytics, not just one specific feature.

• The advertiser needs to prevent their consent banner from showing too often to previous website visitors.

  • This functionality is the responsibility of the Consent Management Platform (CMP) or banner solution, which manages cookie settings to remember a user's consent status and control the banner's display frequency.