Permission: Vendor list - GDPR

Google Consent Mode ensures that Google vendors on your property comply with an end-user's consent choices for purposes (called consent types) defined by Google. When a website visitor or app user indicates their consent choices, tags with consent checks adjust their behavior, and user consent choices are preserved across their interaction with the website or app. In this article, we will cover how to configure the integration between Sourcepoint and Google Consent Mode.  

  Note: Currently Sourcepoint only supports the Google Consent Mode integration for our GDPR TCF and GDPR Standard vendor lists.

Consent type overview

Consent type(s) indicates the kind of storage a Google vendor uses.  An end-user can deny or grant the collection of this data. The consent type varies across each Google vendor and can be viewed by selecting a vendor from the GTM platform and expanding the Advanced Settings > Consent Settings tab.


  Note: The following products currently support Google Consent Mode natively:

  • Google Analytics
  • Google Ads (includes Google Ad Conversion Tracking and Remarketing)
  • Floodlight
  • Conversion Linker

Please refer to the table below for the different consent types available in Google Consent Mode

Consent type Description
ad_storage Enables storage (such as cookies) related to advertising.
analytics_storage Enables storage (such as cookies) related to analytics (e.g. visit duration).
functionality_storage Enables storage that supports the functionality of the website or app (e.g. language settings).
personalization_storage Enables storage related to personalization (e.g. video recommendations)
security_storage Enables storage related to security such as authentication functionality, fraud prevention, and other user protection. 

Implement Google Tag Manager on property

Follow the directions in your Google Tag Manager account to install Google Tag Manager on your property. Installing GTM on your property requires adding a code snippet to your <head> tag and a code snippet to your <body> tag. 

  Note: Ensure that you define the data layer before Sourcepoint's tags (i.e. add the GTM code snippet before Sourcepoint's tags within the <head> tag). 


Configure GTM container

Configure a container in your Google Tag Manager account for a Google product that supports Google Consent Mode. 

 Google Tag Manager Documentation

From the tag creation workflow, expand the Advanced Settings > Consent Settings tab to view the built-in consent types for that particular Google product.

Additionally use the Additional Consent Checks radio buttons to select your organization's decision on any additional consent checks needed for the Google product. 


  Note: By selecting Require additional consent for tag to fire, you will be prompted to select other consent types from a dropdown menu that need to be checked for the tag to fire. 

Configure the trigger for the tag and click Save.


When finished, click Submit and follow the prompts to publish your configuration.


Implement default consent state on property

  Note: The consent types and their default consent states implemented in the script is determined by the Google products operating on your property and any specific regionalized opt-in and opt-out jurisdictions you are targeting. You are responsible for making sure that default consent mode is set for each of your measurement products to match your organization's policy.

The default consent states represent the initial value (either denied or granted) for a consent type when a new end-user arrives to your property. These consent states are updated as an end-user makes their consent choices. In this section we will cover how to implement the default consent state for various consent types using an on-page script.

 Google Tag Manager Documentation

Once configured appropriately, implement the script on your page before your GTM global site tags. 

Business case Implementation example

In the example used in the next tab, we are running Google Analytics and Google Ads Remarketing on our property which requires us to set the following default consent types:

  • ad_storage
  • analytics_storage

Additionally, in order to adhere to GDPR we want to ensure that the behavior of our tags is different for end-users who are in the EEA + UK when accessing our property. 

Add Google Consent Mode Products to vendor list 

Since Google Consent Mode is purpose driven (rather than vendor driven), Sourcepoint has created the Google Consent Mode Products vendor to encapsulate all Google products that support GCM.  

Navigate to your Sourcepoint account and add the Google Consent Mode Products vendor to your vendor list.

Click Vendor Management on the left-hand rail and select a regulatory regime from the subsequent menu.


Click the vendor list you wish to configure and select Manage Vendors & Cookies.


Use the provided modal to add Google Consent Mode Products to your vendor list.  


Configure custom purposes for Google Consent Mode

With Google Consent Mode Products added to your vendor list, your organization will finally need to create custom purposes for your vendor list that map to the consent types used by the Google products running on your property.


If your organization uses Google Analytics and Google Ads Remarketing on your property, you will need to create custom purposes for the following consent types:

  • ad_storage
  • analytics_storage

Click + Add Custom Purpose from the vendor list builder page. Use the provided modal to input a name for the custom purpose. 

Use the Google Consent Mode Category dropdown menu to select a consent type to which this custom purpose will map. Click Create purpose when finished.


As a best practice, Sourcepoint recommends that you describe the Google products that currently rely on the purpose.

Navigate to the newly created custom purpose and click the custom purpose name.


Use the provided description field to note the Google products utilizing the custom purpose as part of the Google Consent Mode integration. Click Apply changes when finished.


Set the legal basis for the custom purpose to User Consent


Repeat as necessary for other consent types used by Google products on your property. 

Click Save to confirm the updates to your vendor list. Your Sourcepoint and Google Consent Mode integration setup is complete. 


Was this article helpful?
0 out of 0 found this helpful



Article is closed for comments.