Consent-based tracking

What it is

Consent-based tracking ensures that tags or scripts (which set cookies or use other types of browser storage) are executed in accordance with the privacy preferences of website visitors. This approach aligns with regulations such as GDPR, which requires websites to obtain and honour user consent for non-essential cookies (e.g., marketing and analytics).

In more technical terms, a tag or script classified as analytics should only execute if you have obtained explicit consent for analytics.

Example

A new visitor lands on your website and interacts with the cookie banner, choosing to accept only analytical cookies while rejecting all others. Their preferences are then passed to Google Tag Manager (GTM) and Cookifi.

If configured correctly (this is your responsibility), GTM ensures that only tags categorised as analytical are executed (e.g., Google Analytics).

In development

If analytical-related scripts are embedded directly in the website’s codebase, Cookifi handles them through its auto-blocking feature.

Note

This inevitably results in less data being collected, which is why Google (with other platforms likely to follow) introduced Google Consent Mode (GCM) to mitigate the impact.