Consent Signals
- 28 Jan 2025
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Consent Signals
- Updated on 28 Jan 2025
- DarkLight
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Overview
The process outlined in this guide will allow your site to make use of our Consent Signal Framework. We highly recommend following this process.
Our Consent Signal Framework contains a key property for the AWIN.Tracking object: AdvertiserConsent.
When set, the MasterTag will read its value and, based on this value, decide whether or not to set a cookie (on the landing page) and, furthermore, to read the value of the cookies on your order confirmation page.
This article covers the integration of Awin Consent Signals exclusively in GTM. For information on consent handling in general, please see Consent Framework.
⚠️ Consent Signal Disclaimer
If you're not making use of the consent parameters, then Awin assumes you've obtained cookie consent from the website visitor as per the ‘Advertiser Agreement’ for any traffic sent to us.
If you indicate that we don't have consent from the website visitor, we don't set a cookie on your landing page and we don’t read first-party or process third party cookies on the checkout page, with the only exception to when cookies are considered as strictly necessary as for cashback and loyalty activities.
If any value besides true/false and 1/0 are passed, they will be treated as if no value was specified.
Partner plugins are not covered by Consent Signals. If you are using any partner plugins, then please reach out to the Awin Technical Support team for advice.
Warning
To make use of the Awin Consent Tag, please ensure that you’ve installed the proper Awin Conversion Tag as outlined in our Google Tag Manager, Client-side Tracking installation guidance.
Step 1 - The Awin Consent Signal Template Tag
The Awin Consent Signals tag can be imported directly from the GTM Community Template Gallery.
In Google Tag Manager, navigate to “Tags”.
Click “New” and choose “Discover more tag types in the Community Template Gallery”.
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Searching for “Awin” will reveal the Awin Consent Signals tag.
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Add this tag to your workspace, accepting any applicable notices.
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The plugin is now available for use in your Container. Add this tag to your container as you would with another Tag and give it an identifiable name (e.g. Awin Consent Signals).
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Step 2 - Tag Configuration
There are two types of consent configurations supported by our Tag. Please see the relevant section based on your current consent model.
If you do not have consent model in place, please proceed with the Google Consent Mode process.
Using Google Consent Mode Parameters
If you are making use of Google Consent Mode, the tag can be configured to listen to one of these Consent Mode parameters. To enable this, check “Use Google Consent Mode Parameters”.
Then, select the relevant parameter that you’ve allocated to Awin. We recommend using analytics_storage.
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Based on the chosen parameter, a direct mapping between this parameter and the value of the AWIN.Tracking.AdvertiserConsent object is established. For example, if analytics_storage is marked as declined, our tags will act accordingly.
Triggering
We recommend using “Initialization - All Pages” as the associated trigger for this tag. If you’re unsure if this is the right choice for you or this trigger is missing, please see the Triggering Logic section of this guide for more information on the triggering logic, types and creation process.
Your tag should look as shown below before deployment:
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Using a custom Consent Variable
If you are not using Google Consent Mode, you’ll need to manually map the appropriate Consent Status variable. Ensure that “Use Google Consent Mode Parameters” is unchecked and you’ll be able to map this variable to your own.
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Important Notes:
The allowed values for this field are
true,false,1or0.
If any other values are passed, or the field is left blank, the tag will assume true was specified.
As per the above, when the user visits your site for the first time, this variable’s default value should be
false. Otherwise, the tag will default totruebefore the consent collection process has taken place.
Triggering
This configuration of the tag requires an additional trigger when compared to the use of Google Consent Mode. This trigger should fire the tag every time the consent status is updated by the user and should be placed in addition to the Initialization trigger.
Please see the Triggering Logic section of this guide for more information on the triggering logic, types and creation process.
Your tag should look as below before you deploy any changes:
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Triggering Logic
For a correct implementation of our Consent Signals plugin, your Consent Management Platform (CMP) tag should fire before the Consent Signals tag.
We want both of these tags to fire before any other Awin tag.
In summary, your triggering logic should be:
CMP tag → | Awin Consent Signals → | Awin Journey / Conversion Tag |
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For more information on which triggers take precedence over another in GTM, please review Google’s guidance on this topic.
To ensure the correct firing sequence, we advise using the following trigger type, in the specified order:
1. Consent Initialization - For your CMP tag.
2. Initialization - For the Awin Consent tag.
3. Page View - For the Awin MasterTag / Conversion Tag.
Creating an Initialization Trigger
If you’re attempting to place an Initialization trigger on the Awin Consent Tag and find that one is not available, please follow these steps:
In your tag, click on “Triggering”, then choose the plus sign (+) in the top right corner.
Select “Initialization” from the list.
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Assign this trigger a recognizable name and apply it to your Awin Consent Signals tag.
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Below is an example of how the tags and their triggers would look like in GTM.
Note: In this example, the Advertiser is using Cookiebot CMP, loaded via GTM.
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