Consent management: cookie banners that are technically sound

  • Obtain and document consent properly
  • Tags only set cookies when they are allowed to
  • Google Consent Mode v2 implemented correctly
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 Consent and tracking belong together 

Many websites have a cookie banner that looks tidy but does not deliver what it promises in the background: tags fire before consent, or they no longer fire at all after consent. The first is a legal risk; the second costs data and advertising impact. We set up consent management so that banner, tag manager and advertising platforms fit together.

Legal framework

In Germany, Section 25 TDDDG, formerly TTDSG, requires consent for cookies and similar technologies that are not strictly necessary. The GDPR applies to the processing of the data.

Platform requirements

Since March 2024, Google has required Consent Mode v2 if you use audiences and personalised ads in the European Economic Area. Without it, data is missing in Google Ads.

Technology and law as a team

We take care of the technical implementation and work with your data protection officer or law firm. We do not provide legal advice.

 What our consent management covers 

Six building blocks for a clean setup

Depending on the starting point, we set things up from scratch or put an existing banner in order. The result is a setup you can document.

Consent audit

We check in the browser which cookies and requests occur before consent, after acceptance and after rejection, and record the results with evidence.

Selecting and setting up the platform

We help you choose a consent management platform and set it up: categories, texts, languages and design. We work with all common solutions, such as CCM19, Cookie Information, Usercentrics or Cookiebot.

Integration in Google Tag Manager

Every tag is given the appropriate consent condition. Tags without a condition or with the wrong category are the most common source of errors. More on the setup under web analytics.

Google Consent Mode v2

We set the signals for analytics, ad storage, user data and personalisation correctly and decide with you between basic and advanced mode.

Documentation of services

You receive a list of all services in use with purpose, category and cookies as the basis for the banner and privacy policy.

Reducing data loss

With server-side tracking and a clear banner design, measurement gaps can be reduced without bypassing the user’s decision.

 How we proceed  

From audit to ongoing checks

Consent management is not a one-off project. New tags, new plugins and platform updates change the setup all the time.

1

Taking stock

We record all tags, scripts and embedded services, including those outside the tag manager.

2

Audit in the browser

We test the three states of no decision, acceptance and rejection, and document cookies and network requests.

3

Alignment

We discuss the findings with you and, if you wish, with your data protection officer, and define the categories.

4

Setup

We configure the platform, tag manager and Consent Mode, first in a workspace or a test environment.

5

Sign-off

We repeat the audit and check whether conversions and audiences arrive as expected in analytics and ad accounts again.

6

Ongoing checks

On request, we check the setup regularly, for example after new campaigns, plugins or a relaunch.



 Consent check 

Do you know what happens on your website before the click in the banner?

We measure it and show you where improvements are needed.


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 From practice 

In audits we keep finding the same patterns:

  • Tags without a consent condition: a new tag is created in the tag manager, but tying it to the banner is forgotten. It then fires on every page view.
  • Scripts bypassing the tag manager: plugins, embedded videos, maps or fonts load directly in the source code and are not covered by the banner at all.
  • Consent Mode half implemented: the default values are missing, or the two newer signals for user data and personalisation are not sent. Audiences in Google Ads then shrink.
  • Rejecting is harder than accepting: if there is no equivalent way to reject on the first layer, the consent is open to challenge.
  • Banner and privacy policy do not match: the banner lists different services from the policy because the two are maintained separately.

After a new design or a change of system, measured values often change abruptly because the banner is integrated differently. That is why the consent setup also belongs in every relaunch support project.

 Frequently asked questions about consent management 

The essentials on obligations, Consent Mode and collaboration.

What is consent management?

Consent management means obtaining, storing and technically implementing the consent of website visitors. It includes the cookie banner, the control of tags and proof of consent.

Do I need a cookie banner?

Yes, as soon as you use cookies or similar technologies that are not strictly necessary for operating the website, for example for web analytics or advertising. In Germany this follows from Section 25 TDDDG. In individual cases, your legal adviser decides.

What is Google Consent Mode v2?

Consent Mode tells Google what a user has consented to. Version 2 added two signals for user data and personalisation. Google has required them since March 2024 for audiences and personalised ads in the European Economic Area. Read more in our knowledge article on Consent Mode v2.

What is the difference between basic and advanced mode?

In basic mode, Google tags only load after consent. In advanced mode they load beforehand and, without consent, send only cookieless signals from which Google models conversions. Which variant fits should be agreed with your data protection officer.

Which consent platforms do you work with?

With all common consent management platforms, such as CCM19, Cookie Information, Usercentrics or Cookiebot. If you already use a solution, we check and correct the existing setup.

Do you provide legal advice?

No. We implement the technical requirements and deliver the documentation. The legal assessment lies with your data protection officer or law firm, with whom we are happy to work.

 Enquire about a consent check 

Tell us which banner and which advertising platforms you use. We will get back to you with a proposal for getting started.

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4.9
Based on 33 reviews
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Ahmed Badia
Ahmed BadiaSenior Software Developer Team LeadCall: 0228 243 313 54

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