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How to Implement Consent Mode on Your Website: Tips and Tricks
Data protection is a new trend. Users want to be confident that their privacy is the highest priority. Companies need to collect information about their users to make their products more targeted and personalized. Every target audience is limited. And it’s hard to create a target audience and make personalization better without the user’s data. Consent Mode is used to manage tags, scripts, or services’ behavior based on the given user’s consent. The default settings for Consent Mode and the banner requirements depend on the user’s location. There are different options regulated by the data protection laws, for example: GDPR — protects European Union users LGPD — protects Brazilian users CCPA — protects Californian users The main principles are the same: You have a default consent statement and, after the user’s reply, you change the data collection process based on the received answer. Many vendors on the market propose so-called out-of-the-box solutions, but several implementation steps are needed to start. These tools are named Consent Management Platforms (CMP) and mainly consist of two components: A consent banner that is shown based on the described rules inside the tool A consent mode mechanism that sends the user’s consent to your system In most cases, the blocking mechanism is not on the vendor’s side — meaning that you and your company are fully responsible for legal compliance. There are a lot of protective laws, but let’s concentrate on one of the most important ones: GDPR. You can’t collect a user’s data without direct consent if the user is from a GDPR country. The consent mode system works in the mode “fire tags/scripts/services — not fire tags/scripts/services.” Several options could improve the data collection process. The most significant is Google Consent Mode, Google’s solution for improving data collection techniques. Of course, it requires a separate implementation. It’s useful if you use Google infrastructure (Google Consent Mode, Google Analytics, etc.). Try Wrike for free Problematics In a nutshell, we want to collect as much information as possible, be legally compliant, and integrate both CMP and Google Consent Mode (GCM). But what challenges do we face? CMP integration with GCM is quite hard to prepare CMP and GCM work on different principles. Even if the selected vendor has a direct connection with Google Consent Mode, it means that you would have a delay between the page load and the consent received. There is also a problem with returning users. For example, let’s say a user from an EU country visited your website two days ago and gave their full consent. Today, they visited the website again. If you use the built-in GCM mechanism inside your CM platform, there would be the following steps: Default Google Consent Mode command for EU users (denied all the storages) Waiting for the CMP info about the user’s previous consent Google Consent Mode update command In this case, you‘ll either wait too long to fire Google and other tags or collect information that you could collect without consent (which would be extremely limited). And, of course, many vendors don’t have Google Consent Mode integration. There would be a delay between the CMP-sent events and the page load If you have several third-party services on your website, you most likely use ready container solutions like Google Tag Manager (GTM). GTM allows you to simply and quickly implement and change all the code snippets inserted on the website. CMP sends the events that help you understand the user’s consent level. This information influences the tags’ behavior change. That means the user’s consent information could only be sent after the GTM has loaded. It causes a delay of several seconds — and that’s crucial! Most tags should fire as soon as possible. Users could leave the site soon, and you wouldn’t be able to track them at all. No one can confirm that 100% of events are sent properly from the website to the GTM, which is the second reason why we cannot fully rely on this mechanism. There could be restrictions connected to the website structure, performance issues, etc There are some CMPs that (based on their instruction) can be implemented directly via GTM — “no developers needed,” as their advertising promises. In this case, the delay between the user’s consent statement and page load would be so high that data collection becomes meaningless. A CMP is also a third-party system that could negatively influence your website performance, which is crucial for SEO optimization, organic search, and user experience. For example, the site could take too long to load. Implementation issues Let’s come to the moment when you select the CMP. First of all, it doesn’t matter if it has direct implementation with GCM or not. Secondly, if the selected solution has a GTM installation option, don’t use it. Let’s discuss why. Why you shouldn’t implement CMP via GTM 1. GTM should be implemented at the head of the website. Unfortunately, this is not always so due to site performance, load time, security reasons, etc. Because of this, there’s a delay between the site loading and the GTM load. That leads to a delay between the site load and the CMP load, which means potential data losses. 2. We can’t control that GTM will be loaded in 100% of cases. That means you can’t control whether CMP will always work on your website. It could lead to data losses and a fine for a data protection breach. Even large companies like WhatsApp and Google have faced GDPR problems. The biggest fine in history was paid by Amazon in July 2021 to the tune of $877 million. 3. There would be a delay between the page load and banner appearance. The main problem is that you need to wait until GTM loads, run the CMP default state, and only after that set the default consent state. That’s why the delay between the Consent Initialization trigger and the Default CMP mode is too great. We should also be aware of the delay caused by GTM implementation. Those are the three main reasons why it’s not the best idea to implement CMP via GTM. Of course, if you have a simple site structure, you could experiment with different implementation issues, but my common advice is to implement CMP directly on the website. Process flow Let’s discuss the process scheme. The baseline can be found in the picture below. The main idea is to separate the data load process into two main branches: new users and returning users. At the same time, the new user group also should be divided into two parts: users without data collection restrictions and the opposite group. Consent mode loading process With the presented scheme, we achieve the following goals: We are fully law-compliant and collect data only for those users who consent. We manage Google Consent Mode and, based on the received data, the Google-based tags are updated automatically. We avoid delays between page load and data collection beginning. I guess that, at this point, we could call ourselves the Consent Heroes! Try Wrike for free The processing speed: Hints and tricks One of the best ways to speed up the default statement load is to prepare the cookie on the website side, which contains the consent values for the user. There can be different cookie categories. For example, Google separates all cookies into five different buckets. It depends on your company’s needs and the expected user behavior. You need to carefully review the services, tools, and cookies you use and find the balance between the desired categories, implementation issues, and user experience. Be aware of the fact that you should represent each category on your CMP banner. Let’s consider the most classic situation with the three main groups: Requirement bucket: Strictly necessity cookies. The site can’t work properly without them Functional bucket: Supports the site’s functionality and common stat Advertising bucket: All services and functions connected to advertising The idea is to code the bucket values in a cookie that should send the values directly to GTM based on the user’s IP location. For example, you could code a functional bucket as “2” or “b.” In this case, we improve the loading speed because: We should not wait for the CMP full load on the website The default statement will be received before the container loaded trigger when the majority of tags should fire Another option is to unite the region-specific and basic Google Consent Mode default commands. There is an option to manage the Google Consent Mode default state for different locales, which means you need to wait for both events before any other tags can fire. There is a small trick that could improve this stage, which we’ll discuss in the next chapter. CMP and Google Consent Mode alignment: Step-by-step instructions Say you have selected the CMP solution that perfectly meets your needs. You conducted the tests, discussed the process with the developer’s team, and solved all the issues with GTM. What should you do next? How do you align the selected CMP with Google Consent Mode? Here is a simple step-by-step guide. 1. Create a custom template in GTM Templates are needed to create the custom tags and variable definitions, so others within your organization can use them alongside the built-in tag and variable templates. In the case of GCM implementation, there are two main options: Use the custom template created by one of the developers, GTM researchers, or vendors; or prepare it on your own. If you want to use a pre-prepared custom template, you need to carefully review it with security because the template will need to write and read access. Options: Pre-prepared custom template: The best template found during my GCM research is Simo Ahava’s template, which is pretty simple to use and adapts to your needs. Here’s his article with the full description. The Google Consent Mode template instruction: This has the same instruction but needs to be adopted. 2. Implement custom CMP on your website The basic implementation consists of copying and pasting the CMP implementation code. But two action items should be completed first: The place where you implement the CMP code. The basic instruction usually requires you to implement it in the head of your website code. But this can harm your website performance and SEO optimization, so it should be carefully checked If you decide to add a custom cookie to improve the processing speed, this is the right stage to do so. Remember, the main point here is to collect consent before the final CMP load and send it to GTM before the container-loaded event. In this term, we could launch the tags earlier and collect more data. 3. Turn on Google Consent Mode in Google Tag Manager Go to the admin interface and turn on the Google Consent Mode setting. You will see the following sign in your tags section. 4. Make small adjustments in the Google consent mode template Update the region formula. As we discussed earlier, every company wants to collect as much data as possible while remaining legally compliant. The more markets you have, the more laws you have to follow. For example, in some countries, you can collect data by default. However, there is a GDPR law in Europe, so the user’s data can be collected only after the user’s consent. That means you have to use region-based behavior: two separate default commands for the specified regions and all the others. The small trick here is to use the same consent default command for all the regions and make it region-based at the same time. There are two steps to consider: Create a custom constant variable and make it region-based. For example, create a constant variable with the list of countries where you want to specify the user’s behavior. Specify the values for Google Consent Mode storage with the help of custom JavaScript variables. The baseline here is to deny or grant them by default, but change them when the consent is updated. That’s why two commands are usually needed for region-based behavior. I suggest changing their value from the very beginning based on the geo-location rules with the help of the custom variable from the previous step. For example, you could use the following points to make analytical_storage denied or granted from the very beginning before the container has loaded — specify it as the custom JavaScriptvariable: Use CMP country value if applicable to set the storage value for granted countries where it’s normal for the new users. Compare the received value with the region constant variable created in the previous step. Update the value based on the customer-created cookies — this helps update its value for returning users earlier. For example, if the cookie collects “2,” that means that functional storage is allowed => analytics_storage = granted The structure of the default command tag will be the following: 5. Change your tag’s behavior based on the received consent There can be three main categories: Google-based tags Triggers: only the standard one (like pageview) Exception triggers (no need) Change their behavior based on Google Consent Status Google-based tags have the building consent. They will check their values and manage their behavior based on the received data. Here is the description for the Google Analytics tag. Event-based tags — tags that should fire if the specific event occurs: Triggers: Selected event Exception triggers: Triggers based on the denied CMP consent — category-based Fires if the event occurs and we have CMP consent Not event-based tags and not Google-based tags There are two main options: Model their behavior based on Google consent — in this case, they are not modeling their behavior but firing when Google consent was given Model their behavior based on CMP events — the same, but CMP-based 6. Double-check the client Id and ga object settings In some cases, Google Consent Mode use could prevent the loading of ga object and client Id values. Mostly it causes harm if you use the Google Universal Analytics version (or GA4 and Universal Analytics at the same time). To avoid data losses, add the trigger “ga object defined” to the connected tags. For example, the trigger could be created as the custom event trigger that should fire at any event when the ga_object variable is defined. These are the main steps that should be taken to implement CMP and GCM and, of course, to connect them. The next step is to start testing. The best indicator that something is wrong is Google Analytics data: both in the interface and the database if you use the Google Analytics data import (direct or via API). The best practice here is to prepare a list of key and additional metrics and add them to the control dashboard with alerting issues. After this very last step, you can finally be named the Consent Mode Hero! These steps can help you improve your data collection cycle, avoid data losses and page load delays, and eliminate GDPR problems. This article was written by a Wriker, in Wrike. See what it’s like to work with us and what career development opportunities we offer here. Also, hear from our founder, Andrew Filev, about Wrike’s culture and values, the ways we work and appreciate Wrikers, and more here. Try Wrike for free
How Wrike Puts Strategy, Goals, and Sprints in Sync
A company with a big product or product portfolio has to work to synchronize strategy with the daily efforts of each employee. If teams act out of order, the strategy remains just a beautiful document. In this article, we’ll unveil how our company aligns goals at different levels, what goals are set at different stages of planning, and who is involved in planning. Wrike has three levels of product goals: Annual Quarterly Team-specific sprint goals At each level, there are employees who build processes and are responsible for achieving the goals. Strategy and annual goals Wrike has a company strategy and a product strategy that supports it. To understand how they relate, let’s look at an example. If a company wants to operate more in the enterprise segment, certain product changes should follow — that is product strategy. Company strategy is much broader. In addition to product changes, we need, for example, to change the way we hire people in the sales department, restructure marketing, etc. Company strategy is about which market segments we want to go into, while product strategy is about how the product needs to be changed to enter these segments effectively. Since product strategy and company strategy are closely related, their updates occur synchronously. We usually review the strategy once a year. Company strategy is the responsibility of the executive team, in which the product organization is represented by the VP of Product. The executive team meets regularly and, as a result, defines the overall strategy of the company. That is how it becomes clear what we want to achieve as a company. The product team is less involved in this process: for example, the VP of Product can ask someone to work on a specific issue or prepare the necessary data. The product team is much more involved in product strategy. The VP of Product is responsible for this process and all product teams are engaged. To better understand the product strategy process, it is important to understand how our product team is structured. It consists of separate divisions (units). Each unit has its own leader. In this article, we will call them Lead Product Manager, but it can also be the Director of Product or Senior Product Manager. Within the units there are product teams, each headed by a product manager. The formation of the product strategy takes place in two directions: top-to-bottom and bottom-to-top. Top-to-bottom is the general vector of product development formed by the VP of Product. To do this, they use different input data: company strategy, general market trends, competitive research, reports from analytical agencies like Gartner, product sales analytics (e.g., stronger segments, growing segments, etc.). All this information helps us understand what to focus on. In addition, it allows us to understand our limitations. What resources can we invest in product development this year? What percentage do we need to spend on mandatory support processes, such as improving the technical platform and fixing defects? Top-to-bottom direction forms the framework within which concrete proposals for strategic initiatives need to be formulated. Bottom-to-top direction is ideas for strategic initiatives from the product team. They are formulated by Lead Product Managers but generally, they first consult with product managers from their unit. This is an opportunity for PMs to submit their ideas and participate in the formation of product strategy. When all proposals are collected, they are discussed at a series of meetings of unit leaders, where each idea is evaluated. We consider investment areas that will later be included in the product strategy according to different criteria. The prioritization processes are constantly refined and improved. For example, we can calculate the possible ROI from the implementation of some idea, see how it fits within the company strategy, and evaluate each idea according to ICE. After discussions and prioritization, the VP of Product analyzes the results and draws up the product strategy for the next year. The formed strategy first goes through a feedback loop. Lead product managers carefully study and discuss it, and then bring it to a meeting of all product managers. The output is a refined product strategy: Investment mix: This includes where and how much in percentage we will invest this year. High-level product goals of the year: An example of such a goal could be to release a solution for a new market segment or make the product cover some new big business needs. High-level goals serve as inspiration and usually turn out to be quite abstract in the sense that it is not at all obvious how exactly these goals can be achieved. There should be quite a few such goals. This year we have three of them. For each goal, we define a core metric on how we will measure success. Specific sub-objectives for each goal: These chart the path to the higher-level goals that we all believe in as a team. At the same time, this path is still formulated quite abstractly at the level of intermediate goals that we want to achieve, not specific features. For example, I’m currently in charge of a goal called “Improve Configurability of Platform.” A specific Lead Product Manager is responsible for each of its sub-objectives. Their task at the planning stage is to clarify the sub-objectives and, together with the product analyst, determine the metrics for those. We will work on the goal metric throughout the year, so for the metrics at the sub-objective level, we set quarterly goals. Quarterly Goals Quarterly goals stem from the sub-objectives defined during the yearly planning and may, to a limited extent, overlap with them. By the beginning of quarterly planning, we already have, in first approximation, Objectives (sub-objectives for top-level annual goals) and Key Results (goals for the metrics that we have defined for each quarter). But since the beginning of the year, some changes could have occurred, so some of the goals may be revised. We may decide not to work on some goals in the next quarter and instead focus only on part of the goals. There may also be additional new targets in a particular quarter. Like annual goals, quarterly goals are first discussed between the VP of Product and Lead Product Managers (who confer with their product management team). After discussing quarterly goals with unit leaders, the VP of Product presents quarterly goals at a general meeting of all product managers, answers questions, and collects feedback. The next task for product managers is to propose concrete initiatives that will help achieve this goal and the desired change in the metric. Ideas for initiatives are discussed within the unit with all product and development managers (after all, initiatives must be realistic). We hired unit managers in our company to be responsible for development within units. They help to plan how, where, and which teams to assign. Plus, the teams themselves can assess their capabilities and understand which initiatives they are ready to take on in the next quarter and which they are not. Ideas may also require discussion with other teams and units. Wrike is a large and complex product and you often need the help of other teams to achieve a goal. In order to properly formulate quarterly plans, it is necessary to take into account and calculate all these dependencies and agree on how we will achieve the overall result. After all discussions, plans are brought into the Wrike app, which is our main management tool. To make sure that we have the same understanding of what the plans turned out to be and why, a general meeting is held, at which the Lead Product Managers present the plans of the unit. The meeting is attended by all product managers and development managers, as well as everyone who wants to. Sprint Goals A specific team is responsible for sprint goals, including their product manager. All teams at Wrike work according to Scrum with a two-week iteration (very convenient when the planning cycle is aligned across the entire company). Specific processes can seriously differ from team to team. It has to be convenient for the team, while all the company requires is for each team to have a product increment at least once every two weeks that brings us closer to the common goal. The team as a whole builds sprint goals to achieve the quarterly goals that we jointly formulated for the quarter. Usually, the team highlights progress against quarterly goals on the Sprint Review. All teams try to set ambitious goals, so sprint goals are sometimes not met. We believe that this is not a big deal because the team is tasked to plan each sprint so that the unit gets closer to the overall quarterly goal. Planning tools We try to make the most of the Wrike app, at least for dogfooding purposes. You can build different levels and hierarchies of goals. We feed it annual goals, sub-objectives, quarterly plans with metrics, and even sprint goals. Goals can be viewed in different sections. For example, if a product manager plans sprints, they may not look at other goal hierarchies at all. At the same time, the connection between the levels is preserved and can always be traced or visualized. We use Wrike primarily for the implementation stage. The development of different options for plans and brainstorming is often done in Excel or Miro since those are better suited for working with unstructured data. Structure of goals in Wrike Company strategy (exec team) — annually Product strategy — annually. Driver — VP of Product Inputs: Company strategy Market data (trends, analysts, competitors, win/loss, etc.) Current investment mix Proposed areas of investments (Lead PMs in collaboration with PMs) -> evaluation Outcome: Investment mix Annual goals with metrics (three this year) Sub-objectives with metrics (e.g., improve configurability of the platform) Objective priorities Each objective has a responsible Lead PM who refines the definition and drives metrics discussion Feedback loop Quarterly goals: Sub-objectives for this quarter Suggested by VP Product, feedback loop Clarified metrics for the quarter — Lead PM + Analyst Proposed initiatives — PMs+teams, discussed with Lead PM, presented to a broader group Cross-unit dependencies resolving Sprint goal (Set by PM + team) This article was written by a Wriker, in Wrike. See what it’s like to work with us and what career development opportunities we offer here. Also, hear from our founder, Andrew Filev, about Wrike’s culture and values, the ways we work and appreciate Wrikers, and more here.
