What’s going on with Data Consent in the EEA?

Dedicated. Data-driven. Digital Marketing.

Today is deadline day for Ad Personalised Data Consent in the EEA 😲

What does that even mean? 🤯

In short, from today Google will only accept certain tracking data 🔎 into it’s platforms such as GA4 and Google Ads within the EEA when the matching consent is both granted AND passed to Google.

Tracking consent has been around for a while now, the difference here is that Google previously trusted website owners to get consent before firing tags that passed tracking data into Google. Now Google has dropped that trust 🙅‍♂️ and wants confirmation of consent passing directly to them signalling whether they can process the data.

So what do you need to do? 🤔

Here’s the top level steps however there’s much more to it than I can fit in a post so it’s probably best to reach out to us or another specialist to confirm your set up.


Luckily this is super easy to implement on Shopify, just head over to Settings > Customer Privacy and turn on your Cookie Banner for at least the 🇪🇺 EU regions. You also need to ensure you have an up to data and appropriate privacy policy.

You will also need to ensure your Google tracking tags are set up via the official Google & YouTube sales channel for Shopify’s built in Cookie Consent tool to work.


For other sites like WordPress you’ll most likely need to use Google Tag Manager with the latest version of Consent Mode enabled, here’s the steps:

1️⃣ You need a CMP (Consent Management Platform). After researching and testing many we found CookieScript to be one of the most versatile and best value platforms so we have partnered with them. (I’ll drop a link in the comments)

2️⃣ Scan the cookies on your site with CookieScript 🍪, categorise them and add descriptions explaining what each does.

3️⃣ Add the CookieScript templates to GTM and link your cookie banner.

4️⃣ Reconfigure your main tracking tags to only fire when the matching consent is granted.

5️⃣ Within the advanced settings of each tag, specify any additional consent checks required for the tag to fire, these combined with the built-in consent checks should pass the consent data back to Google.

6️⃣ Test your setup with tag manager and pixel helper plugins, your tags should only fire after consent is give. Then also open Chrome and developer tools when on your website then search within Network for “collect?” within the request URL to google you should see “gcs=” and “gcd=” values, these values signify the types of consent sent go Google.

What about the 🇬🇧 UK?

So far this is only for countries within the EEA (European Economic Area) the UK currently doesn’t fall within these rules but I assume it wont be long before the UK, and others follow so it’s best practice to have this set up sooner rather than later.