In the basics guide (JENTIS NoConsent Mode) we covered how to install and use the NoConsent-Mode in JENTIS Tag Manager. With that in mind in this guide we will make a deep dive into consentless tracking and options on further customizing your JENTIS setup.
Please be aware that this only covers technical functionalities of integration and is not in any terms a legal assessment or consulting.
Data Queue and Consent Interactions
A user journey begins on a website with loading the page as a chunk of HTML tags and attributes. Now the user is often presented with a consent banner where he can decide to consent to some features on the website or not. That simple process already has very important implications in regards to tracking. Let’s break that down a bit and describe what challenges appear in those steps in a real world scenario.
User Browser Loads and Displays Website https//www.website.com/
A website is displayed on the screen of the users browser software. The HTML contains a JS function call that will load the JENTIS JS SDK from the first party domain and execute the code. In the most cases that alone would trigger the tracking of a “pageview” interaction, so lets assume our DataLayer contains at least a “track:’pageview'” command.
NoConsent-Mode has no implication on this decision! JENTIS always awaits an active consent-decision of a user. However you can turn the consent engine off in JENTIS entirely, which will give you two options:
Option 1: JENTIS will await consent interaction before any tracking is activated (default). Option 2: JENTIS will activate the tracking automatically with no regards to consent-decisions (yet). The NoConsent-Mode will not be activated as all tools are treated as if with consent.
User interacts with consent banner and consents to certain tools.
NoConsent-Mode is only relevant in this scenario. As the consent now is defined in detail and per each tool as a result of the active user decision. Option 1: Tool is granted consent and it will operate normally. Option 2: Tool is not granted consent and it has NoConsent-Mode defined, so it will still send data but anonymize all parameters according to configuration. Option 3: Tool is not granted consent and it has no NoConsent-Mode defined, so it will not activate and not send data.
Now lets look into both scenarios in a bit more detail.
Turn Off Consent Engine in JENTIS Tag Manager
With the following setting you can turn off the Consent Engine in JENTIS Tag Manager. This will result in a configuration where no consent is awaited and tracking can be activated at any time.
Navigate to your account administration settings (gear icon in the upper main navigation) and select “Consent Administration”. Here you will find a toggle to apply this decision.
Warning: Be sure to only use this mode in respect of all legal consequences that are subject of your compliance assessment.
This setting will give you the option to apply different tool and tag configurations based on consent and even before the moment a user interacted with a consent banner. You can combine this with JENTIS NoConsent-Mode.
For now we will implicate that the JENTIS Consent Engine is turned on and consent is awaited.
In the first part of this guide we described the options on the consent mode and those implications. Those awaiting the active decision of the user when he interacts with a consent-tool. Now that also can have multiple outcomes and those we should cover.
The NoConsent-Mode settings are part of the foundation (JENTIS NoConsent Mode). You can define how to operate after the consent decision was made by the user. However that only covers some possible outcomes.
Mix and Match Situation
Now the general decision of deactivating the JENTIS Consent Engine entirely is not an option in many cases. However the awaiting of a consent-decision might also be a bit too harsh, as not all tools and data requires consent. So why not try to get the best of both worlds?
As this is not an easy decision and should be chosen deliberately we do not define any of the following options as a default in JENTIS.
The option at hand is to activate the tracking of a “pageview” when the page is loaded (not awaiting consent) but flag this request as a “no_consent” interaction, so the NoConsent-Mode can pick those signals up. Further down the stream we can await the active decision of the user and react accordingly (thus, maybe resulting in tracking a second “pageview”). As you can imagine this also has a great impact on your data. So you should consider all drawbacks and benefits of a mix-and-match approach.
Implementation of a mixed approach
The basic idea is to automatically track a pageview (sending a track:”pageview” command) as soon as a page loads and also define a basic consent-interaction (that defaults to no consent, if that user has not given any consent yet).
For this we will provide a detailed implementation description soon. It will be published here and give you a guide how to implement this into your website using JENTIS.