Essential Mode and Google Consent Mode Integration

Disclaimer: This article is intended for informational purposes only and does not constitute legal advice. For advice tailored to your specific situation, consult your Data Protection Officer or a qualified attorney.

Introduction

In the realm of digital analytics and marketing, JENTIS stands out as a pivotal data capturing platform and tag management software, streamlining how organizations track user interactions across their digital properties.

With increasing emphasis on data privacy and user consent, understanding and implementing consent configurations like Essential Mode in JENTIS is crucial. This article explores:

• The role of Essential Mode in JENTIS.

• How it differs from Google Consent Mode (GCM).

• How both interact when combined.

• Technical configuration options within JENTIS.

Essential Mode in JENTIS vs Google Consent Mode

Essential Mode (JENTIS) is a configuration setting that defines what is considered strictly necessary data for your business. It ensures that in cases where user consent is not given, JENTIS can still track and forward data that has been pseudonymized or anonymized.

Google Consent Mode (GCM), on the other hand, instructs Google services (like GA4, Ads, Floodlight) on how to handle incoming data: whether to store, restrict, or redact based on the user’s consent status.

JENTIS Essential Mode	Google Consent Mode
Defines what data is forwarded and when.	Defines how received data is processed by Google.
Trigger-driven, parameter-based.	gtag()-based signal handling (granted / denied).
Operates on the data routing level.	Operates on the provider data processing level.

Key takeaway: JENTIS controls what and when data is available, while GCM dictates how Google treats it.

Possible Combinations

Since Essential Mode and GCM serve different purposes, they can operate independently or in combination.

Option A – Direct Mapping

• JENTIS consent (true/false) is submitted as-is to Google.

• Both systems reflect the same consent state.

• Common default but may be redundant.

Option B – Mixed Approach

• JENTIS consent: ❌ (denied) → JENTIS still executes Essential Mode with anonymization.

• GCM: ✅ (granted) → Google services treat data as if consent was given.

• Useful to avoid redundant data redaction when JENTIS already anonymizes data.

Overview of Google Consent Mode

Google Consent Mode (GCM) is a framework that allows Google services to adjust data handling based on consent signals.

• Client-side tags: Controlled via gtag() function and window.dataLayer. Signals must be pushed by your CMP, website, or JENTIS.

• Server-side tags (JENTIS): Consent is computed based on vendor settings in the JENTIS Data Capturing Platform (DCP).

⚠️ Important: Always ensure a default and update signal is sent to gtag()—missing signals will break client-side behavior.

Activating GCM Parameters in JENTIS

Within JENTIS, you can configure GCM parameters either globally (via vendors) or per tag.

Parameters Available

• ad_user_data

• ad_personalization

• ad_storage

• analytics_storage

Recommendation: Initialize all with denied on page load, then update to granted where user consent is present.

Configuring Consent Mode with JENTIS Vendors

1. Navigate to Legal Hub → Vendors.

2. Edit a Google-related vendor (GA4, Ads, etc.).

3. Tick the checkboxes to link vendor consent with GCM settings.

✔ If checked → consent translates directly (granted / denied). ✖ If unchecked → JENTIS does not submit signals (your CMP or website must handle it).

Conflict resolution: JENTIS uses a “single signal wins” approach. If multiple vendors link to the same setting, any positive consent translates to granted.

Overriding Defaults

While vendor settings act globally, individual tags allow overrides:

• Static values (e.g. force granted).

• Custom variables (dynamic mapping per tag).

This is useful for fine-grained control, especially when combining Essential Mode with GCM.

Consent Mode in Server-Side Tags

Server-side JENTIS tags can configure:

• npa (Non-Personalized Ads)

• gcut, gcd, gcu, gcs (Consent signals)

• dma_cps (DMA compliance)

The critical parameter is gcs (Google Consent Status), which follows Google’s GCM syntax (e.g. G100, G111).

Example mapping:

Value	Meaning
G100	Consent denied for ad_storage + analytics_storage.
G111	Consent granted for both.

Configuring “Option B” – Mixed Consent

To avoid redundant redactions:

• Override placeholders with static “granted” values (e.g. G111).

• Or use Synthetic User variables provided by JENTIS (always push granted).

This allows anonymized data (via Essential Mode) to still be fully usable in Google tools.

Consent Mode with Client-Side Tags (gtag.js)

Example default initialization:

gtag("consent", "default", {
  ad_user_data: "denied",
  ad_personalization: "denied",
  ad_storage: "denied",
  analytics_storage: "denied",
});

JENTIS can update these signals dynamically based on vendor settings and CMP integration.

Google Consent Mode v2

As of Nov 2023, two additional parameters were introduced (ad_user_data, ad_personalization).

• Review if your CMP supports GCM v2.

• Update JENTIS vendor mappings accordingly.

• Test thoroughly before publishing.

Final Notes

• JENTIS provides full control over what Google receives.

• Essential Mode ensures data is anonymized at source.

• GCM ensures Google services treat that data according to consent signals.

• Always evaluate configurations with your legal advisor to ensure compliance.