# 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:

```js
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.