Last updated 1 December 2023: New consent signals added Ever since Google Analytics released the first features of consent mode, I’ve been anxiously waiting for news about a more tightly-knit integration with Google’s preferred implementation solution: Google Tag Manager. In a recent release, Google released a veritable cornucopia of new features that should assist in determining and implementing consent not just across Google tags, but any tags running in the container.

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Universal Analytics utilizes two components (by default) to attribute a browser session to a specific campaign: query parameters in the URL and the referrer string. The page URL is sent with every hit to Google Analytics using the Document location field, which also translates to the &dl parameter in the Measurement Protocol. The referrer string is sent with a hit to Google Analytics using the Document referrer field, as long as the referrer hostname does not exactly match that of the current page and the referrer string is not empty.

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