---
title: "Consent Signals"
slug: "gtm-consent"
updated: 2026-09-09T11:36:37Z
published: 2026-09-09T11:36:37Z
canonical: "help.awin.com/gtm-consent"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://help.awin.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Consent Signals

## Overview

The process outlined in this guide will allow your site to make use of our Consent Signal Framework. We highly recommend following this process.

Our Consent Signal Framework contains a key property for the `AWIN.Tracking` object: `AdvertiserConsent`.

When set, the MasterTag will read its value and, based on this value, decide whether or not to set a Cookie (on the Landing page) and, furthermore, to read the value of the cookies on your order confirmation page.

> [!NOTE]
> Note
> 
> This article covers the integration of Awin Consent Signals exclusively in GTM. For information on consent handling in general, please see [Consent Framework](/developers/docs/consent-framework).

****⚠️ Consent Signal Disclaimer****

If you’re not making use of the consent parameters, then Awin assumes you’ve obtained cookie consent from the website visitor as per the Advertiser **Agreement** for any Traffic sent to us.

If you indicate that we don’t have consent from the website visitor, we don’t set a cookie on your landing page and we don’t read first-party or process third party cookies on the checkout page, with the only exception to when cookies are considered as strictly necessary as for cashback and loyalty activities.

If any value besides `true`/`false` and `1`/`0` are passed, they will be treated as if no value was specified.

Partner plugins are not covered by Consent Signals. If you are using any partner plugins, then please reach out to the Awin Technical Support team for advice.

---

## GTM - Client-Side Tracking

> [!WARNING]
> Important
> 
> To make use of the Awin Consent Tag, please ensure that you’ve installed the proper Awin Conversion Tag as outlined in our Google Tag Manager client-side tracking [installation guidance](/developers/docs/gtm-client-side).

### Step 1 - The Awin Consent Signal template tag

The Awin Consent Signals tag can be imported directly from the GTM Community Template Gallery.

1. In Google Tag Manager, navigate to **Tags**.
2. Click **New** and choose **Discover more tag types in the Community Template Gallery**. ![](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/image(32).png)
3. Searching for *Awin* will reveal the Awin Consent Signals tag. ![](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/image(33).png)
4. Add this tag to your workspace, accepting any applicable notices. ![](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/image(34).png)
5. The plugin is now available for use in your container. Add this tag to your container as you would with another tag and give it an identifiable name (e.g., Awin Consent Signals). ![](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/image(35).png)

### Step 2 - Tag configuration

There are two types of consent configurations supported by our tag. Please see the relevant section based on your current consent model.

If you do not have consent model in place, please proceed with the Google Consent Mode process.

****Using Google Consent Mode parameters****

If you are making use of Google Consent Mode, the tag can be configured to listen to one of these Consent Mode parameters. To enable this, check **Use Google Consent Mode Parameters**.

Then, select the relevant parameter that you’ve allocated to Awin. We recommend using `analytics_storage`.

![](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/image(36).png)

Based on the chosen parameter, a direct mapping between this parameter and the value of the `AWIN.Tracking.AdvertiserConsent` object is established. For example, if `analytics_storage` is marked as declined, our tags will act accordingly.

**Triggering**

We recommend using `Initialization - All Pages` as the associated trigger for this tag. If you’re unsure if this is the right choice for you or this trigger is missing, please see the [Triggering logic](/developers/docs/gtm-consent#triggering-logic) section of this guide for more information on the triggering logic, types and creation process.

Your tag should look as shown below before deployment:

![](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/image(37).png)

****Using a custom consent variable****

If you are not using Google Consent Mode, you’ll need to manually map the appropriate `Consent Status` variable. Ensure that **Use Google Consent Mode Parameters** is unchecked and you’ll be able to map this variable to your own.

![](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/image(38).png)

> [!WARNING]
> Important
> 
> - The allowed values for this field are `true`, `false`, `1`or `0`.
>   - If any other values are passed, or the field is left blank, the tag will assume `true` was specified.
> - As per the above, when the user visits your site for the first time, this variable’s default value should be `false`. Otherwise, the tag will default to `true` before the consent collection process has taken place.

**Triggering**

This configuration of the tag requires an additional trigger when compared to the use of Google Consent Mode. This trigger should fire the tag every time the consent status is updated by the user and should be placed **in addition** to the Initialization trigger.

Please see the [Triggering logic](/developers/docs/gtm-consent#triggering-logic) section of this guide for more information on the triggering logic, types and creation process.

Your tag should look as below before you deploy any changes:

![](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/image(39).png)

### Triggering logic

For a correct implementation of our Consent Signals plugin, your Consent Management Platform (CMP) tag should fire **before** the Consent Signals tag.

We want both of these tags to fire **before** any other Awin tag.

In summary, your triggering logic should be:

| CMP tag → | Awin Consent Signals → | Awin Journey / Conversion Tag |
| --- | --- | --- |

For more information on which triggers take precedence over another in GTM, please review [Google’s guidance](https://support.google.com/tagmanager/answer/7679319?sjid=14804513256528510308-EU) on this topic.

To ensure the correct firing sequence, we advise using the following trigger type, in the specified order:

1. **Consent Initialization** - For your CMP tag.

2. **Initialization** - For the Awin Consent tag.

3. **Page View** - For the Awin MasterTag / Conversion Tag.

#### Creating an initialization trigger

If you’re attempting to place an initialization trigger on the Awin Consent Tag and find that one is not available, please follow these steps:

1. In your tag, click on **Triggering**, then choose the plus sign (**+**) in the top right corner.
2. Select **Initialization** from the list. ![](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/image(41).png)
3. Assign this trigger a recognizable name and apply it to your Awin Consent Signals tag.

> [!NOTE]
> Note
> 
> In this example, the Advertiser is using Cookiebot CMP, loaded via GTM.

Below is an example of how the tags and their triggers would look like in GTM.

![](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/image(42).png)

### Remove Consent Mode restriction from Awin tags

After the Consent Signals implementation is complete, the Awin tags are capable of handling consent automatically, therefore you must ensure that no further Consent Mode restrictions apply to the Awin tags, otherwise your implementation may yield incorrect results.

To remove Consent Mode restrictions, open the Awin tags configurations, expand **Advanced Settings** section, then the **Consent Settings** section, and ensure that **No additional consent required** is selected, as seen below.

![gtm asc config hint](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/gtm-asc-config-hint.jpg)

Please note that this apply to all three Awin web tags, i.e. Awin MasterTag, Awin Conversion, and Awin Consent Signals.

---

## GTM - Server-Side Tracking

### Introduction

If your area of ​​activity is subject to cookie consent regulations, please follow the instructions below to ensure that your sGTM tracking implementation complies with the relevant guidelines (e.g., the GDPR in the European Union).

### Using Google Consent Mode

If you are using Google Consent Mode, you can configure the tag to make use of the Consent Mode parameters, this will enable an automatic mapping between the Consent Mode parameters state and the consent state within the Stape tag. Please see below the steps necessary to enable this.

**Stape Data Tag Consent Configuration**

### Stape Data Tag Consent Configuration

You can use the Stape Data Tag to transmit the consent state from the web container to the server container. This can be achieved by enabling the “Add consent state” setting of the tag. Enabling this setting means that the Data Tag now makes the Consent Mode parameters available in the event data, which the Awin Stape tag can then be configured to read automatically.

Note that the consent configuration should be done for both the page view and purchase Data Tags, see the below section for how to achieve this.

#### Page View

To configure consent for the page view tag, first enable the “Add consent state” setting, then add a “consent updated” trigger to the tag. This will enable the Data Tag to send a page_view event to the server container whenever the consent state is updated. Below is an example of how the tag should be configured.

![sGTM: stape data tag - add consent state](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/sGTM-stape-data-tag-add-consent-state.jpg)

#### Purchase

To transmit the consent state via the purchase event, all you need to do is enable the “Add consent state” setting of the purchase Data Tag, as shown below. No additional trigger is required here.

![sGTM: Stape DataTag - Purchase: Add-consent-state](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/sGTM-StapeDataTag-Purchase-Add-consent-state.png)

After you’ve configured both Stape Data Tags, you can move on to enabling the automatic mapping in the Stape Awin tag (see “Enable Consent Mode in the Awin Stape Tag” section of this guide).

**GA4 Event Consent Configuration**

### GA4 Event Consent Configuration

#### Create “Consent Update" GA4 Event on Web Container

First, you need to inform the server container when the user updates their consent preference, this can be achieved by creating a GA4 custom event on your web container, this event sends a request to the server container when the consent state is updated.

To do this, navigate to the **web container** and create a GA4 event tag, in the Event Name field add “consent_update_sgtm”, and set the tag to trigger when cookie consent is updated, as shown below.

![sGTM: set GA4 Cookie Consent Event on GTM WebContainer](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/sGTM_set_GA4_Cookie_Consent_Event_on_WebContainer.jpg)

#### Map the “Consent Update” Event to the Awin Stape Tag

First, you need to create a new trigger to read the “Consent Update” created by the GA4 tag. To do this, go to the “Triggers” section in the **server container**, and create a new event as shown below.

![sGTM: map Consent Update Event to the Awin Stape tag](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/sGTM_map-ConsentUpdateEvent-to-the-Awin-Stape-tag.jpg)

Next, you need to map this event to the Stape tag, to do this, navigate to the “Tags” section, open the Awin Stape tag configuration, scroll down to the “Triggering” section and add the “Consent Update” event that you just created, as shown below.

![sGTM: map stape tag to consent update trigger](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/sGTM_map-stape-tag-to-consent-update-trigger.jpg)

#### Create Lookup Table Variable on Server Container

The next step is to create a Lookup table variable on the **server container**, this variable will enable the Stape tag to trigger whenever a page view event or a consent update event occurs. Configure the variable as shown below.

![sGTM: page view and consent update lookup table](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/sGTM_page-view-and-consent-update-lookup-table.jpg)

Note: ensure that the both the page_view and consent_update_sgtm event names are input in the Lookup Table.

#### Map the Lookup Table Variable to the Awin Stape Tag

The next step is to map the variable to the Awin Stape tag. Open the Awin Stape tag and expand the “Event Names” section, then map the variable created at the previous step.

![sGTM: set stape tag event name to page view and consent update](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/sGTM_set_stape_tag_event_name_to_page_view_and_consent_update.jpg)

Note, the ”Purchase event name” should remain the same.

### Enable Consent Mode in the Awin Stape Tag

The last step is to enable the functionality from the Awin Stape tag. Tick the “Automatically detect consent from Google Consent Mode or Stape's Data Tag” checkbox, and select the consent mode parameter corresponding to the category of the Awin cookie, we recommend using “analytics_storage”, but please ensure that this is the same parameter as the one used for the client-side integration.

![sGTM: Stape automatically detect consent from Google Consent Mode or Stapes Data Tag](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/sGTM_Stape_automatically_detect_consent_from_GoogleConsentMode.jpg)

If the privacy regulator in your area of activity recognizes cashback and rewards cookies as “strictly necessary”, then please ensure the “Enable Unconditional Cashback & Rewards Tracking” is also ticked. More details about cashback and rewards tracking can be found here: [Cookie consent settings](/advertisers/docs/cookie-consent-settings)

### Using Custom Consent State Variable

You can also inform the tag of the consent state by mapping a variable that stores this to the “Awin Consent Signal” field.

![sGTM: Using Custom Consent State Variable](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/sGTM_Using_Custom_Consent_State_Variable.jpg)

If you do this, you must ensure that the below conditions are fulfilled:

This variable must store the consent state as chosen by the user

Accepted values are: 0,1,true,false. If anything else is specified, then the tag will interpret that as “true”.

If the use is yet to specify their preference, then the field should be set to “false”.

Every time the user changes their consent preference, the variable must be updated accordingly, and the tag **must** be retriggered using a page_view event.

If you are using the Stape Data Tag, then you can transmit the consent state variable to the server container by mapping it as an Event Data variable in the Data Tag configuration:

![Using Custom Consent State Variable Stape DataTag](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/Using-Custom-Consent-State-Variable-Stape-DataTag.png)

Note that this should be done for both the page view and the purchase Data Tags.

### Important Note

If you have implemented any of the above 2 solutions, then the Awin Stape tag will handle read the consent state and behave accordingly.

For your implementation to work correctly, if Consent Mode is active on your web container, you must ensure that the Google Tag and GA4 Event tags that are used to send event and Transaction data to the server container are **not** restricted by Consent Mode.

To do this, go to the **web container**, open each tag in question, expand the “Advanced Settings” section, then the “Consent Settings” section, and select “No additional consent required”.

![sGTM: no additional consent required](https://cdn.document360.io/ec9ead62-8ecc-46ef-aac7-9b0a9081b40b/Images/Documentation/sGTM_no_additional_consent_required.jpg)

With a full consent implementation, this applies to 3 tags, that is, the Google Tag that sends the page view event to the server container, the GA4 event tag that sends the “consent updated” event, and the GA4 event that send the transaction data and the purchase event.

Small file used to track users between sites.

Page where users land after clicking a link.

A business that sells goods/services and pays affiliates for referrals.

Number of visitors to a website.

EU regulation on personal data protection.

A completed sale, order, or lead.