CookieYes
Privacy & Compliance Software
CookieYes is a Google-certified Consent Management Platform that helps websites and eCommerce businesses manage cookie consent, privacy preferences and tracking…
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Consent · Firing rules
Every tag fires only with the consent it needs
I configure firing rules in Google Tag Manager so third-party tags and ecommerce events follow the visitor's choice, including when they change their mind.
In short
Conditioning events on consent means each tag or event is sent only when the visitor has accepted the matching category, such as statistics or marketing. I set these conditions up in Google Tag Manager for the Meta pixel, TikTok, Klaviyo and other platforms, and for WooCommerce purchase events, including server-side setups. It is for stores that already have a CMP and need third-party tags to follow that choice consistently.
Where firing rules break down
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Third-party tags outside Consent Mode
Consent Mode handles Google tags, but the Meta pixel, TikTok and other scripts keep firing with no condition at all.
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Events lost after consent
The visitor accepts mid-session, but the page view or add-to-cart event has already passed and is never re-sent.
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Scripts outside GTM
WooCommerce plugins inject pixels straight into the theme, bypassing every rule set up in the container.
How I condition events
I use Google Tag Manager's consent checks and triggers based on the CMP's state, always from a single source of truth. Each tag is mapped to a category, and the behaviour after a change of choice is defined and tested.
- A tag-to-consent-category matrix, reviewed with you
- Additional consent checks on every third-party tag
- Explicit handling of consent given mid-session
- Removal of duplicate pixels injected by plugins
What you get
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Consent matrix
A table listing each tag, its platform, its consent category and the expected behaviour in every scenario.
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Updated GTM container
Consent checks and triggers in place, with tidy naming and folders for future maintenance.
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Ecommerce events reviewed
view_item, add_to_cart, begin_checkout and purchase conditioned and tested with test orders.
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Server-side notes
Where a server-side container exists, how the consent state reaches the server and each destination.
How the work runs
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Inventory
I list every tag and script, inside and outside GTM, and identify the platform and purpose of each one.
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Matrix
I map each tag to a consent category and define what happens when the visitor accepts, declines or changes their mind.
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Configuration
I apply the checks and triggers in GTM and remove duplicate pixels that bypass the container.
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Testing
I validate each scenario in GTM preview mode, in each platform's own tools and with test orders.
Tools I use
- Google Tag Manager
- Stape
- GA4
- Meta Events Manager
- TikTok Events Manager
- Klaviyo
If I already have Consent Mode v2, do I still need this?
Usually, yes. Consent Mode controls Google tags, but Meta, TikTok, Klaviyo and other platforms need their own conditions. Without them, those tags can fire even when the visitor has declined marketing.
What happens to events when the visitor accepts later?
That depends on the setup. Some events from the current page can be re-sent after consent, but it makes no sense to replay everything that came before. I agree with you what is reasonable for each platform and document the decision.
Does this work with server-side tracking?
Yes, but consent has to be passed from the browser to the server and respected at every destination. I set up that hand-off in server-side containers, for example hosted on Stape, and test the behaviour with and without consent.
Related tools
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Usercentrics
Privacy & Compliance Software
Usercentrics is a Consent Management Platform that helps eCommerce brands collect, manage and document user consent while controlling cookies, trackers…
- To verify
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Want to confirm your tags respect the visitor's choice?
Book a discovery call. I will review your GTM container and point out the tags that need conditions.