An advertiser is concerned about privacy regulations in the European Economic Area (EEA) and needs a tool that communicates user consumer choices to Google tags. Which solution should they implement?
- Enhanced attribution
- Sales tags
- Custom variables
- Consent mode
Explanation
Google’s Consent mode is built to communicate users’ consent choices to Google tags and change tag behavior based on those choices. For traffic in the EEA, Google states that end-user consent choices must be passed to Google when behavior is measured with Google tags. It also supports consent-aware handling for signals such as ad_user_data and ad_personalization, which are central to privacy compliance and measurement controls. That makes it the correct solution when the requirement is to transmit consumer choices to Google’s tagging framework. Google Help+2
Why the other options are incorrect
Enhanced attribution improves conversion attribution logic, but it is not the mechanism for sending consent choices to Google tags. Google Help+1
Custom variables store additional values for reporting or trafficking use cases, not user consent states for Google tag behavior. Google Help+1
Sales tags are used for conversion measurement, but they do not provide the consent communication layer that Consent mode provides. Google Help+1
Source for verification
https://support.google.com/tagmanager/answer/13695607?hl=en
https://developers.google.com/tag-platform/security/concepts/consent-mode