Setup with Google Tag Manager (GTM)

What is GTM?

Google Tag Manager (GTM) is a service that simplifies the management of tags on your website — such as Google Analytics, Facebook Pixel, or AdWords conversion tracking tags. GTM allows you to add, update, and manage tracking codes on your site in a more flexible and user-friendly way.

GTM and Efilli

By using GTM, you can manage your existing tags alongside the Efilli plugin. Once you integrate GTM with the Efilli Panel, you’ll be able to categorize the tags on your website using Efilli’s custom naming convention for GTM, and present them to users based on consent through Efilli’s cookie plugin.

For example, a Google tag that adds functionality to your website can be categorized as a Functional Tag using GTM and Efilli. This way, it will only be triggered for users who have granted consent for functional cookies.

1. Adding GTM (Google Tag Manager) to Your Website

  1. Go to panel.efilli.com and log in using the username and password provided by the Efilli team.

  2. From the menu, go to the “Domains” section and find the appropriate domain name.

  3. Click the configuration icon on the right side of the relevant domain to enter the edit mode.

  4. Click the “Prepare Version” button located at the top right corner.

  5. Click the “Google Tag Manager” logo that appears at the top right corner of the screen, and download your configuration file.

2. Creating an Account via Google Tag Manager

  1. Go to https://tagmanager.google.com/ and sign in with your Google account.

  2. If you don’t have an account, select “Create Account” to open a new one.

  3. Follow the on-screen instructions under “Install Google Tag Manager” to add GTM to your website.

3. Integrating Efilli via GTM

  1. From the top-left corner, select “Admin.”

  2. Choose “Import Container.”

  3. Upload the JSON configuration file you previously downloaded from the Efilli panel.

  4. After importing the container, configure the settings as follows:

  • Select Merge

  • Under that option, choose Overwrite conflicting tags, triggers, and variables

  1. Click the Confirm button to save your changes.

  2. The process is complete! Efilli will now start managing all cookie consents on your website.

4. Enabling Consent Overview

  1. In your GTM account, click on “Container Settings.”

  2. In the menu that appears, under the Additional Settings section, click on Enable Consent Overview.

  3. To view the tags and templates you’ve created in your GTM account, go to the Tags category.

  4. Click the configuration icon located on the right side.

  5. Gain the ability to review all consents from a single place.

  6. Select the desired tag or tags, and configure your consents by adding them in bulk to the relevant category.

Category Mapping (Cookie Types and Google Tag Manager Integration)

Efilli maps its own cookie categories to the consent types required by Google and sends the correct data to the dataLayer. This mapping determines which information will be transmitted to Google services according to the user's cookie preferences.

The updated mapping is as follows:

  • Advertising and Marketing Cookies (ad_storage) → Marketing category

  • Analytics and Performance Cookies (analytics_storage) → Functional category

  • Website Functionality Cookies (functionality_storage) → Functional category

  • Security and Necessary Cookies (security_storage) → Necessary category (always active)

  • Personalization Cookies (personalization_storage) → Functional category

  • Ad User Data (ad_user_data) → Marketing category

  • Personalized Ads (ad_personalization) → Marketing category

Thanks to this mapping, the consents provided by users via the Efilli cookie banner are transmitted to Google Tag Manager in the correct format, and the relevant tags are triggered only when user consent is granted.

Important Note: If you want to customize specific cookie types, you can modify the category mappings in the Efilli Panel and update the corresponding triggers in GTM.

Advanced Settings (URL Passthrough & Ads Data Redaction)

The Efilli panel provides two additional advanced settings for Google Consent Mode V2:

URL Passthrough

If the user arrives at your site through a URL containing Google ad click parameters (such as gclid, dclid, gclsrc, or _gl), this setting allows those parameters to be passed along to internal links. This feature is disabled by default. When enabled, it ensures more accurate ad conversion tracking, but may increase URL complexity.

Ads Data Redaction

When users do not consent to advertising cookies, this setting ensures that Google Ads tags shorten IP addresses and mask ad click identifiers (like GCLID). This feature is also disabled by default and should be enabled only if you have additional privacy requirements.

You can enable or disable both settings in the Efilli Panel, depending on your needs.

Consent Mode V2 – Basic and Advanced Modes

Google’s Consent Mode V2 provides more flexible control over cookie consent behavior. When you enable this feature in the Efilli Panel, two operating modes are available:

Consent Mode V2 Enabled (Advanced Mode)

  • Google tags (Google Analytics, Google Ads, etc.) automatically adjust their behavior based on user consent.

  • If no consent is given, Google continues collecting anonymous modeled data.

  • There’s no need to enable the “Require additional consent” option in GTM for Google tags.

Consent Mode V2 Disabled (Basic Mode)

  • Until the user gives consent, Google and all other tags cannot collect any data.

  • No consent state is sent to Google initially, so all Google tags remain fully blocked.

  • Once the user provides consent, the tags begin working normally.

You can select which mode to use directly from the Efilli Panel. In general, keeping Consent Mode V2 enabled is recommended, as it provides better measurement and modeling capabilities.

When the selected mode is imported, Consent Mode V2 will be enabled by default.

For more detailed information about Google Consent Mode v2, please check out Google's official documentation: https://developers.google.com/tag-platform/security/guides/consent?consentmode=advanced&hl=en

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