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Google Consent Mode v2 and GTM

Principle: default deny

As soon as the Agreely loader runs, it installs Consent Mode v2 in default-deny mode synchronously, before the banner module is downloaded and before GTM loads any tag:

// what the loader installs immediately (no action required on your part)
gtag('consent', 'default', {
  ad_storage:            'denied',
  analytics_storage:     'denied',
  ad_user_data:          'denied',
  ad_personalization:    'denied',
  functionality_storage: 'denied',
  security_storage:      'granted',
});

The security_storage: 'granted' signal covers the agreely_consent cookie itself, classified as strictly necessary (article 14: the consent cookie is required for the mechanism to function).

Load order

The Agreely tag must appear before the GTM tag in your <head>:

<head>
  <!-- 1. Agreely first - installs default deny (no async: must run synchronously) -->
  <script
    src="https://cdn.agreely.ca/e/v1/loader.js"
    data-agreely="agr_pub_YOUR_KEY"></script>

  <!-- 2. GTM next -->
  <script async src="https://www.googletagmanager.com/gtm.js?id=GTM-XXXXX"></script>

  <!-- ... rest of head ... -->
</head>

If GTM loads before Agreely, tags fire without a consent signal and zero-click enforcement is not guaranteed.

Signal mapping

When a visitor makes a decision, the banner sends a gtag('consent', 'update', ...) signal with the following mapping:

Agreely category Consent Mode v2 signals updated
Marketing ad_storage, ad_user_data, ad_personalization
Analytics analytics_storage
Functional functionality_storage
Strictly necessary (no signal - always granted)

Categories the visitor has not granted stay at denied until an update. A consent withdrawal resets all signals to denied (except security_storage).

If you use gtag.js directly (without GTM), the flow is identical: Agreely installs the default, and on each visitor decision it pushes a gtag('consent', 'update', ...) with the mapping above. Your upstream code can call gtag('config', ...) as usual; the Consent Mode update is what gates your tags.

There is no custom DOM event to listen for. The banner does not dispatch an agrConsent (or similar) event. To run your own code when consent changes, use one of these real surfaces:

  • Google Consent Mode: the loader pushes gtag('consent', 'update', ...) on each decision, so tags gated by Consent Mode react automatically.
  • The window.agreelyCookies API: its methods (open(), acceptAll(), refuseAll(), withdraw()) let you drive the banner, and you can read the current decision from the agreely_consent cookie after a change.
  • The agreely_consent cookie: re-read it (client- or server-side) to learn the visitor's current per-category decision.

Verifying the default signal is applied

Open your browser in private mode (no pre-existing cookies), navigate to your site, and in the DevTools console:

// before any interaction with the banner:
window.google_tag_data?.ics?.entries ?? 'not loaded yet'

All non-essential signals should be denied. If you see granted, the GTM tag is probably loading before the Agreely tag.