Can I use Google Consent Mode without Google Tag Manager?

Yes. Google Consent Mode can be implemented directly with the Google tag (gtag.js) or through a compatible CMP integration. Google Tag Manager is optional.

A direct implementation should:

1. Set consent defaults before relevant Google tags and measurement commands run.

2. Collect the visitor’s preferences through a consent banner or CMP.

3. Send consent updates when the visitor’s preferences change.

4. Save and reapply the visitor’s choices on subsequent pages or visits, where applicable.

The Basic or Advanced Consent Mode approach does not depend on Google Tag Manager. It determines how Google tags behave before and after consent, regardless of whether the tags are implemented through GTM or directly with gtag.js.

The CMP or consent implementation is responsible for collecting and managing the visitor’s preferences; Consent Mode communicates those choices to Google.

Follow Google’s website implementation instructions, and avoid duplicate consent configurations across CMPs, plugins, GTM, and custom scripts.