American Privacy Rights Act (APRA): A Brief Overview
American Privacy Rights Act (APRA)
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Businesses that serve customers in the European Union (EU) and European Economic Area (EEA) must comply with strict data privacy laws, such as the General Data Protection Regulation (GDPR). These regulations require companies to obtain explicit user consent before collecting, storing, or sharing personal data, especially for marketing and analytics purposes. Google has responded to this need by developing two key consent management tools: Google Consent Mode (GCM) and Google Additional Consent Mode (GACM).
While they may sound similar, Google Consent Mode and Google Additional Consent Mode serve different purposes and work in distinct ways. Understanding their differences and how to implement both correctly is crucial for businesses that rely on Google services for analytics, advertising, and data-driven marketing strategies.
Google Consent Mode (GCM) is a technical framework designed to help businesses comply with EU and EEA data privacy regulations without compromising data collection for analytics and advertising purposes. Released as part of Google’s effort to align with privacy laws, GCM allows website owners to adjust the behavior of Google services based on user consent preferences. It essentially acts as a bridge between user consent choices and the data processing carried out by tools like Google Analytics 4 and Google Ads.
With GCM, when users visit a website, their consent preferences—whether they agree to or decline data collection—are communicated to Google via consent signals embedded in the website’s code. If a user agrees, the full range of data can be collected and processed. However, if they decline, GCM limits or modifies the data that is collected to respect the user’s preferences.
Key Features of Google Consent Mode:
When a user interacts with the consent banner on a website, their preferences are recorded and communicated to Google through these signals. If a user declines consent, GCM ensures that tracking cookies do not collect data related to their behavior, while leveraging data modeling techniques to approximate what might have been collected.
Google Additional Consent Mode (GACM) is another technical specification that works alongside the Transparency and Consent Framework (TCF) v2.2 from IAB Europe. It provides a way for websites to gather consent for ad technology providers (ATPs) that are not registered with IAB Europe’s Global Vendor List (GVL) but are part of Google’s Ad Tech Providers (ATP) list.
In essence, GACM allows website owners to expand the list of third-party vendors that can receive consent signals beyond those recognized by the IAB framework. This feature is crucial for businesses that want to use a broader range of ad networks and service providers while still complying with GDPR and TCF v2.2.
Key Features of Google Additional Consent Mode:
Although both GCM and GACM are used to manage user consent, there are notable differences between the two systems in terms of functionality, scope, and the type of vendors they affect.
Google Consent Mode (GCM) | Google Additional Consent Mode (GACM) | |
Primary Function |
Manages user consent for Google services like Ads and Analytics. |
Manages consent for Google Ad Tech Providers (ATPs) outside of IAB’s GVL. |
Required for | Websites using Google Ads, Google Analytics 4, and Floodlight tags. | Websites using Google Ad Manager, AdSense, and AdMob. |
Scope of Vendors | Limited to vendors within the Google ecosystem. | Extends to non-IAB ATPs via the Additional Consent string. |
Data Modeling | Includes advanced data modeling to fill in gaps when consent is declined. | No data modeling feature. |
Regulation Compliance | Required for compliance with GDPR and DMA. | Works with IAB Europe’s voluntary TCF v2.2 framework. |
Despite their differences, both GCM and GACM share some common characteristics:
Both Google Consent Mode and Google Additional Consent Mode rely on a Consent Management Platform (CMP) to function correctly. A CMP is essential for managing the consent process and ensuring that user data is handled in accordance with privacy regulations. It helps websites:
Many CMPs are designed to work seamlessly with both GCM and GACM, allowing businesses to manage consent for a wide range of vendors and data processing activities.
Where data privacy is increasingly scrutinized, tools like Google Consent Mode and Google Additional Consent Mode offer businesses a way to balance compliance with effective data collection. While they serve different purposes, both tools are essential for companies operating in the EU/EEA that rely on data-driven marketing strategies.
Understanding the differences and similarities between GCM and GACM is key to implementing the right solution for your business. Whether you’re managing user consent for Google Ads, Google Analytics, or third-party ad technology providers, these tools provide the flexibility and compliance needed to protect user privacy without compromising the effectiveness of your marketing efforts.
For additional support, resources, & more, consider utilizing GetTerms. For more information, you can visit our website here. We offer a simple solution, ensuring you meet legal standards while maintaining user confidence in your data handling practices. Create an account and get started in 5 minutes. For any further questions or assistance, the GetTerms support team is always ready to help.