Showing results for 
Search instead for 
Did you mean: 

Google Tag Manager - url passthrough

Google Tag Manager - url passthrough

We are in the process of using Google Consent Mode in combination with our cookie banner / GDPR regulation. According to our Google Ads rep there is an option to pass minimal information, even if no consent is given. This function is called "url passthrough" and can easily be enabled through tagmanager. As soon as Consent Mode knows there is no consent, the won't be any tracking, but there are some variables added to the url.


According to Google conversions can still be tracked this way, so it is quite interesting for us to enable it. The problem is as follows. As soon as we get to the checkout page, these variables are stripped from the url. It seems Magento is stripping this on purpose. I guess because of this, the url passthrough wont' work, since it is also not appearing on the thank-you page. 

I hope there are members that have experience with this and can give some advice. 


Re: Google Tag Manager - url passthrough

If it's GDPR you are trying to comply with, your Google sales rep is wrong. 


GDPR is not about cookies, it's about processing of personal data. If you are basing this data processing on consent, and you did not receive consent, you can't add uniquely identifiable tracking parameters to URLs for marketing purposes to this customer's URLs. 


Once again, GDPR is NOT about cookies. It's about processing personal data.

Founder at

Re: Google Tag Manager - url passthrough

You say "identifiable tracking parameters", I think that is the difference. I don't think it's identifiable. I'm not claiming to be an expert, but trust the Google legal team is. I assume that if Google offers this specifically for cases where no consent is given, it is GDPR proof. 

I hope someone has answers or experience with regards to the actual question. 

Re: Google Tag Manager - url passthrough



if you would like to remove the parameters when a site visitor has declined cookies you can set the url_passhtrough as false.

This is usually done during the initialization/update of consent mode.

 <!-- The initial config of Consent Mode v2 -->
<script type="text/javascript">
window.dataLayer = window.dataLayer || [];
function gtag() {
gtag('consent', 'default', {
ad_personalization: 'denied',
ad_storage: 'denied',
ad_user_data: 'denied',
analytics_storage: 'denied',
functionality_storage: 'denied',
personalization_storage: 'denied',
security_storage: 'granted',
wait_for_update: 1500,
gtag('set', 'ads_data_redaction', true);
gtag('set', 'url_passthrough', false);