Understanding Consent Management Platforms (CMPs): A Guide for SMB Owners and Managers

July 1, 2024

Ross Ross Gerring

In today’s digital landscape, managing user consent for data collection has become an important – sometimes essential – aspect of running a business, especially with stringent data privacy regulations like GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act) in place. For small-to-medium business (SMB) owners and managers who may not be very technically savvy, navigating these regulations can be daunting. This is where Consent Management Platforms (CMPs) come into play. This blog post will explain what CMPs are, why they are important, and how they relate to Google Consent Mode v2, providing a comprehensive guide on implementing them on your WordPress website.

What Are CMPs and Why Are They Important?

A Consent Management Platform (CMP) is a tool that helps businesses collect, manage, and document user consent for data processing activities on their websites. CMPs ensure that businesses comply with data protection laws by providing a transparent mechanism for users to consent to or deny various types of data collection, such as analytics, marketing, and personalisation.

Why Did CMPs Come About?

The emergence of CMPs is directly tied to the growing awareness and enforcement of data privacy laws worldwide. Regulations like the GDPR and CCPA mandate that businesses must obtain explicit consent from users before collecting or processing their personal data. Failure to comply can result in hefty fines and damage to a company’s reputation. As a result, CMPs have become essential tools for businesses to legally operate in an increasingly privacy-conscious market.

Leading CMPs in the Market

There are several CMPs available, each with its unique features and capabilities. Here are some of the leading CMPs that SMB owners might consider:

  1. OneTrust:
    • OneTrust is one of the most comprehensive CMPs available. It offers extensive customization options and integrations with various platforms, making it suitable for businesses of all sizes. OneTrust provides a user-friendly interface to manage consent preferences and ensures compliance with multiple regulations.
  2. Cookiebot:
    • Cookiebot is known for its simplicity and ease of use. It automatically scans your website for cookies and provides detailed reports on compliance status. Cookiebot’s consent banner can be customized to match your website’s design, ensuring a seamless user experience.
  3. Quantcast Choice:
    • Quantcast Choice is a popular choice for businesses looking for a straightforward and effective CMP. It offers easy integration, real-time consent updates, and comprehensive reporting. Quantcast Choice supports multiple languages, making it ideal for global businesses.
  4. TrustArc:
    • TrustArc provides a robust consent management solution with advanced features such as consent lifecycle management, consent analytics, and integration with other privacy tools. TrustArc is suitable for businesses that require a high level of customization and control.
  5. CookieYes:
    • CookieYes provides a simple and feature-rich cookie consent solution for compliance with ePrivacy, GDPR, CCPA, CNIL and other global privacy regulations.

CMPs and Google Consent Mode v2

Google Consent Mode v2 is an enhancement of Google’s Consent Mode, providing more granular control over how Google tags behave based on user consent. CMPs and Google Consent Mode v2 work together to ensure that your website remains compliant with data privacy regulations while optimizing the functionality of Google services like Google Analytics and Google Ads.

How Do CMPs Relate to Google Consent Mode v2?

CMPs manage user consent preferences, and Google Consent Mode v2 uses these preferences to adjust the behavior of Google tags. For example, if a user consents to analytics but not to marketing cookies, Google Consent Mode v2 will ensure that only analytics data is collected, and marketing tags are disabled. This seamless integration ensures that your website respects user choices and remains compliant with data privacy laws.

Implementing a CMP with Google Consent Mode v2 on a WordPress Website

Implementing a CMP on a WordPress website and configuring it to work with Google Consent Mode v2 involves several steps. Here is a simplified overview:

  1. Choose and Install a CMP Plugin:
    • Select a CMP that best fits your needs. Many CMPs offer WordPress plugins that simplify the integration process. For example, you can install the “Cookiebot” plugin from the WordPress plugin repository.
  2. Configure the CMP:
    • Follow the setup instructions provided by the CMP to configure the consent banner, customize its appearance, and define the types of cookies and data processing activities you want to manage.
  3. Set Up Google Tag Manager (GTM):
    • If you haven’t already, create a GTM account and container for your website. Install the GTM container on your WordPress site using a plugin like “Google Tag Manager for WordPress”.
  4. Integrate CMP with GTM:
    • Use the CMP’s integration guides to configure consent signals in GTM. This typically involves adding a custom HTML tag to GTM that listens for consent changes and updates the dataLayer accordingly.
  5. Configure Google Consent Mode v2 in GTM:
    • In GTM, create a new tag for Google Consent Mode v2. This tag should dynamically adjust the consent state based on user preferences. Here is an example script to add in a Custom HTML tag:
    • Update this script based on user consent actions captured by the CMP.
  1. Test and Publish:
    • Use GTM’s Preview Mode to ensure everything is working correctly. Verify that consent changes are properly reflected in the dataLayer and that Google tags behave accordingly. Once confirmed, publish your GTM container.


Managing user consent is important for compliance with data privacy regulations and building trust with your website visitors. CMPs provide a practical solution for handling consent preferences, and integrating them with Google Consent Mode v2 ensures that your website remains compliant while maintaining functionality. By following the steps outlined in this guide, SMB owners and managers can implement a robust consent management system on their WordPress websites without needing extensive technical knowledge.

Do you need help with mananging user consent on your website? Please do contact Itomic for help and advice.