When Google Tag Manager stops working after the consent banner, no tags execute and your tracking data remains empty. The problem typically lies in the interaction between the consent management platform and the GTM container. Additionally, a missing Consent Mode configuration may be the cause. Learn why GTM stops after the consent banner.

Why Does Google Tag Manager Stop Working After the Consent Banner?

Google Tag Manager stops working after the consent banner when the CMP completely blocks the container instead of controlling individual tags. The CMP must communicate to GTM which consent categories the user accepted. However, many CMPs implement the GTM container themselves, causing conflicts. Therefore, GTM should always be embedded directly in the source code. Additionally, check the event execution in Preview mode.

Implementing Google Consent Mode v2 Correctly

Implement Google Consent Mode v2 directly in GTM to tie tag execution to consent status. Consent Mode sets default values for analytics_storage and ad_storage to denied and updates them after consent. Moreover, GTM supports consent triggers that only fire after the consent status updates. The Google Consent documentation describes the correct integration.

Our Recommendation

Always embed the GTM container directly in the HTML source code and let the CMP only pass consent status to the data layer. Use Google Consent Mode v2 as the standard. Furthermore, we recommend grouping all tags by consent category and creating dedicated consent triggers. Additionally, test the setup in Preview mode with different consent scenarios.

Conclusion

A GTM that stops working after the consent banner is usually an integration issue. Therefore, Google Consent Mode v2 is the recommended solution. Our Google Ads agency sets up Consent Mode and GTM in a privacy-compliant way.