Consent Management Platform

Marketing data is only valid if consent is properly obtained

Without a properly configured Consent Management Platform, analytics data is incomplete, campaigns are misattributed, and the company operates at risk of non-compliance with the GDPR. SmartLinks implements Usercentrics and Cookiebot as its data infrastructure.

Consent Management Platform

What is a CMP, and why is it mandatory?

A Consent Management Platform is a system that manages user consent for cookies and tracking. Before loading any analytics, advertising, or personalization scripts, the browser checks the consent status and only triggers the pixels corresponding to the authorized categories.

The GDPR (General Data Protection Regulation) is not optional. Collecting personal data—including IP addresses, browsing behavior, and advertising identifiers—without a legal basis constitutes a violation. For most companies with a digital presence, the appropriate legal basis is explicit and informed consent.

A properly implemented CMP ensures that consent is obtained before any tracking takes place, that it is recorded in an auditable manner, and that it is upheld across all integrated systems—from GA4 to HubSpot, including Google Ads pixels.

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GDPR Compliance

Obtaining valid, auditable consent. This is a legal requirement for any company with users in the EU.

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Valid Analytics Data

GA4 data and pixels accurately reflect reality only with consent. Metrics based on invalid data lead to poor decisions.

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Reliable Attribution

Google Ads and Meta campaigns are only attributed correctly if consent is configured in advanced mode (Consent Mode v2).

Operational Impact

What Happens When There Is No Consent Management Platform

Most companies have a cookie banner in place. Few have a CMP that works properly. The difference lies in the ability to make data-driven decisions.

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Problem 01 — Analytics with Incomplete Data

Without consent, GA4 does not receive events from users who have opted out. The reports show only a part of the picture. Conversion rates and behavioral funnels are skewed, and the company makes decisions based on numbers that do not represent the whole picture.

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Problem 02 — Campaigns with Incorrect Attribution

Google Ads and Meta Ads rely on pixels to attribute conversions. Without Consent Mode v2 configured, conversions from users who have not given consent are not structured correctly. The automated bidding system optimizes based on incomplete data.

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Problem 03 — Risk of GDPR Noncompliance

A cookie banner that loads scripts before obtaining consent or that does not record proof of consent puts the company at risk of a fine. The CNPD has the authority to enforce compliance. Fines can reach 4% of global revenue.

Data collected without consent poses a legal risk and creates noise in business decisions.

Platform Comparison

Usercentrics and Cookiebot: Which One to Use

Both are GDPR-compliant consent management platforms that integrate with leading marketing tools. The choice depends on the technical context, traffic volume, and the complexity of the digital ecosystem.

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Large Companies and Increased Complexity: Usercentrics

A consent management platform offering a high degree of customization and advanced integration with Google Consent Mode v2. Ideal for companies with multiple digital tools and more stringent compliance requirements.

Centralized management of all third-party services
Native integration with Google Consent Mode v2
Advanced Configuration for Technical Teams
IAB TCF 2.2 and CCPA Certifications
Suitable for websites with high traffic volume

Typical scenario: companies with a complex digital ecosystem, multiple measurement and advertising services, and more stringent compliance requirements.

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SMEs and Rapid Implementation: Cookiebot by Usercentrics

A consent management solution with automatic cookie detection, simplified configuration, and direct integration with Google Tag Manager. For companies looking to comply with the GDPR in a straightforward way.

Automatic detection of cookies and website code
Setup Using Google Tag Manager
Automatically Generated Cookie Statement
Compatibility with Google Consent Mode v2
A simple solution for less complex websites

Typical scenario: B2B companies with an established digital presence, using GA4, Google Ads, and HubSpot, with relatively simple technical needs.

SmartLinks Implementation

What We Do, Specifically

An effective CMP requires technical configuration, integration with measurement tools, and data validation. The goal is to ensure consistent and compliant data collection across all platforms.

Audit of Existing Cookies

Mapping of all active codes and cookies on the website: analytics, advertising, chat, heat maps, and CRM. Identification of the data collected and the respective legal basis.

CMP Configuration and Customization

Installation and configuration of the selected platform, definition of consent categories, adaptation of the text to company policies, and customization in accordance with the visual identity.

Integration with Analytics Tools

Set up Google Consent Mode v2 using Google Tag Manager and integrate it with GA4, Google Ads, and HubSpot so that each platform uses only the data authorized by the user.

Validation and Measurement Testing

Post-implementation verification to confirm that events are being logged correctly in the different consent scenarios: full acceptance, full rejection, and custom preferences.

Integrates with: Google Analytics 4, Google Ads, Google Tag Manager, HubSpot Tracking, Meta Pixel, LinkedIn Insight Tag.