What is a CMP?
A CMP, or consent management platform, is a tool that shows visitors a consent banner, records their choices, and tells your tags and scripts what they're allowed to do. It helps your site follow privacy laws and respect visitor preferences.
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What a CMP does
A CMP displays a banner or settings panel where visitors accept or decline categories such as analytics and advertising. It stores each choice and can show proof of it later.
It then passes that choice to your tag manager and analytics tools so they act on it.
How a CMP connects to your tracking
Tags should fire only when the visitor's choice allows it. In Google's products, a CMP can signal choices through Consent Mode so tags adjust how they behave.
If the connection is wrong, you may track people who declined or lose data from people who accepted.
Choosing and testing one
Look for support for the regions you serve, easy integration with your tag manager, and clear records. After setup, test the banner and confirm tags respond to each choice. Legal requirements vary, so involve your legal team.
Common questions
What does CMP stand for in marketing?
In tracking and privacy, CMP stands for consent management platform. It handles consent banners and records visitor choices.
Is a cookie banner the same as a CMP?
The banner is the part visitors see. A CMP also stores consent records and passes the choices to your tags and tools.
Does a CMP make my site legally compliant?
No tool does that alone. A CMP supports compliance, but your policies, tag setup, and the laws that apply to you all matter.
Do I need a CMP with Google Tag Manager?
If you serve visitors in regions with consent requirements, you generally need a way to collect and apply consent. A CMP integrated with your tag manager is the common approach.
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