How does consent and GDPR work with server-side tracking?

consent gdpr privacy compliance consent mode

Quick Answer

Server-side tracking still respects consent. You only send data to ad platforms when consent is given. The difference: your BigQuery can receive events regardless (for your own analytics), and when consent IS given, server-side ensures 100% delivery vs client-side that might still be blocked.

Full Answer

Server-side tracking is not a consent bypass. It is infrastructure that works better when consent exists. Transmute Engine routes data both ways: to advertising platforms when consent is given (as required by GDPR/regulations), and to your own BigQuery regardless (first-party analytics is typically allowed). The EU Digital Omnibus 2026 six-month consent rejection rule makes owned data even more critical since rejected visitors are invisible to ad platforms for 180 days, but your BigQuery still knows they converted.