iubenda, Google Tag Manager and the N.Rich tag

Last updated: July 6, 2026

This guide walks you through creating a consent trigger in GTM using iubenda. Once the trigger is in place, the N.Rich Standard tag will know exactly when a visitor has granted marketing consent - and activate accordingly.

Prerequisites: You have Google Tag Manager installed on your website and you use iubenda as your Consent Management Platform. If you're not sure which CMP you use, see Pre-check: do you use cookies - and which CMP?

iubenda has a detailed guide of their own on setting this up - Google Consent Mode: set up Google Tag Manager with iubenda. Before creating the trigger below, make sure you've followed iubenda's setup so that the iubenda_gtm_consent_event is being sent whenever a visitor changes their cookie preferences.

Create a consent trigger

  1. In GTM, go to Triggers and click New.

  2. Give it a name - for example, Marketing Consent Granted.

  3. Click the trigger type icon and choose Custom Event.

  4. Set the Event Name to iubenda_gtm_consent_event.

  5. Keep This trigger fires on set to All Custom Events.

  6. Click Save.

GTM is now configured to detect when iubenda passes a consent signal. The N.Rich Standard tag will use this trigger to know when to activate.

What's next

Your iubenda consent trigger is ready. Head back to Activating Standard mode (cookie consent) to add the Standard tag and complete the setup.

Need help? Reach out via the chat in the bottom-left corner of the N.Rich platform - our support team is happy to walk you through it.