Dealer websites rely on data to perform.

Analytics, advertising pixels, retargeting, call tracking, form tracking, lead attribution, and customer journey reporting help dealers understand what shoppers view, which machines generate interest, which pages drive action, and which marketing efforts create real opportunities.

But the same data that powers performance also creates responsibility.

Privacy expectations have changed. Shoppers increasingly expect websites to explain how cookies and other technologies are used—and to provide meaningful choices. The challenge is that privacy is not governed by one universal rule. Different U.S. states and regions such as Canada, the United Kingdom, and the European Union may call for different consent experiences.

That makes privacy more than a banner at the bottom of the screen. Dealers need an experience that can present clear choices, support current policies, respond to visitor location, and work with the marketing tools already connected to the website.

A Thrive website is built to do exactly that.

TracTru includes privacy and cookie consent tooling within the Thrive website platform, powered by Termly. Dealers get a more complete privacy foundation without having to research, select, and maintain a separate consent platform on their own.

The experience is designed to make privacy choices clear for shoppers while giving dealerships practical tools to manage policies, consent records, tracking behavior, and changing regional requirements.

Clear Choices for Every Visitor
The consent banner gives visitors three clear paths: Accept, Decline, or Preferences. The preference center lets shoppers review and manage cookie categories, while a persistent “Your Privacy Choices” link makes it easy to return to those settings later.

Different Consent Experiences by Location
The consent experience can use different rule sets based on visitor location, including applicable U.S. states, Canada, the United Kingdom, and the European Union. This supports a more appropriate regional experience without suggesting that one banner or one rule applies everywhere.

Policies That Are Easier to Create and Maintain
The policy tools can help dealers generate and publish website documents tailored to their business information, including:

• Privacy Policy
• Cookie Policy
• Terms and Conditions
• Website Disclaimer
• Accessibility Statement

When supported policies are hosted through Termly, they can receive updates as Termly revises its generators and policy language in response to changing requirements. Dealers remain responsible for providing complete, accurate business information and reviewing the policies with their own legal counsel.

Cookie Scanning, Categorization, and Script Control
The platform can scan for cookies, organize them by category, and block certain non-essential third-party cookies or scripts until the visitor provides the required consent. This helps align what the banner says with what the website actually does.

Important Configuration Note
Tags deployed through a dealership’s own Google Tag Manager container may require additional configuration. Ask TracTru to review the setup so consent choices and tag behavior are connected correctly.

Exportable Consent Records
Consent activity can be recorded and exported, giving dealers a practical record of the choices visitors made and when those choices occurred. This is clearer and more accurate than calling the process “audited.”

Global Privacy Control
Global Privacy Control, or GPC, is a browser-level signal that communicates a visitor’s preference to opt out of certain data uses. Thrive’s consent tooling can be configured to recognize and honor GPC signals in applicable regions, giving dealers support for a privacy choice many shoppers and dealership teams may not yet know exists.

Google Consent Mode Helps Protect Marketing Measurement
Google Consent Mode communicates a visitor’s consent choice to Google services such as Google Ads and Google Analytics so those tools can adjust their behavior. When configured correctly, it can help preserve useful measurement through consent-aware and modeled data when some visitors decline cookies—protecting more of the insight dealers rely on to evaluate ad spend.

Privacy & Cookie Consent built into Thrive helps dealerships create a more transparent, better-managed website experience. It does not replace legal counsel or remove the dealer’s responsibility to determine which requirements apply, but it gives the dealership practical tools to put better privacy practices into operation.

For dealers, that means:

• Clear Accept, Decline, and Preferences options for shoppers.
• Consent experiences that can vary by visitor location.
• Generated website policies that are easier to keep current.
• A persistent “Your Privacy Choices” link.
• Cookie scanning, categorization, and consent-aware script control.
• Exportable consent records.
• Support for Global Privacy Control signals when configured.
• Google Consent Mode support to help preserve marketing measurement.
• TracTru guidance for tags deployed through a dealer-managed Google Tag Manager container.

A modern dealer website should do more than look professional, load quickly, and generate leads. It should also give shoppers understandable choices and help the dealership manage the technology behind those choices.

That privacy foundation is included in Thrive—and powered by Termly.

Already on Thrive? Ask TracTru to confirm that Privacy & Cookie Consent is activated and to review any tags deployed through your dealership’s own Google Tag Manager container.

Not on Thrive? Secure your free audit by contacting sales@tractru.com

TracTru provides privacy tooling, not legal advice. TracTru does not determine which laws apply to a dealership and does not guarantee compliance. Each dealer is responsible for providing accurate business information, maintaining appropriate configurations, and consulting its own legal counsel.