Collecting website visitors' consent for Retargeting Ads

❗️ Important
Please note that the Retargeting Ads feature is being deprecated and will be removed from Sendinblue as of March 15, 2021. You will still be able to view your old Retargeting campaign reports until March 30, 2021.

SendinBlue Retargeting Ads help you bring visitors back to your website to complete a purchase.

Retargeting Ads use a common tracking tool, called cookies, to identify your visitors and display ads to the right people.

This tracking requires consent and in this guide, you'll learn: 

Why you need consent for Retargeting Ads

Retargeting Ads use cookies, small packages of data stored in your website visitor's browser, to track visits and activity. Cookies enable SendinBlue and our partner, AdRoll, to deliver your Retargeting banner ads to your visitors after they leave your website. 

Online privacy regulations vary around the world, so SendinBlue and AdRoll follow the most thorough requirements to ensure that your visitors' privacy is respected and to support your legal compliance. 

When marketing with Retargeting Ads, this means receiving consent from your website visitors to use cookies for personalized advertising.  

How to collect consent

When collecting consent, we must: 

  • include a visual notice to your visitor (such as a banner) 
  • clearly identify which services/vendors will track them and why
  • ensure no tracking occurs until consent is received
  • tracking cookies are set to expire after 24 months (or less) 

SendinBlue makes it easy to choose the best consent method for your needs: 

  1. use a website banner provided by SendinBlue 
  2. use your own consent tool 

SendinBlue's consent banner can be added to your website automatically while setting up your Retargeting Ad campaign, and it complies with the requirements above. 

In the next sections, we will review both methods. 

How to collect consent automatically with SendinBlue 

While creating your first Retargeting campaign, you will be presented with your responsibilities as an advertiser. 

To automatically collect consent using SendinBlue's available website banner, simply select this option: 


Later in the ad creation process, you will be prompted to install a code snippet on your website to enable visitor tracking and ad display. If you opted to use the banner provided by SendinBlue, it will be automatically installed via the code snippet. 

Using the consent banner 

The banner will appear automatically below your website's footer. Visitors may: 

  • allow cookies: by clicking Allow cookies in the banner or by ignoring the banner and giving passive consent 
  • decline cookies: by clicking Decline in the banner - these visitors will not be tracked, nor can they be shown your Retargeting Ads campaign 
  • learn more about your cookies: by clicking Learn more 


By clicking Learn more, the banner will expand to provide more details about cookies and how they will be used to display ads. 


Consent banner language

The banner content is available in English, French, Spanish, Italian, German and Portuguese. It will automatically display in the visitor's browser language, or in English as a default if their browser language is not available.  

How to collect consent using your own tool

If you prefer to use your own consent collection tool, you may choose this option as well. 

While SendinBlue and AdRoll may not provide you with the exact text to include on your banner, you may reference these tips from AdRoll for using your own cookie consent banner.

Configuring your consent banner

When configuring your banner, please include the parameters and values demonstrated below and pass these to SendinBlue. If the cookie is declined by a visitor, SendinBlue will disable tracking for them.  

Call the function named sib.allow_cookie with a boolean parameter to allow or deny cookie:

sib.allow_cookie(true) // to allow the cookie
sib.allow_cookie(false) // to deny the cookie

For example: 

function allow_cookie(allow){
return false;
<button onClick="allow_cookie(true)">Accept cookie</button>
<button onClick="allow_cookie(false)">Decline cookie</button>

Please also add the allow_cookie parameter while installing the tracking code snippet on your website

For example:

<script type="text/javascript">
(function() {
window.sib = { equeue: [], client_key: "CLIENT_KEY" };
/* OPTIONAL: email for identify request*/
// window.sib.email_id = '';
window.sendinblue = {}; for (var j = ['track', 'identify', 'trackLink', 'page','allow_cookie'], i = 0; i < j.length; i++) { (function(k) { window.sendinblue[k] = function() { var arg =; (window.sib[k] || function() { var t = {}; t[k] = arg; window.sib.equeue.push(t);})(arg[0], arg[1], arg[2]);};})(j[i]);}var n = document.createElement("script"),i = document.getElementsByTagName("script")[0]; n.type = "text/javascript", = "sendinblue-js", n.async = !0, n.src = "" + window.sib.client_key, i.parentNode.insertBefore(n, i)

How to change your consent method 

You may modify your selection anytime between these two consent collection methods: 


Simply navigate to Campaigns Settings > Retargeting (or click here) and select your preferred method.  

What's next?

Have a question? 

Our team is here to help you! Reach out to us at or submit your question to our support team here