PUR lets visitors who decline consent in your Admiral consent banner pay a small recurring fee instead, so they can browse your site without granting tracking consent. Setup takes about 15 minutes: you create a paid offer, then attach it to the Reject action in your consent journey.
Most publishers use PUR to lift consent rates rather than as a primary revenue line. When a paid alternative sits next to the free "Accept" option, more visitors choose to accept, much as pairing a paid offer with an adblock "disable" request makes the free option more appealing.
Before you begin
- Admiral's Consent Management Platform (CMP) is installed and a consent journey is live on the property. See Admiral's Consent Management Platform (CMP).
- You have decided on a monthly price for the offer (see Positioning and pricing below).
- If your site already has its own login or subscription system, contact your Admiral account manager before setup so the PUR login works alongside it. Sites without an existing login can skip this.
Step 1: Create the PUR offer
- In the Admiral dashboard, go to the Offers section and create a new offer.
- Choose the recurring paid subscription offer type. Visitors who buy it are charged every month until they cancel.
- Set the price. For example, £3.50 per month.
- Enter the two names:
- Internal name: what your team sees in the dashboard (for example, "PUR offer").
- Display name: what visitors see at checkout. Include your site name, such as "[Site name] Paid Subscription", so visitors know who they are paying.
- Optionally, add a one-sentence description that explains what the subscription includes.
- Save the offer.
You can edit the name, description and price at any time in the Offers section. Changes appear on the site in near real time.
Step 2: Attach the offer to your consent journey
- Go to Journeys and open the design view of the consent (CMP) journey for the property.
- Open the Actions tab. Under Offers, select the PUR offer you created in Step 1. A consent journey can have one offer selected.
- Open the Layout tab. Under Reject, turn on Show Reject & Apply Offer. This is the setting that shows the offer to visitors who click Reject. If it is off, visitors only see a login option and no offer.
- Save the journey.
Once the offer is attached, the banner gives visitors these options alongside Accept all:
| Option | What it does |
|---|---|
| Pay and Reject All | Shows the paid offer so the visitor can subscribe instead of consenting |
| Login | Lets an existing subscriber sign in, since the subscription is recurring |
| Reject all | Works as it does today, if Show Reject All Button is turned on in the Layout tab |
Step 3: Customize the banner copy
In the same consent journey, you can edit the button text and add a custom message that introduces the offer.
- Reject button text: edit the label if you want the button to describe the paid option differently.
- Custom message: add a short line next to the buttons. For example: "Prefer not to share your data? Subscribe for £3.50 a month and browse without giving consent."
Keep the wording accurate about what the visitor gets. See Positioning and pricing below before you publish.
Step 4: Preview and test
Changes go live within a few minutes of saving. To confirm the offer is showing:
- Connect to a VPN in a region where the consent banner is shown (for example, the UK or EU). The banner only appears for visitors in a consent region.
- Open your site in a private or incognito window so no earlier consent choice is stored.
- When the consent banner appears, check that the Login and Pay and Reject All buttons appear, then click Pay and Reject All to see the offer.
- If you still see the regular consent message, wait a few minutes and reload. If the offer still does not appear, check that Show Reject & Apply Offer is turned on in the journey's Layout tab and that the offer is selected in the Actions tab.
Consent journeys do not have the preview link that other Admiral journeys offer. To share a preview with colleagues, use the journey's candidate ID, or ask your Admiral account manager for screenshots of the creative.
Positioning and pricing
Don't call it ad-free. A PUR subscriber is declining consent for tracking and cookies, not removing advertising. They may still see limited, non-personalized ads. Describe the offer as browsing without sharing data or giving consent, so visitors don't think they're buying an ad-free plan.
Price against ad revenue per user. A consented, ad-supported visitor typically earns a publisher only pennies a month. Even a small fee of £1 to £3.50 a month is usually more than that visitor would generate from ads, so there is often room to price low.
Expect few subscribers, higher consent. Usually only 1% to 3% of visitors subscribe, so PUR rarely cannibalizes ad revenue. The main benefit is a higher consent rate, because the free Accept option looks more appealing next to a paid one.
Removing PUR
To turn PUR off, open the consent journey. In the Layout tab, turn off Show Reject & Apply Offer, then deselect the offer in the Actions tab. Save the journey. The banner goes back to its standard Accept and Reject options within a few minutes.
Need help?
To add PUR to more properties, or for help with advanced configuration such as custom copy or pricing, contact your Admiral account manager or email CustomerLove@getadmiral.com.