Google Consent Mode V2: What Marketers Need To Know

Analytics & Data Online Advertising Article
10 mins

As we already know, digital marketing is changing all the time, and privacy restrictions and regulations are no different, with systems and apps needing to be updated to meet the latest laws.

This March 2024, users must have the latest version of Google Consent Mode (Version 2) implemented to ensure that they are not losing data from users opting out of consent and they are compliant with the New Digital Markets Act (DMA).

In this guide, we’re going to break down exactly what Google Consent Mode V2 is, what’s different about it, and how you implement it. Let’s get started.



Google Consent Mode is a feature provided by Google that allows website owners to adjust how Google’s tools work, based on the consent given by users, for data collection and cookies. In simpler terms, it’s a way for websites to respect users choices about privacy.

When you visit a website, you often see a pop-up asking if you agree to the website using cookies and collecting certain data about you and your visit.

Google Consent Mode helps websites manage this process with Google’s tools like Google Analytics and Google Ads. If you say decline cookies or data collection, Google Consent Mode will tell these tools to change the way they work and limit the data they collect, to respect your privacy choice.

For example, Google Analytics might collect less detailed information, or Google Ads won’t use your data to personalize the ads that you see.



Google Consent Mode V2 has been updated to align with regulatory changes, particularly the European Digital Markets Act (DMA), which will start to be enforced in 2024.

The DMA makes advertising platforms like Google responsible for collecting user consent, and requires them to implement robust safeguards, and ensure that personal data is collected lawfully. Google has now updated its Google Consent Mode to comply with these new regulations whilst still being able to capture data from the EEA (European Economic Area).



There are some key differences between Google Consent Mode V1 and V2, with V2 offering more control over user consent and the way it collects data. The key updates in Google Consent Mode V2 are:


Two new consent parameters

Google Consent Mode V2 introduces two new consent stats ‘ad_user_data’ and ‘ad_personalisation’. ‘ad_user_data’ determines whether the user consents to sending advertising-related user data to Google, while ‘ad_personalisation’ controls if data can be used for personalised ads, like remarketing. These two new parameters are in addition to the current ‘ad_storage’ and ‘analytics_storage’ parameters.


Implementation Modes

Google Consent Mode V2 features two implementation modes – basic and advanced.

  • In the basic mode, it blocks Google tags from loading until users interact with the consent banner, ensuring that no data is collected before consent.
  • In the advanced mode, Google tags load before the consent banner is shown, and they send cookieless ‘pings’ if consent if its then declined by the user.


Impact on Advertising and Analytics

Not implementing Google Consent Mode 2 can result in data loss and affect business’ ability to analyse their data, measure performance and deliver personalised ads.



Google Consent mode works with your existing consent banner to tell platforms whether users have agreed to be tracked. Google Consent Mode is not a standalone feature but requires a consent management platform (CMP) to function.

A CMP provides a consent banner and the controls you need to customise and manage your consent settings. Google has a list of recommended Consent Management Platforms and using one of these is the easiest way to get Consent Mode V2 up and running. They also have a CMP comparison table, so you can select the CMP that is right for you.


Google provide a Consent Management Platform comparison.

Implementing Google Consent Mode involves a few steps and depends on whether you use Google Tag Manager or not.



The video above guides you through the process of implementing Google Consent Mode from scratch using Google Tag Manager and a CMP, CookieBot, or you can read the process below. Bear in mind each CMP is slightly different.


How to implement with Google Tag Manager (GTM)

Bear in mind for this to work you also need a Consent Management Platform to be setup.

Implementing basic mode with GTM

  • Enable consent overview: In GTM, go to Admin > Container Settings and enable “Enable consent Overview”
  • Configure tags: For each tag that requires consent, (Google Ads, Google Analytics etc.), open the tag settings and navigate to “Triggering”
  • Set consent trigger: Under “Triggering”, choose “Fire tag upon consent.” This ensures that the tag only figures when the user interacts with your consent banner
  • Default consent stage (optional): In the “Consent settings” section, you can set a default consent state (e.g. “Not configured”) for the tag before the user interacts with the banner


Implementing advanced mode with GTM

  • Enable consent overview: In GTM, go to Admin > Container Settings and enable “Enable consent Overview”
  • Configure tags: For each tag that requires consent, (Google Ads, Google Analytics etc.), open the tag settings and navigate to “Triggering”
  • Set default consent state: For relevant tags, in ‘Consent settings’, set a default state like “Analytics Storage: Anonymized”. This sends anonymised data for modelling purposes before consent
  • Update consent status: Create a separate tag to update user consent choices in GTM. This tag fires when the user interacts with the consent banner and uses the “Update Consent Settings” command to update consent states for relevant tags.



Compliance with regulations: Google Consent Mode is designed to help website owners comply with privacy regulations, so by adjusting the behaviour of Google’s services based on given consent, it ensures your website is only collecting personal data when the correct consent is given.

User trust: Being clear in your consent management process and having the correct processes implemented can enhance user trust and improve overall user experience.

Data-driven insights: Google Consent Mode V2 allows using anonymized data to gain insights, even when users don’t consent to cookies, which helps with basic measurements and understanding website performance without compromising privacy.



Implementation: Setting up Google Consent Mode can require technical knowledge and might be complex to those without it or without development experience. If you are unsure, it is best to seek guidance to ensure that Consent Mode is configured correctly.

Ad performance: For those who do not consent to personalised advertising, ads can become less effective, leading to lower conversion rates.

Maintenance and compliance
: As privacy regulations continually evolve, ensuring your consent processes are up to date and compliant will require ongoing attention, so it’s important to stay vigilant on the latest laws.


Google Consent Mode V2 is a significant step in the right direction for business’ to provide transparency, choice and control to their users whilst being able to collect the insights that they need run effective marketing campaigns and monitor performance. However, getting it set up is not straight forward unless you are using a Consent Management Platform as well as having some knowledge of using Google Tag Manager in many cases.

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