Google Consent Mode v2 is mandatory for all websites using Google services in the EU. Without it, you will lose data from both ads and analytics. We show you how to implement it.

What is Google Consent Mode?

Google Consent Mode is a feature that allows Google services (Analytics, Ads) to operate in accordance with user consent. When a user declines cookies, Google switches to data modelling mode instead of direct tracking.

What is new in version 2?

Consent Mode v2 adds two new signals:

  • ad_user_data – consent to send data to Google for advertising purposes
  • ad_personalization – consent to personalised advertising

These signals are now required for remarketing and conversion measurement in Google Ads.

Why is it mandatory?

Google is responding to the Digital Markets Act (DMA) – EU legislation. Without Consent Mode v2 implemented:

  • You will not be able to measure conversions in Google Ads
  • You will lose remarketing audiences
  • Google Analytics will report less accurate data

"Without Consent Mode v2, you could lose up to 50% of conversion data in Google Ads."

– Google documentation

How to implement Consent Mode v2

Step 1: Make sure your cookie banner supports Consent Mode v2. Consentio supports it automatically.

Step 2: Set the default consent states before loading Google tags:

gtag('consent', 'default', {
  'ad_storage': 'denied',
  'ad_user_data': 'denied',
  'ad_personalization': 'denied',
  'analytics_storage': 'denied'
});

Step 3: After consent is granted, update the states:

gtag('consent', 'update', {
  'ad_storage': 'granted',
  'ad_user_data': 'granted',
  'ad_personalization': 'granted',
  'analytics_storage': 'granted'
});

The simplest solution

With Consentio you do not need to write any code. Our cookie banner automatically communicates with Google Consent Mode v2 and correctly sets all signals according to the user's choice.