Google Consent Mode is a feature that allows Google services to adjust their behaviour according to the user's cookie consent status.
What is Google Consent Mode?
Consent Mode is the way a cookie banner communicates with Google tags (Analytics, Ads). Depending on the consent status, Google switches between full tracking and data modelling.
Consent Mode v2
Since March 2024, version 2 is required, adding two new signals:
- ad_user_data – Consent to send data to Google for advertising purposes
- ad_personalization – Consent to personalised advertising
Consent states
- analytics_storage – Analytics cookies (GA4)
- ad_storage – Advertising cookies (Google Ads)
- ad_user_data – Sharing data for advertising
- ad_personalization – Ad personalisation
Why is it important?
Without Consent Mode v2 implemented:
- You cannot measure conversions in Google Ads
- You lose remarketing audiences
- Google Analytics will report less accurate data
Consentio and Consent Mode
Consentio automatically supports Google Consent Mode v2. The consent status is correctly communicated to Google services without any additional configuration.