Published
In short: Google Consent Mode v2 passes your visitors’ cookie choices to Google Analytics and Google Ads. Since March 2024 it has effectively been mandatory for advertisers with users in the European Economic Area: without it, you lose conversions, remarketing lists and personalised advertising. It does not replace a cookie banner; it works alongside your consent management platform. Here is what v2 changes, how basic and advanced mode differ and how to set it up.
What is Google Consent Mode v2?
Consent Mode is a Google interface through which websites and apps pass user consent to Google tags. Google Analytics, Google Ads and Floodlight then adjust their behaviour: with consent they set cookies as usual, without consent they don’t.
The first version arrived in 2020. Version 2 is Google’s response to the EU Digital Markets Act (DMA). Since March 2024, Google has required advertisers using data from EEA users to send valid consent signals. If they are missing, features such as remarketing and conversion measurement are restricted.
Important: Consent Mode replaces neither the cookie banner nor the consent management platform (CMP). It simply makes sure the choice made in the banner reaches the Google tags.
What is new in version 2?
Two new parameters join the existing ad_storage and analytics_storage:
ad_user_data: whether user data may be sent to Google for advertising purposes,ad_personalization: whether data may be used for personalised advertising such as remarketing.
Only when these signals are passed correctly can Google Ads keep filling your remarketing lists and fully use conversions from the EEA.
Basic or advanced mode?
| Basic mode | Advanced mode | |
|---|---|---|
| Before the choice | Google tags are not loaded | Google tags load but set no cookies without consent |
| If consent is declined | no data sent to Google | cookieless pings without identifiers, such as timestamp, consent state and whether an ad click occurred |
| Modelling | general Google model | modelling based on your own cookieless pings, usually more accurate |
Advanced mode provides better data for conversion modelling. Because it sends pings even without consent, agree the choice with your data protection officer or legal adviser.
What happens without Consent Mode v2?
- conversions from the EEA are recorded incompletely or not at all,
- remarketing lists stop growing and new users are missing,
- personalised advertising is restricted,
- Smart Bidding optimises on incomplete data and becomes more expensive,
- data flow from GA4 to Google Ads becomes unreliable.
How does consent affect conversions?
Google points out that consenting users typically convert two to five times more often than non-consenting users, depending on industry and conversion type. A 50 percent consent rate therefore does not mean you lose half your conversions. Conversion modelling closes part of the gap statistically, provided Consent Mode is set up correctly and there is enough data.
How to set up Consent Mode v2
- Choose a CMP: use a consent management platform with Consent Mode v2 integration, such as Cookiebot, CookieYes or Usercentrics. Google keeps a list of certified partners.
- Enable the integration: switch on Google Consent Mode in your CMP and choose basic or advanced mode.
- Connect Google Tag Manager: use your CMP’s community template in Tag Manager or the CMP’s script. Default values must be set before any Google tag fires, set to “denied” by default for EEA users.
- Test the tags: check in Tag Manager preview and Tag Assistant that all four parameters are passed correctly, before and after consent.
- Check in Google Ads: under Goals and Conversions, Google Ads shows the Consent Mode status of your tags. Review it regularly.
If you already use version 1, a CMP update is often enough for it to send ad_user_data and ad_personalization as well. Still check whether your own scripts or Tag Manager tags handle the new parameters.
Frequently asked questions
Does Consent Mode make me GDPR compliant?
Not on its own. It passes consent to Google. For compliance you also need a correctly configured cookie banner, an up-to-date privacy notice and proper documentation.
Does Consent Mode v2 apply to websites outside the EU?
Google’s requirement relates to users in the EEA, the United Kingdom and Switzerland. If you have visitors there, set it up even if your company is based elsewhere.
How do I know it works?
Tag Assistant shows the consent signals for each page view. In Google Ads, conversion action diagnostics show whether Consent Mode signals are arriving.
Conclusion
Consent Mode v2 is no longer optional; it is a basic requirement for working Google Ads campaigns in Europe. Without it, or with a faulty setup, you lose data every day that Smart Bidding needs for good results.
Not sure your Consent Mode works correctly? We check your tracking as part of our Google Ads management. The first 60 minutes of consulting are free: book a consultation.
Sources: Google Ads Help: About consent mode, Google for Developers: Set up consent mode
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