Updated
Google Consent Mode v2 is the interface through which your cookie banner tells Google tags whether a visitor has consented to analytics and advertising cookies. Google has required it for advertisers in the European Economic Area since March 2024 to keep features such as remarketing and personalized ads available.
Which signals does Consent Mode v2 send?
ad_storage: advertising cookiesanalytics_storage: analytics cookiesad_user_data: sending user data to Google for advertising (new in v2)ad_personalization: personalized ads and remarketing (new in v2)
Basic or Advanced?
In Basic mode, Google tags only load after consent. In Advanced mode, they load immediately but send only cookieless pings until the user consents. Google uses these to model missing conversions, so Advanced gives more complete data in Google Ads and GA4.
How is it set up?
Usually through a certified consent management platform such as Cookiebot, Usercentrics or CookieYes, combined with Google Tag Manager. Testing is essential: default values must be set before any tag fires, and updates after a click on the banner must arrive correctly.
Why it matters for campaigns
Without a working Consent Mode, conversions go missing, remarketing lists shrink and bidding strategies such as target ROAS learn from incomplete data. Together with server-side tracking it is the foundation of reliable measurement.
Digitalman sets up Consent Mode v2 and conversion tracking. Learn more on our Google Ads agency page.
Digitalman can help
Looking for the right online marketing strategy?
We review your situation and recommend the channels that genuinely make sense for you. The first 60 minutes of consultation are free.