Consent Mode v2
Consent Mode v2 is Google's interface between your cookie banner and Google tags. It controls which data is collected depending on user consent and is mandatory for advertisers in the EEA.
What is Consent Mode v2?
Consent Mode v2 is Google's standard for passing your website visitors' consent decisions to Google services like Google Ads and Google Analytics. Your cookie banner (consent management platform) transmits signals such as ad_storage, analytics_storage, ad_user_data, and ad_personalization. The latter two were added with v2. For advertisers reaching users in the European Economic Area, Consent Mode v2 is mandatory to keep using features like remarketing and conversion measurement.
How Does Consent Mode v2 Work?
There are two variants:
- Basic: Without consent, Google tags don't load at all. Simple, but all data from non-consenting users is lost.
- Advanced: Tags always load but only send cookieless pings without consent. Google uses these for conversion modeling. Estimated conversions fill the measurement gap.
Why Does It Matter?
Without a correctly implemented Consent Mode v2, you lose audience features in the EEA and your conversion data becomes incomplete. This directly degrades Smart Bidding quality.
Pro Tip: Use a Google-certified consent management platform and verify in Tag Assistant that consent signals actually fire before the tags. The order is the most common source of errors.
Further resources
Frequently Asked Questions
Yes, for advertisers targeting users in the European Economic Area who want to use Google advertising features like remarketing or conversion measurement with personal data, Consent Mode v2 is mandatory.
Advanced delivers more complete data thanks to conversion modeling, but is more controversial from a privacy perspective because tags load even without consent. Make this decision together with your data protection officer.
No. Consent Mode is only the technical interface that passes the user's decision to Google. The cookie banner itself comes from a consent management platform (CMP).
Google Ads cannot collect new data for remarketing lists in the EEA and your conversion measurement becomes incomplete. Campaigns relying on audiences and Smart Bidding lose significant performance.
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