Google Consent Mode v2

Google Consent Mode v2

What is Google Consent Mode

In Google Consent Mode (GCM), the aim is to address the information gap in Google Analytics when a user withholds consent, all while safeguarding user privacy. This is achieved by employing machine learning and AI techniques. These methods help partially fill in the missing data without compromising the user’s privacy.

More about Google CMP Partner Program at

Google Consent Mode (GCM) operates as follows:

Tags are triggered regardless of user consent, with minimal information transmitted to Google and no reliance on cookies.

This mode specifically pertains to Google Tags like GA4, Google Ads, Conversion Linker, and Floodlight, incorporating a built-in Consent Mode.

However, for other tags such as the Facebook Pixel, etc., the decision to trigger or withhold them must be explicitly defined.

Google Consent Mode V2

Google Consent Mode v2 brings improvements over its predecessor. The main difference lies in its enhanced flexibility. It also offers Extended Tag Support, Enhanced Data Control, Improved User Privacy Measures.

Google Consent Mode V2, introduced in late November 2023. See the video below.

In Google Consent Mode v2, two additional parameters join the existing ones (analytics_storage and ad_storage) to bolster user privacy:

  • The ad_user_data parameter indicates whether the user has consented to the sharing of their personal data with Google for advertising purposes.
  • The ad_personalization parameter controls whether personal data can be used for purposes such as remarketing, where ads are targeted to users based on their past website visits.

Google Consent Mode offers two levels of implementation:

  • Basic
  • Advanced

If you use Google Advertising products (e.g., Google Ads), basic consent mode or advanced consent mode is mandatory for European traffic (starting from March 2024). Otherwise Google services (like Google Ads etc will not work).


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