Privacy & Consent

Google Consent Mode v2

In short

Google Consent Mode v2 passes your visitors' consent choices to Google tags, so Google Ads and GA4 only use data to the extent visitors allowed.

Also known as: Consent Mode v2, Google Consent Mode, Consent Mode

Google Consent Mode v2 is an API that lets your website tell Google tags what each visitor has consented to. Google Ads and GA4 then adjust which data they store and use for advertising.

Your cookie banner sets default values when the page loads, usually "denied", and updates them once the visitor makes a choice. The key parameters are:

  • ad_storage: may advertising cookies be set?
  • analytics_storage: may analytics cookies be set?
  • ad_user_data: may user data be sent to Google for advertising? (new in v2)
  • ad_personalization: may personalised ads such as remarketing be shown? (new in v2)

Google added the two new parameters in light of the Digital Markets Act. Since March 2024, v2 signals are effectively mandatory for advertisers reaching users in the EEA who want full use of features like remarketing and conversion measurement.

Without correct signals, Google may limit or drop conversions from EEA users. With Consent Mode in place, Google can model part of the conversions from visitors who declined, softening signal loss. Modelling is an estimate and typically needs a minimum volume of data per account.

Keep in mind: Consent Mode does not make your setup GDPR-compliant on its own. It only enforces what visitors decided.

Example

A visitor clicks a Google ad, lands on your site with a gclid and rejects marketing cookies. All four parameters stay "denied". Google sets no ad cookie, but in advanced mode it can still receive a cookieless ping for modelling. If the visitor accepts, the values switch to "granted" and Enhanced Conversions can send hashed user data.

LeadSignal connects Google Ads through the Google Tag (gtag) and sends the Consent Mode v2 signals ad_storage, ad_user_data and ad_personalization automatically, based on the choice made in its built-in cookie banner. No Google Tag Manager configuration is needed. See the Google Ads integration for setup details.

Frequently asked questions

Is Google Consent Mode v2 mandatory?+

For advertisers running Google Ads to users in the EEA, Google has required Consent Mode v2 signals since March 2024. Without them, remarketing and conversion measurement for those users can be limited.

What is the difference between basic and advanced Consent Mode?+

In basic mode, Google tags only load after consent. In advanced mode, they load right away and send cookieless pings without consent, which Google uses for conversion modelling.

Does Consent Mode replace a cookie banner?+

No. Consent Mode only passes on the decision visitors make in a cookie banner. You still need to collect that consent.

Guides on this topic

Privacy & Consent
GDPR-Compliant Tracking: Cookie Banner, Consent Mode v2 and Conversion Tracking Done RightGDPR-compliant tracking in plain English: what valid consent means, how Consent Mode v2 works and how to set up your cookie banner and conversion tracking.10 min read
Tracking
Server-Side Tracking Without Google Tag Manager: A Simpler sGTM AlternativeServer-side tracking setup without a server container: what sGTM really costs, when it is worth it, and a simpler way to connect Meta, LinkedIn and TikTok.11 min read
Tracking
Simple Conversion Tracking: How to Set Up Ad Tracking Without a Developer (2026 Guide)How to set up conversion tracking without a developer or Google Tag Manager: what simple tracking must cover, three setups compared and a step-by-step guide.10 min read

Related terms

Privacy & ConsentCookie BannerConsent banner and consent management platformA cookie banner asks visitors which cookies and tracking purposes they accept, then controls which scripts are allowed to load on the website.Privacy & ConsentGDPRGeneral Data Protection RegulationThe GDPR is the EU regulation protecting personal data. It defines when websites may process data such as IP addresses, cookie IDs or click IDs.Ad PlatformsEnhanced ConversionsGoogle Ads feature for more accurate measurementEnhanced Conversions is a Google Ads feature that sends hashed customer data like email or phone number with your conversions to make measurement more accurate.MetricsSignal LossSignal loss describes conversions and user data that never reach ad platforms because of ad blockers, cookie limits, missing consent or broken tracking setups.TrackinggclidGoogle Click IdentifierThe gclid is the Google Ads click ID. Google appends it to the URL on every ad click so that conversions can be attributed to the right click and campaign.Privacy & ConsentAd BlockerAn ad blocker is a browser extension or network tool that blocks ads and tracking scripts, which makes many conversions invisible to ad platforms.