Google Consent Mode v2 is a Google framework that adjusts how Google tags, including Google Analytics 4, Google Ads, and Floodlight, behave based on the consent a user grants. When a visitor declines tracking, tags run in a limited state and Google models the missing data instead of collecting it directly. Consent Mode v2 is required for advertisers using Google services with EEA and UK users.
Consent Mode v2 is how you stay compliant and keep usable ad measurement, instead of losing data entirely when users decline.
How does Google Consent Mode v2 work?
Consent Mode reads consent signals from your consent banner and passes them to Google tags through two parameters:
- ad_storage: controls cookies used for advertising
- analytics_storage: controls cookies used for analytics
Consent Mode v2 adds two more signals required for ad personalization and remarketing:
- ad_user_data: whether user data can be sent to Google for ads
- ad_personalization: whether data can be used for personalized advertising
When consent is denied, tags fire in a restricted mode that sends anonymous, cookieless pings. Google then uses conversion modeling to estimate the conversions it couldn't directly observe.
Why is Consent Mode v2 required?
Google made Consent Mode v2 mandatory in 2024 for advertisers who want to use audience and measurement features with users in the European Economic Area and the UK. Without it, remarketing audiences and full conversion data become unavailable for those users.
How do you implement Google Consent Mode v2?
You need a consent banner that captures user choices and a way to relay those choices to Google's tags. A consent management platform handles both automatically.
Enzuzo's consent management platform (CMP) integrates natively with Google Consent Mode v2 and Google Tag Manager, mapping each user's consent choice to the correct Google signals, so you preserve modeled measurement while remaining GDPR compliant.
Frequently asked questions
What is the difference between Consent Mode v1 and v2? Consent Mode v2 adds two signals — ad_user_data and ad_personalization — on top of v1's ad_storage and analytics_storage. These extra signals are required for Google Ads personalization and remarketing features.
Is Google Consent Mode mandatory? It is required for advertisers using Google's audience and measurement features with EEA and UK users. It is not legally mandated by the GDPR itself, but is a Google platform requirement.
Does Consent Mode replace a cookie banner? No. Consent Mode needs a consent banner to capture user choices; it only controls how Google tags respond to those choices.
Configure Consent Mode v2 the right way
See how Enzuzo connects your consent banner to Google Consent Mode v2 →
