Consent Mode v2
DefinitionConsent Mode v2 is a Google mechanism that passes a visitor’s cookie banner choice to your Google Ads and GA4 tags. Since March 2024, it has been required for full conversion tracking and remarketing on traffic from the European Economic Area.
How it works
The banner collects the visitor’s choice, and Consent Mode passes it to the tags as four signals: consent for advertising cookies, for analytics cookies, for sending user data to Google, and for personalised ads. The last two were added in version 2. Basic mode blocks tags until consent is given. Advanced mode loads them straight away and, if the visitor declines, sends only anonymous, cookieless signals that Google uses to model the missing conversions.
- Consent given, 600 visits
- conversions counted in both modes
- Declined, basic mode
- no data
- Declined, advanced mode
- modelled conversions
Figures are illustrative.
What it means for you
Without Consent Mode v2 set up correctly, Google Ads can’t build remarketing lists from EEA traffic and loses part of your conversion data. Campaigns using automated bidding then learn from an incomplete picture.
From our accounts
The most common fault we find in audits: the cookie banner works, but it isn’t connected to Consent Mode. Tags either wait for a signal that never arrives or fire without consent. Either way, the figures in the platform drift away from your sales.
We implement Consent Mode v2 together with your cookie banner and test on the live site that tags respond to the visitor’s choice.
Web analytics