Consent Mode v2 is Google's API that adjusts tag behavior based on user consent. It uses four signals: ad_storage, analytics_storage, ad_user_data and ad_personalization (the last two are new in v2). When the user doesn't consent, Google doesn't write cookies but can model the lost conversions. It is mandatory to advertise with audiences and remarketing in the European Economic Area.
1. What it is and the 4 signals
Consent Mode tells Google tags whether the user accepted each type of data use, so they behave accordingly.
| Signal | Controls |
|---|---|
| ad_storage | Advertising cookies |
| analytics_storage | Analytics cookies (GA4) |
| ad_user_data (v2) | Sending user data to Google Ads |
| ad_personalization (v2) | Remarketing and personalized ads |
2. What changed in v2
v2 added ad_user_data y ad_personalization. Without them, since 2024 you can't use audiences or remarketing in campaigns targeting the EEA and the UK: lists stop growing and measurement degrades.
3. Basic vs. advanced mode
| Aspect | Basic | Advanced |
|---|---|---|
| Tag loading | Only after accepting | Always (without cookies if rejected) |
| Conversion modeling | Limited | Greater (more anonymous signals) |
| Recommended for | Simple implementation | Anyone who wants to recover more data |
4. How to configure it
Use a Google-certified CMP
E.g. Cookiebot, Usercentrics, CookieYes. It must support Consent Mode v2.
Set the default state
"denied" for all 4 signals before the user interacts.
Connect the CMP to GTM
To update consent when the user makes a choice.
Choose basic or advanced and validate
Check the signals in Tag Assistant and in GA4.
5. Common mistakes
- Installing only v1 and losing audiences in Europe.
- Not setting the default state to "denied" before consent.
- Using a cookie banner that isn't a certified CMP.
6. Checklist
- Certified CMP with Consent Mode v2 support
- All 4 signals declared (incl. ad_user_data and ad_personalization)
- Default state "denied" before interaction
- CMP connected to GTM and signals verified
- Conversion modeling active in GA4/Ads
After fixing its measurement and funnel, Milenio PC went from a 0.27% to a 12.16% conversion rate. Measuring well also sells. Milenio PC case: 0.27% → 12.16% ↗
Frequently asked questions
To advertise with audiences/remarketing in the EEA and the UK, yes. In other markets it is highly recommended so you don't lose measurement.
Not entirely: in advanced mode, Google models lost conversions from anonymous signals.
No. It must be a CMP that correctly implements Consent Mode v2.
Is your measurement compliant and still keeping data?
We configure Consent Mode v2 so you comply without wrecking your analytics.
Request your data audit ↗