Google Consent Mode V2 Explained

Last updated: 15 January, 2025.

CookieScript is a Google-certified CMP, which supports the Google Consent Mode v2.

Over the last few years, the digital ads ecosystem has been evolving significantly since multiple regulations on users’ data have been enforced. The General Data Protection Regulation (GDPR) and ePrivacy Directive (the Cookie Law) influenced tremendously businesses that offer goods and services online to users in the European Economic Area (EEA), which have been required to prove a legal basis for the processing of personal data and get user consent for collecting their data.

The new Digital Markets Act (DMA), also known as Regulation 2022/1925, came into force on 1 November 2022 and became applicable on 2 May 2023. DMA introduced various requirements to Google and other big companies, nominated as gatekeepers, in particular stating that the gatekeepers are responsible for collecting user consent. The designated gatekeepers had to comply with the DMA until March 2024.

Google responded to the requirements of the DMA by introducing Google Consent Mode v2.

So, what is Google Consent Mode, Google Consent Mode v2, and how to implement it correctly?

Google Consent Mode- an Overview

Google Consent Mode was launched in September 2020 in response to the privacy regulations in the EEA. Google Consent Mode is a tool that includes an application programming interface (API) to control tag cookie storage, which allows businesses to send user consent preferences from cookie banners to Google.

Google Consent Mode adjusts how Google tags like Google Tag Manager, Google Analytics, Google Marketing Platform, and Google Ads perform based on user consent.

Google Consent Mode allows to use of detailed insights and website analytics needed for Google Ads products like Google Ads or Google Analytics while maintaining compliance with the GDPR and other privacy laws around the world. Consent Mode also allows us to understand user behavior and website performance since it is used to estimate the actions users take on the website. Read Google's overview about Google Consent Mode.

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Google Consent Mode V2

In 2024, Google switched from Google Consent Mode to Google Consent Mode v2. The changes were influenced by the ongoing development of privacy legislation and the introduction of the Digital Markets Act (DMA).  There are requirements on user consent, transparency and profiling, user choice, and others. Google responded to the requirements of the DMA by introducing Google Consent Mode v2.

To ensure seamless functionality with Google Consent Mode Version 2, it is crucial to update your GTM CookieScript template to the latest version. This update addresses recent changes in permission settings within the GTM template, which are essential for the proper operation of Google Consent Mode Version 2. Delaying this update may result in compatibility issues in the Cookie Banner. We strongly recommend all users to make this update a priority to maintain smooth and compliant website operations.

If businesses want to continue measuring user behavior and website performance, and get the maximum result from marketing they need to switch to Google Consent Mode v2. The deadline was March 2024. Users not using Google Consent Mode v2 in 2025, will not be able to use Google Advertisement products and will not be able to get any new users from EEA. It will be impossible to do remarketing in Google Ads, Floodlight, and Display. This would significantly affect the measurement results and the performance of advertisers remarketing and engagement campaigns.

If you want to use Google Ads for your advertising in the EEA markets, you need to use a cookie banner integrated with Google Consent Mode v2.

The main difference between Google Consent Mode and Google Consent Mode v2 is the addition of two additional consent states: ad_user_data and ad_personalization, which can be attributed to the user’s consent:

• ad_user_data is used to set consent for sending user data to Google for advertising purposes. Website users have to specifically agree to share their data with Google through a cookie consent banner.
• ad_personalization controls whether data can be used for ads personalization (e.g. remarketing). Users must specifically agree (through a Cookie Consent banner) to share their data with Google for the purpose of ad personalization.

The current Consent Mode parameter tags analytics_storage and ad_storage were related to data collection only, while these new Consent Mode v2 tags relate to how data is used and shared.

Google presented two types of consent mode implementation- basic and advanced, which you have to choose based on legal requirements and your desired output. Google focuses on modeling within Google Ads conversions. Google Ads Conversions modeling is enabled across both basic and advanced types of consent mode modeling.

Google Consent Mode vs Google Consent Mode v2

Basic Google Consent Mode

Under the basic consent mode implementation, no information from users is collected at all, not even consent status. Tags stay blocked and will not load unless consent is granted.

Basic Consent Mode modeling allows for conversion modeling in Google Ads and continues tracking of conversions and analytics, even when users do not give consent. The modeling is based only on data from users who have granted Cookie Consent. Thus, its accuracy is lower. Nevertheless, it is still better than not having Consent Mode at all.

Advanced Google Consent Mode

Under the advanced implementation, Google tags are loaded before users are presented with the Cookie Consent banner, and Google collects cookieless data that lack personal identifiers. Google uses data such as Device Type,  Country, Time of Day, Conversion Type, and Browser Type as factors to make the modeling more accurate.

It is recommended to use Advanced Consent Mode for better accuracy of your remarketing campaigns. However, the basic version is better than not having a consent mode at all.

Read about the differences between basic and advanced Google Consent Mode.

How does Google Consent Mode v2 Work?

Google Consent Mode v2 works in the following way:

1. User visits your website or app, he is presented with a consent banner and chooses their Cookie Consent preferences.
2. Google Consent Mode v2 communicates user consent choice for the different parameters to the Google tags/SDK.
3. If the user consents to all cookies, Google performs normal conversion measurement.
4. If the user does not consent to one or more parameters, the relevant Google tags/SDK either adjust their behavior to respect user consent choices (with the Advanced Google consent mode implementation) or stay entirely blocked (with the Basic Google consent mode implementation). If a user denies consent, no data is collected at all about these users.
5. Google uses behavioral modeling and conversion modeling to get the most accurate data in your account to enable better reporting and optimization.

How to Implement Google Consent Mode V2?

You can implement Google Consent Mode v2 with one of these methods: using a Google-certified CMP, Google Tag Manager, or manually.

Google Consent Mode v2 implementation using a CookieScript CMP

The easiest way to apply your remarketing campaign while maintaining compliance with the GDPR and other privacy laws is to use a Google-certified CMP, integrated with Google Consent Mode v2. Google works in partnership with Consent Management Platforms (CMP), which are integrated with Consent Mode and Google Tag Manager (GTM) and thus help manage cookie banners and respect user's consent preferences.

CMPs handle the consent banners and consent management, keep records of user consent, and send the necessary parameters of the chosen Consent Mode to Google as required.

Google has a list of Google-certified CMPs, which should be used for your consent management. Google also evaluated certified CMP Partners and classified them into 3 tiers: Gold, Silver, and Bronze. 

Read the article on how to compare consent managements providers.

CookieScript is a Google-certified CMP, which supports Google Consent Mode v2, and has the GOLD Tier in the Google tiering system.

CookieScript CMP also has an IAB TCF v2.2 integration, is easy to install or upgrade, and allows you to continue tracking of conversions and analytics, even when users do not consent.

Benefits of using a CMP for Google Consent Mode v2 implementation:

• Simple implementation.
• Pre-built templates and integrations.
• User-friendly interface.
• Compliance hints and automatic updates.
• 100% compliance with data privacy regulations.

The easiest way to implement Google Consent Mode v2 on your website is by using a CookieScript Google Tag Manager (GTM) tag template. Manual Google Consent Mode v2 implementation is also possible, however, we do not recommend it.

See the instructions on how to implement Google Consent Mode v2 with a GTM Tag template or manually and how to update the GTM template. 

Google Consent Mode v2 implementation using Google Tag Manager

Another method to implement Google Consent Mode v2 is by using Google Tag Manager (GTM). GTM provides a user-friendly interface for managing and deploying tags.

Before you begin, make sure you have the following prerequisites:

• GTM account with a container set up.
• Google Analytics 4 (GA4) property.
• A cookie consent banner (such as CookieScript) to manage user consent preferences.

To implement Google Consent Mode v2 by using GTM, perform the following steps:

1. Enable consent mode in GTM.
2. Add the Google consent initialization tag.
3. Create a consent settings tag.
4. Connect your consent banner with GTM.
5. Use triggers to control when tags fire to respect consent settings.
6. Test your setup.

See for more details on how to integrate Google Consent Mode v2 using GTM.

Manual Google Consent Mode v2 implementation

While technically possible, manual implementation is generally not recommended due to its complexity and potential for errors.

You need to modify your website’s code to include Consent Mode behavior for each Google tag. 

To implement Google Consent Mode v2 manually, perform the following steps:

1. List all Google tags on your website (Google Tag Manager, Google Analytics 4, Google Ads, etc.).
2. Define different consent states (granted, denied, unknown).
3. Write code to check consent status and modify tag behavior accordingly.
4. Test your setup in all consent scenarios.

What Happens If Google Consent Mode v2 Is Not Enabled?

If you have the old version implemented (Google Consent Mode V1), your implementation will continue to work. However, you will not get full functionality of Google advertisement and analytics products. No data will be sent to your Google advertising platforms, which means limited data, reduced targeting, decreased remarketing possibilities, and restricted Google Ads. As a result, your marketing campaigns will be less efficient.

To get the most advantage of Google Ads and Google Analytics, update to Google Consent Mode V2 so that Google knows how to process the incoming data correctly for the two new parameters ad_user_data and ad_personalization.

How to Update Google Consent Mode v1 to Google Consent Mode V2?

Most CMPs offer automated updrades or provide clear instructions on how to update to Google Consent Mode v2.

You can update Consent Mode v1 to v2 by configuring your CMP. Most CMPs offer automated updates. If you are using a CookieScript CMP, upgrade to v2, simply update the GTM template and modify your code or GTM triggers and tags to incorporate the new consent parameters (ad_user_data and ad_personalization). Set CookieScript trigger to Consent Initialization, and GA trigger to Initialization.

Read the guides on:

• How to install Google Consent Mode v2 with GTM?
• How to update the GTM template? 
• How to check if Google Consent Mode v2 is activated? 
• Google Consent Mode checklist.

Frequently Asked Questions

How to implement Google Consent Mode v2?

The easiest way to implement Google Consent Mode v2 is to use a Google-certified CMP, integrated with Google Consent Mode v2. Use CookieScript, a Google-certified CMP, that also has the GOLD Tier in the Google tiering system, to implement Google Consent Mode v2. It also has an IAB TCF v2.2 integration, is easy to install or upgrade, and allows you to continue tracking of conversions and website analytics, even when users do not consent.

Why should I implement Google Consent Mode v2?

If you want to continue using Google Advertisement products and do remarketing in Europe, you need to implement Google Consent Mode v2. In 2025, users not using Google Consent Mode v2, will not be able to use Google Ads and will not be able to get any new users from Europe. The easiest way to implement Google Consent Mode v2 is to use a Google-certified CMP, integrated with Google Consent Mode v2 like CookieScript.

What happens if Google Consent Mode v2 is not enabled?

If you use Google Consent Mode V1, your implementation will continue to work. However, you will not be able to use Google Advertisement products and will not be able to get any new users from EEA. It will be impossible to do remarketing in Google Ads, Floodlight, and Display. This means limited data, reduced targeting, decreased remarketing possibilities, and restricted Google Ads. This would significantly affect the measurement results and the performance of advertisers remarketing and engagement campaigns. Use CookieScript CMP to implement Google Consent Mode v2 and get full functionality of Google advertisement and analytics products.

How do I update to Google Consent Mode v2 from an older version?

You can update Consent Mode v1 to v2 by configuring your CMP. Most CMPs offer automated updates. If you are using a CookieScript CMP, simply update the GTM template and modify your code or GTM triggers and tags to incorporate the new consent parameters (ad_user_data and ad_personalization). Set CookieScript trigger to Consent Initialization, and GA trigger to Initialization. See also Google Consent Mode checklist.

What is the difference between Google Consent Mode and Google Consent Mode v2?

The main difference between Google Consent Mode and Google Consent Mode v2 is the addition of two additional consent states: ad_user_data and ad_personalization, which can be attributed to the user’s consent. The current Consent Mode parameter tags analytics_storage and ad_storage were related to data collection only, while these new Consent Mode v2 tags relate to how data is used and shared. Use CookieScript, a Google-certified CMP, to implement Consent Mode v2.

What is the role of two new parameters of Google Consent Mode v2?

Google Consent Mode v2 introduced two additional consent states: ad_user_data and ad_personalization, which can be attributed to the user’s consent, which relate to how data is used and shared. ad_user_data is used to set consent for sending user data to Google for advertising purposes. ad_personalization controls whether data can be used for ad personalization (e.g. remarketing). CookieScript, a Google-certified CMP, can be used to implement Google Consent Mode v2.

How to check if Google Consent Mode v2 is activated?

To check if Google Consent Mode v2 is activated (and if Advanced consent mode is implemented), perform these steps: check (at your CookieScript settings) if Google Consent Mode 2 is enabled; check (at your GTM account) if the cookie banner is activated; re-save your banner; and validate GTM installation. Read for more details here.

What is the difference between basic and advanced consent modes?

Under the advanced implementation, Google tags are loaded before users are presented with the Cookie Consent banner, and Google collects cookieless data that lack personal identifiers. Under the basic consent mode implementation, no information from users is collected at all, not even consent status. CookieScript, a Google-certified CMP, can be used to implement both consent modes of Google Consent Mode v2.