In 2024, Google switched from Google Consent Mode to Google Consent Mode v2.
Compliance with Google Consent Mode v2 ceased to be just a legal issue. It has become a necessity for marketing revenue. If businesses want to use Google products like Google Ads or Google Analytics in the European Economic Area (EEA) markets, they need to use Google Consent Mode v2.
Ignoring Google Consent Mode v2 is no longer just a compliance risk. If you don’t use it, it will affect your digital advertising performance, data visibility, and revenue.
Read this blog to learn how Google Consent Mode v2 and its implementation affects revenue of businesses.
CookieScript is a Google-certified CMP, recommended by Google, for the implementation of Google Consent Mode v2.
What Is Google Consent Mode v2 and Why It Impacts Revenue
Google Consent Mode is a tool that includes an application programming interface (API) to control tag cookie storage, that lets Google tags adjust their behavior based on a user’s consent choices.
Businesses send user consent preferences from cookie banners to Google. Then, Google Consent Mode adjusts how Google tags like Google Tag Manager, Google Analytics, Google Marketing Platform, and Google Ads perform based on user consent.
When consent is fully granted, user tracking is performed, that allows businesses to reach the best revenue.
When consent is denied, tags aren’t sent to Google, and users are not tracked. Tags work in a restricted mode that still allows limited, privacy-safe signals to reach Google.
How Consent Signals Affect Conversion Tracking
Consent signals tell Google whether it’s allowed to store identifiers like cookies, local and session storage, other trackers, or track users across platforms. Without consent, traditional conversion tracking is not allowed.
Consent Mode v2 signals affect conversion tracking. Instead of losing conversions entirely, Google can infer performance using aggregated, anonymized, or modelled signals. That’s critical if businesses want to retain conversion paths to support bidding and attribution.
Google presented two types of consent mode implementation- basic and advanced, which you have to choose based on legal requirements and your desired output.
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.
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.
In other words, consent mode implementation affects how much data your ad platforms can access. Less data usually means weaker optimization and less revenue for your business.
It is recommended to use Advanced Consent Mode for better accuracy of your remarketing campaigns and revenues. However, the basic version is better than not implementing a consent mode at all.
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CookieScript is a Google-certified CMP, recommended by Google, for the implementation of Google Consent Mode v2 and Google Tag Manager. It is included in the Google's list of Google-certified CMPs.
Google Consent Mode v2 vs No Consent Mode: Revenue Impact Comparison
Implementing Advanced Consent Mode is the preferred option for businesses that gives better accuracy of remarketing campaigns and higher revenues. User data is collected from both consented and non-consented users when they grant consent and when they deny consent.
Basic Consent Mode sends less user data to Google. User data is collected only from consented users when they grant user consent. It enables conversion modeling in both Google Ads and Google Analytics, but it blocks behavioral modeling in Google Analytics.
Advanced consent mode is preferred, but it could be more difficult to configure. Basic Consent Mode provides less data, but it’s easier to implement and requires less customization of the functionality of Google Tags. The basic version is better than not implementing a consent mode at all.
Google introduced Google Consent Mode v2 in 2024. It was enough time to implement the advanced or basic consent mode. However, many businesses still run Google ads without Consent Mode v2. It’s usually an ineffective way to run ads, that dramatically decreases revenue.
What Happens When Consent Mode Is Missing or Misconfigured
When there is neither an Advanced nor a Basic consent mode implemented, Google has no structured way to understand what happens after users decline tracking.
Without Consent Mode, Google Ads sees fewer conversions than actually occur. Bidding works ineffectively: it shifts traffic to safer audiences or overcorrects based on partial data, missing many opportunities.
Misconfigurations are just as damaging. Signals firing in the wrong order or failing to update after user interaction can block modeling. From the business’s point of view, it looks like your campaigns stopped performing— even when revenue hasn’t actually changed.
Let’s compare revenue scenarios in three different cases:
Advanced consent mode with real data:
- Conversion volumes are the highest.
- Smart bidding is the most optimal.
- Allows to achieve the best performance.
Basic consent mode with modeled data:
- Conversion volumes remain close to reality.
- Smart bidding has enough signal to optimize.
- Performance trends look stable and explainable.
Without Google consent mode (without real or modeled data):
- Significant drops in conversion.
- CPA spikes and ROAS falls.
- Budgets are spent inefficiently, based on incomplete information.
For advertisers using Google Ads, Google Consent Mode v2 isn’t optional anymore- it’s a must. It’s necessary for conversion modeling in Europe and other areas with strict regulations. Once enabled and correctly configured, Consent Mode v2 increases revenue traffic. Without it, Google Ads operates blindly, which is rarely profitable.
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How to Set Up Google Consent Mode v2 for Maximum Revenue Recovery
The highest ROI activity in digital marketing is most often reached because of remarketing — serving ads to users who previously visited your site or abandoned a cart. To enable remarketing, Google Consent Mode v2 requires implementing the ad_personalization. If that signal is missing, Google will not add those users to your remarketing lists.
The revenue impact is high: your most valuable audience segments will decrease significantly, affecting your conversion rates.
Thus, you need to set up Google Consent Mode v2 properly for maximum revenue recovery.
To recover that lost revenue, you must move from a basic setup to an Advanced Modeling configuration.
It is possible to implement Consent Mode v2 with one of these methods: using a Google-certified Consent Management Platform (CMP), via Google Tag Manager, or manually.
In 2026, Google requires a certified CMP like CookieScript. Google works in partnership with CMPs, which are integrated with Consent Mode and Google Tag Manager (GTM) and thus help manage cookie banners and respect user's consent preferences.
Google Consent Mode v2 implementation has two versions: basic and advanced.
Basic Mode: All tags are blocked until consent is given. If a user clicks "Reject," you get no data. Google has no signals to model user behavior and revenue recovery is not possible.
Advanced Mode: It’s the best option for revenue. If a user rejects cookies, the tags still load and send anonymous cookieless pings to Google. These pings provide enough data for Google to use modeling and fill in the missing conversions in your reports.
To set up Google Consent Mode v2 for maximum revenue recovery, implement Google Consent Mode v2 using a CookieScript CMP and select Advanced consent mode:
- Install CookieScript CMP to your website.
- Implement Google Consent Mode v2 to your website.
- Configure cookie banner settings.
- Enable Google Consent Mode v2 on your banner settings.
- Set up Basic or Advanced Google Consent Mode on your website.
For Basic Consent Mode, configure your banner so that, when a user rejects cookies, GA4 tags will not fire, and integrate a consent flag to communicate the user's consent decision to Google. For Advanced Consent Mode, configure, which tags will fire by default. - Activate behavioral modeling in GA4.
Go to Admin > Property Settings > Data Display > Reporting Identity and select Blended. If you select Observed, GA4 only shows users who accepted cookies and does not perform modeling. Blended uses the pings from Advanced Mode to recover the missing data.
Select Thresholds: For modeling to activate, your property typically needs 1,000 daily events with analytics_storage='denied' for at least 7 days, and 1,000 daily users with analytics_storage='granted' for at least 7 of the last 28 days.
Tips for revenue increase in 2026
Alongside Google Consent Mode v2, you should implement these two additional features to get the absolute maximum recovery, often an additional 15-22% increase:
- Enhanced Conversions (EC)
When checked, this option sends hashed, First-party to Google. It allows Google to match a conversion to a user who logged into Chrome or YouTube, even if they rejected cookies on your site. - Google Tag Gateway (Server-Side)
By 2026, client-side tracking is strongly blocked by Safari and Chrome. Moving your GTM to a Server-Side container allows you to bypass ad-blockers and extend cookie life from 24 hours to 1 year, significantly increasing your attributed revenue.
Note, that you need to use Google-certified CMP, recommended by Google for the implementation of Google Consent Mode v2 and Google Tag Manager.
CookieScript is a Google-certified CMP, recommended by Google, for the implementation of Google Consent Mode v2 and Google Tag Manager. It is included in the list of Google-certified CMPs.
Frequently Asked Questions
What happens if my business ignores Google Consent Mode v2?
If you ignore Google Consent Mode v2 while targeting users in Europe, you will get significant data loss in Google Ads and Google Analytics 4. Google will stop populating remarketing audiences and may be unable to track conversions effectively, leading to inefficient ad spending and lower ROI. Use CookieScript CMP to implement Google Consent Mode v2 easily.
Does Google Consent Mode v2 actually help recover lost revenue?
Yes, but you need to implement it correctly, using Google-certified CMP and Advanced consent mode. Advanced mode restores enough signal for Google Ads and Google Analytics to optimize again. That typically means more stable bidding, fewer unexplained performance drops, and bigger conversion numbers with recovered efficiency rather than “new” revenue.
Is Google Consent Mode v2 mandatory?
While not legally mandated by privacy laws, it is commercially mandatory for any business using Google Ads or Google Analytics to track traffic within the European Economic Area (EEA). To maintain full advertising functionality and maximum revenue recovery, you need to implement Google Consent Mode v2. Use CookieScript CMP to implement Google Consent Mode v2 easily.
How does Google Consent Mode v2 recover lost revenue?
It recovers revenue through conversion modeling. When users decline consent, Google Consent Mode v2 sends cookieless pings instead of Tracking Cookies. These anonymized signals allow Google to model lost conversions, giving your bidding algorithms the data they need to optimize ad spend money efficiently, even without full user tracking.
Is Google Consent Mode v2 required for revenue recovery outside of Europe?
Google needs the ad_user_data and ad_personalization signals primarily to traffic in the European Economic Area (EEA) due to the Digital Markets Act. These signals are implemented via Google Consent Mode v2Google Consent Mode v2 and Advanced consent mode. Currently, in the US and other markets, you don’t need the Consent Mode v2, however, it is considered the best practice to implement it as privacy regulations tighten worldwide.
Does a higher consent rate matter if Consent Mode v2 is enabled?
Yes. Google Consent Mode v2 recovers lost traffic, but it doesn’t replace real consent. Higher opt-in rates still mean better direct measurement and less reliance on modeling. From a revenue perspective, the strongest setup combines good UX, transparent cookie notices, and Consent Mode v2. Use CookieScript CMP to provide a cookie notice and implement Google Consent Mode v2 easily.