What is Google Consent Mode V2

What is Google Consent Mode V2

In the ever-evolving landscape of digital marketing, Google Consent Mode Version 2 emerges as a powerful tool to navigate the delicate balance between user privacy and data collection. Let’s explore its features, differences from the original version, benefits, and implementation guidelines.


Understanding Google Consent Mode v2

Google Consent Mode v2 is an enhancement of the original Consent Mode, designed to better align with data privacy regulations and user preferences. It allows websites to efficiently communicate users’ cookie consent preferences to Google tags. This tool plays a pivotal role in compliance strategies, helping websites align with key data privacy laws like the GDPR and the more recent Digital Markets Act (DMA).


Consent Signals: V2 introduces four tag settings:


Analytics_storage: Asks for consent to use data for analytics.


Ad_storage: Seeks consent for data usage in advertising.


Ad_user_data (new): Inquires about personal data usage for advertising purposes.


Ad_personalization (new): Asks if users consent to data use for remarketing.


User Interaction: Users grant or deny consent via the cookie banner. Google tags respond accordingly.


Implementation Methods:


  • Basic: Blocks tags until the correct consent category is granted.


  • Advanced: Allows more nuanced control over tag behavior based on user consent.



Comply with regulations thanks to our CMP



Key Features of Google Consent Mode v2

  • Google Consent Mode V2 brings in some new settings like ad_user_data and ad_personalization. These join the existing options like analytics_storage and ad_storage. With these new settings, users can have more say over their data and how ads are personalized for them based on their consent.


  • All websites using Google services like Google Ads and Google Analytics must use Google Consent Mode V2. This rule is to follow data privacy laws and make sure user privacy is protected.


  • Google Consent Mode V2 changes how data is tracked by letting websites adjust Google tags depending on what users agree to. If users say yes to cookies, everything works as usual and collects data. But if they say no, data collection is limited to keep their privacy safe. In this case, Google tags work in a restricted way.


  • There are two ways to set up Google Consent Mode V2: Basic and Advanced. With Basic, you only collect data if users agree, and you collect nothing if they don’t. Advanced lets you gather some anonymous data even without consent, but only for modeling reasons, and still keeps user privacy safe.



Differences between Google Consent Mode and Version 2

The main difference between consent mode and consent mode V2 is that two new additional consent states will be added:


ad_user_data: It will be used for users to indicate whether they want to send their data to Google for advertising purposes.


ad_personalization: Indicates whether users want the data to be used for ad personalization such as remarketing.



Implementation Guide for Google Consent Mode v2

  • Edit your website’s code to make sure all consent settings are set to “denied” before the Google Tag Manager container loads. If your CMP tag already does this, you can skip this step.


  • Update your CMP tag with the corresponding Consent Mode v2 Template. If you can’t find one, you may need to work with a developer to add the necessary code to update Google’s consent signals when users interact with the CMP. 


  • Activate Consent Mode on your Google Tag Manager’s container.


  • Review the Consent Overview and set it up for all of your tags.


  • Verify if Consent Mode v2 is set up correctly.


If you’re using gtag.js, you can insert a code snippet, as follows:


<script data-cookieconsent=”ignore”>    window.dataLayer = window.dataLayer || [];    function gtag() {

        dataLayer.push(arguments);    }    gtag(“consent”, “default”, {

        ad_personalization: “denied”,

        ad_storage: “denied”,

        ad_user_data: “denied”,

        analytics_storage: “denied”,

        functionality_storage: “denied”,

        personalization_storage: “denied”,

        security_storage: “granted”,

        wait_for_update: 500,


    gtag(“set”, “ads_data_redaction”, true);

    gtag(“set”, “url_passthrough”, true);



If you are instead using Google Tag Manager, and your CMP doesn’t offer consent features like this, you can rely on Simo Ahava’s Consent Mode Google Tag Manager Template , which lets you specify and set your default consent state.


Every consent management platform (CMP) as Seifti´s that works with Google is updating their tag templates to make things easier for users.


Also, depending on how your CMP tag works, you might need to remove the “wait_for_update” part from the previous code if it’s there in the tag template. This helps avoid having the same rules twice.


Once you’ve set the default consent status to denied and made sure your CMP is telling Google when to link cookie info to data and when not to, you’re almost ready.


But there are a few things to think about.


Consent Mode v2 needs to work with the same kind of CMP you’re using.


To make sure Consent Mode works right, you need to set up your CMP correctly too.



Benefits and Impact of Using Google Consent Mode v2

Compliance: Advertisers can confidently comply with privacy regulations while still leveraging Google services.


User Trust: By respecting user preferences, Consent Mode v2 enhances user trust and transparency.


Data Efficiency: Selective loading of tags reduces unnecessary data transmission, improving site performance.


Marketing Insights: Despite privacy constraints, Consent Mode v2 provides valuable insights for targeted marketing.



Comply with regulations thanks to our CMP


Would you like collect and manage consents on all your websites in an easy and compliant way using? 


Track your consent records accurately and effortlessly with seifti to comply with GDPR requirements.


With our cookie manager, you can ensure that all visitors to your website set up their own consent and manage their preferences through seifti’s consent solution.


Don’t wait and meet legal requirements through our cookie compliance software!



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