Consent Mode v2 – what it is and what it is used for?

Consent Mode v2 – what it is and what it is used for?

Consent Mode v2 is a tool created by Google to manage users’ consents regarding cookies and other tracking technologies on websites. Consent Mode v2 is an update to the original version of Consent Mode. Version two introduces more advanced features designed to make Consent Mode more flexible and effective. With Consent Mode, companies can more easily comply with privacy regulations such as RODO (GDPR) and CCPA. Consent Mode v2 integrates directly with Google Analytics and Google Ads platforms, enabling convenient management of tracking settings in these tools.

How does Google Consent Mode v2 differ from the previous version? The biggest change is the addition of two more parameters (to the existing: analytics storage and ad_storage) in Consent Mode V2:

  • ad_user_data: which controls whether user data can be sent to Google for advertising purposes.
  • ad_personalization: which controls whether personalized ads (remarketing) can be enabled.


These new parameters are designed to increase user privacy. These parameters determine whether personal data is sent to Google based on the user’s consent, which applies to services such as Google Ads, Google Shopping, Google Play, etc.

Google Consent Mode offers two levels of implementation – basic and advanced.


Basic implementation of Consent Mode v2

The basic version of Consent Mode v2 works as follows: If the user consents to cookies, the site runs all tags collecting full data. However, if the user does not consent, no data is collected, and pings to Google systems without cookies are not sent. This is a simplified solution, but it significantly reduces data collection. In this case, we configure the consent management platform (CMP) and the site so that if the user does not consent to data collection, GA4 and other tags are not triggered.


Advanced implementation of Consent Mode v2

This solution offers a more advanced approach: Even if users do not consent to cookies, it is possible to send anonymous, cookie-free pings to Google to provide data to marketing algorithms. User data does not appear in any reports, however, it is processed and used by Machine Learning mechanisms. An advanced version of Consent Mode includes passing signals to Google services from users who have not given consent. This practice can improve the quality of data modeling for GA4 and conversion tracking in Google Ads. However, it is important to consult with the legal team to understand the implications of collecting data from users without their consent.

To use Google Consent Mode V2, it is necessary to have a cookie banner (Cookie Banner). This means that it is necessary to integrate your site with a Consent Management Platform that complies with Google’s standards, as well as the RODO. When a user gives consent, the Banner cookie transmits this information to Google via Google’s consent mode, enabling standard data collection. If, on the other hand, the user does not give consent, Google will restrict the collection of these users’ data. In this scenario, Google applies conversion modeling, which uses machine learning to infer links between user interactions and conversions.

Consent Mode v2 is a tool that is now becoming extremely important in the context of growing awareness and concern for user privacy online. With the ability to customize data collection practices according to user preferences and regulatory requirements, Consent Mode v2 represents an important step forward in building trust and respect for privacy in the digital world.

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