What is Google Consent Mode V2?
Consent Mode is a solution from Google that goes deeper into the user's cookie preferences. If a user does not accept certain cookies, no or limited data is collected about this user. Thus, Google prevents website data from being used for marketing purposes without visitors' consent.
Google Consent Mode has been around for a while, but in late 2023 an update was announced, Consent Mode V2 or "Advanced. What's new?
Two new parameters on top of the existing ones
Analytics_storage: may analytical cookies be written and/or read, to track user behavior on your website? For example, the number of users on a page, average session duration, etc.
Ad_storage: are advertising cookies allowed to be written and/or read?
New - Ad_user_data: may the data be sent to Google for advertising purposes?
New - Ad_personalization: is personalized advertising allowed? In other words, remarketing and/or personalized ads.
More control over privacy
The new options allow visitors to better control what happens to their data. Personal information is sent to Google only when they give explicit permission.
Mandatory use
The update to Consent Mode V2 is a result of the Digital Marketers Act (DMA) that requires advertisers to obtain explicit consent for the collection and use of personal data in the European Economic Area (EEA).
What happens if you don't implement Consent Mode V2?
If you don't make sure your website is Consent Mode-proof, the measurability of your marketing efforts will suffer. Not all user cookie preferences will be measured, preventing you from using the data for advertising purposes and personalization.
In that case, no cookieess pings will also be sent when the user rejects all cookies. Cookieless what? By means of "cookieless pings" data is modeled through which we can still estimate, for example, the number of conversions without cookies. Crucial, therefore, to be able to form an accurate picture of all marketing efforts through Google's services.
Influence on Google Ads
Without proper consent, your ability to track conversions, retarget visitors and personalize ads is significantly limited. Additionally, you run the risk of having your account suspended and penalties may follow.
Influence on Google Analytics
If you do not set up Google Consent Mode V2, then you will only be able to send cookieess pings to GA4. Using ad functions and audiences in GA4 will therefore become impossible. A complete no-go for your marketing.
How do you set up Google Consent Mode V2?
Setting up Google Consent Mode V2 requires some technical work. How do you tackle it?
Use Google Tag Manager or gtag.js
If you use Google Tag Manager, you use a custom template for Consent Mode to load in. You can do that by creating your own template or choosing one from the Community Template Gallery. If you use gtag.js, make sure this Google tag is installed on every page of your website. Then add the Consent Mode code to each page.
Set the default permission
Before anyone actively gives consent, you need to set a default consent level. That means you decide how your Web site behaves when a visitor has not yet made a choice about sharing his or her data. By default, you don't collect personal data in this situation.
Update the permission as needed
Once a visitor gives or withdraws consent, make sure the Web site recognizes that and adjusts the settings accordingly. This ensures that the website respects the user's preferences.
How Digitong can support you
You read it: Consent Mode V2 is crucial to strike a balance between respecting your website users' privacy preferences on the one hand and maintaining insight into your (advertising) results on the other.
Sure if your cookie banner already meets Google's new requirements? Or need help implementing a correct cookie banner? In order for your ads to remain live, Google Consent Mode V2 must be linked to your website's cookie banner. And we are happy to support you in this. Feel free to contact at for an appointment at our office.
