Consent Mode v2 Implementation

Google Consent Mode v2 is mandatory for using Google Ads and GA4 in the EU/EEA. We implement both Basic and Advanced Consent Mode alongside your CMP to remain legally compliant while allowing Google modelling to recover consented signal data for bidding.

Google Consent Mode v2 setup Advanced mode configuration CMP integration (Cookiebot, OneTrust, etc.) Cookie banner consent mapping analytics_storage & ad_storage setup ad_user_data & ad_personalization setup GDPR & EU ePrivacy compliance Conversion modelling enablement Consent signal validation & testing Consent Mode audit & ongoing fixes

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Consent Mode v2 Implementation

Stay compliant with GDPR and EU regulations while preserving maximum ad performance with Google Consent Mode v2.

Google Consent Mode v2 Setup

Google Consent Mode v2 is Google's required framework for businesses operating in the EU/EEA, allowing Google Ads and Google Analytics to adapt their behaviour based on users' cookie consent choices while still collecting consent-based and modelled conversion data for campaign optimisation. As of March 2024, Google requires all advertisers using Google Ads to serve or target users in the EU/EEA to implement Consent Mode v2. Without it, you cannot use Google's audience features, remarketing lists, or conversion modelling — effectively losing a significant portion of your campaign's optimisation capability. We implement Consent Mode v2 in Advanced mode (the recommended implementation) using Google Tag Manager, configuring the correct default consent states for all five consent types: analytics_storage, ad_storage, ad_user_data, ad_personalization, and functionality_storage. We integrate with your Consent Management Platform (CMP) to update consent states in real-time when users interact with your cookie banner, ensure that all Google tags (GA4, Google Ads) are blocked until consent is granted but model data for non-consenting users, and validate the implementation using Google's Consent Mode testing tool and Tag Assistant.

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Cookie Banner Integration

Cookie Banner Integration connects your website's cookie consent banner to your tracking infrastructure via Google Tag Manager and Consent Mode v2, ensuring that analytics and advertising tags only fire when users have given the appropriate consent — keeping you legally compliant while preserving the maximum amount of conversion data possible through Google's modelling. We integrate GTM with the most widely used CMP platforms — Cookiebot, OneTrust, Usercentrics, Osano, CookieYes, Complianz, Borlabs Cookie, and others — configuring the CMP's GTM integration to push consent updates to the data layer in the format required for Consent Mode v2. We configure GTM's built-in consent overview, assign the correct consent requirements to each tag (analytics tags requiring analytics_storage, advertising tags requiring ad_storage and ad_user_data), and test the complete consent flow. We verify that: tags are blocked before consent is given, the correct tags fire after each consent category is accepted, consent choices are remembered on return visits, and the banner re-appears correctly when consent is withdrawn or expired. After integration, we test across all major browsers and devices, including Safari (which handles cookie consent differently due to ITP), to ensure consistent behaviour.

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Cookie Consent Management

Cookie Consent Management is a comprehensive service covering the complete lifecycle of cookie consent on your website — from cookie auditing and categorisation to cookie banner configuration, CMP implementation, consent record storage, and ongoing compliance maintenance as your tracking technology stack evolves. We start with a full cookie audit of your website, scanning every page to identify all cookies set by your website and third-party scripts, documenting each cookie's name, provider, purpose, expiry, and the appropriate consent category it belongs to (Necessary, Analytics, Marketing, Preferences). This audit forms the basis of your cookie policy and ensures your cookie banner accurately describes the cookies your website uses. We then configure your CMP to present the categorised cookie choices to users in a format that meets GDPR and ePrivacy requirements — with granular category consent (not just accept all/reject all), a clear privacy policy link, and an easily accessible way for users to change their preferences. We also configure consent record logging to prove compliance in the event of a regulatory inquiry, and set up quarterly cookie re-audit notifications to catch new cookies added by marketing tool changes.

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GDPR Compliance Setup

GDPR Compliance Setup for your analytics and advertising tracking ensures that your data collection practices on your website meet the requirements of the General Data Protection Regulation, the EU ePrivacy Directive, and any applicable national data protection laws — protecting your business from regulatory risk while maintaining effective marketing measurement. GDPR compliance for tracking technology requires: a lawful basis for each type of data processing (consent for analytics and advertising cookies, legitimate interest for security cookies), a cookie banner that obtains informed, specific, freely given, and unambiguous consent before setting non-essential cookies, accurate documentation of all data processing activities in your Records of Processing Activities (ROPA), a Data Processing Agreement (DPA) with each third-party tool provider, and a mechanism for users to withdraw consent as easily as they gave it. We review your current tracking setup against these requirements, identify compliance gaps, implement Google Consent Mode v2, configure your CMP correctly, update your cookie policy and privacy policy to accurately reflect your data collection, and provide documentation for your DPA records. We also advise on the specific requirements of Google's EU User Consent Policy and Meta's Data Use Restrictions to ensure your advertising accounts remain in good standing.

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CMP Integration

CMP Integration (Consent Management Platform Integration) connects your chosen cookie consent solution directly to Google Tag Manager and all your advertising and analytics tags, ensuring consent signals flow correctly from user choice through to each tracking platform — enabling compliant data collection with maximum signal preservation. Different CMPs integrate with GTM in different ways: some push consent signals to the GTM data layer, others use GTM template tags, and some require custom JavaScript listeners. We implement the correct integration method for your specific CMP, configure Consent Mode v2 signal mapping, and ensure that every tag in your GTM container is correctly gated on the appropriate consent type. We support integration with all major CMP platforms: Cookiebot (Usercentrics company), OneTrust, Usercentrics, Osano, TrustArc, Didomi, Iubenda, CookieYes, Complianz, Borlabs Cookie, and custom CMP implementations. After integration, we test that consent signals are correctly transmitted across all browsers, that the GTM Consent Overview shows the correct consent requirements for every tag, and that users who decline analytics cookies are not tracked in GA4 or Google Ads.

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Consent Mode Audit & Fixes

A Consent Mode Audit & Fixes service reviews your existing Google Consent Mode implementation to identify misconfiguration, gaps in consent signal transmission, tags firing without appropriate consent, or Advanced Consent Mode not being implemented correctly — issues that expose you to GDPR compliance risk or cause unnecessary loss of conversion data. Our audit examines every aspect of your Consent Mode implementation: the default consent state configuration (are all five consent types correctly defaulted to denied before user interaction?), the consent update timing (are consent signals being sent before tags fire?), the CMP-to-GTM data flow (are consent choices correctly mapped to Consent Mode signal updates?), the GTM consent overview (does each tag have the correct consent requirements assigned?), and the conversion modelling behaviour (is Google able to model for non-consenting users using your consented data?). We also check for common Consent Mode v2 issues: using Basic mode instead of Advanced mode (losing conversion modelling), incorrect consent type mappings (assigning analytics_storage to advertising tags), consent update events arriving after tags have already fired, CMP blocking GTM from loading entirely (preventing any tags from firing, even necessary ones), and consent state not being restored correctly on return visits. After the audit, all identified issues are documented and fixed.

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Portfolio

Consent Mode v2 Implementation Results

How proper Consent Mode v2 implementation kept our clients compliant without sacrificing campaign performance.

Case Study

Consent Mode v2 with Cookiebot for GDPR Compliance

Consent Mode v2 with Cookiebot for GDPR

Case Study

Activating Behavioral Modeling for Cookieless Tracking

Behavioral Modeling for Cookieless Tracking

Case Study

OneTrust CMP Integration with Google Consent Mode v2

OneTrust CMP with Google Consent Mode v2

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Take a look at our pricing and packages that will fit your needs and budget.

Consent Starter

Basic Consent Mode v2 for single-region businesses

$199

$99 /One Time

Consent Mode v2 Setup
CMP Integration (Cookiebot/OneTrust)
GA4 Consent Signals
Basic Modelled Conversions
Consent Banner Audit
Setup Documentation

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Consent Professional

Full Consent Mode with advanced modeling

$449

$249 /One Time

Consent Mode v2 Full Implementation
GTM Consent Commands
GA4 & Google Ads Integration
Behavioral Modeling Activation
Multi-Region Compliance
Consent Analytics Dashboard
A/B Consent Rate Testing
Priority Support

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Consent Enterprise

Enterprise consent management across all platforms

$799

$399 /One Time

Multi-Platform Consent Setup
Custom CMP Development
Server-Side Consent Signals
TCF 2.2 Compliance
Legal Documentation Review
DPA & Privacy Policy Audit
Training for Legal Teams
Dedicated Compliance Expert

Since March 2024, Google has required all advertisers using Google Ads and GA4 to serve or target users in the European Union, European Economic Area, and UK to implement Google Consent Mode v2. This is not a recommendation — it is a policy requirement. Advertisers who do not implement Consent Mode v2 lose access to Google\'s audience features, remarketing lists, and conversion modelling for non-consenting users, significantly degrading campaign performance. Consent Mode v2 is Google\'s framework for adapting how GA4 and Google Ads tags behave based on users\' cookie consent choices. In Advanced mode (the recommended implementation), tags fire for all users but with reduced data collection for those who decline consent — allowing Google to use mathematical modelling to estimate the conversions and behaviour of non-consenting users based on patterns from consenting users. This modelling recovers a meaningful portion of the measurement data that would otherwise be completely lost when users decline cookies. For businesses operating across the EU/EEA, GDPR compliance for tracking technology is not optional. The EU\'s data protection authorities have issued significant fines for organisations using analytics and advertising cookies without proper consent, and the requirements go beyond simply displaying a cookie banner — the banner must offer genuine granular choice, consent must be freely given (not pre-ticked boxes), and tags must not fire before consent is obtained. At Adslytics, our Consent Mode v2 implementation service handles every aspect of this compliance challenge. We implement Consent Mode v2 in Advanced mode using Google Tag Manager, integrate correctly with your Consent Management Platform (Cookiebot, OneTrust, Usercentrics, Borlabs Cookie, or any other CMP), configure the correct default consent states for all five consent signal types, and validate the complete consent flow across all browsers and devices. We also ensure that Consent Mode v2 implementation is configured to preserve the maximum measurement capability for your campaigns — correctly enabling conversion modelling so that Google\'s estimated conversions from non-consenting users supplement your measured conversions in Smart Bidding.

Got Questions?

Frequently Asked Questions

Google Consent Mode v2 is Google's framework for adapting how GA4 and Google Ads tags behave based on users' cookie consent choices. It introduces two new consent signal types (ad_user_data and ad_personalization) in addition to the existing analytics_storage and ad_storage signals. In Advanced mode, tags fire for all users but with reduced data collection for non-consenting users, enabling Google's modelling to estimate conversion data for those users.

Yes. As of March 2024, Google requires all advertisers using Google Ads or GA4 to show ads to users in the EU/EEA/UK to implement Consent Mode v2. Without it, you lose access to remarketing audiences, audience features, and Google's conversion modelling. Google enforces this via EU User Consent Policy, and non-compliance can affect your account's ability to use key ad features.

In Basic Consent Mode, Google tags are completely blocked until the user consents — no data is collected for non-consenting users and no modelling is possible. In Advanced Consent Mode, Google tags fire for all users but operate in a "privacy-safe" mode for non-consenting users, collecting only cookieless pings that enable conversion modelling. Advanced mode is recommended because it preserves measurement capability through modelling while remaining compliant.

The five Consent Mode signal types are: analytics_storage (consent to use analytics cookies), ad_storage (consent to use advertising cookies), ad_user_data (consent to send user data to Google for advertising purposes), ad_personalization (consent to use data for personalised advertising), and functionality_storage (consent to use cookies for functional features). GA4 requires analytics_storage; Google Ads conversion tracking requires ad_storage and ad_user_data.

A CMP is a cookie consent solution that displays your cookie banner, records user consent choices, and integrates with GTM to pass consent signals. For GDPR compliance and Consent Mode v2, a CMP is effectively required — it provides the legal record of consent and the technical integration needed to update Google's consent signals in real time. Common CMPs include Cookiebot, OneTrust, Usercentrics, Borlabs Cookie, CookieYes, and iubenda.

When a user declines analytics or advertising consent, standard tracking cannot record their conversions. However, in Advanced Consent Mode, Google receives a cookieless ping that indicates something happened without identifying the user. Google uses machine learning to analyse patterns from consenting users and estimate what proportion of non-consenting users converted — adding these modelled conversions to your reports and Smart Bidding signals.

Correctly implementing Advanced Consent Mode typically maintains or slightly increases attributed conversions compared to Basic mode or no Consent Mode, because modelling recovers estimated conversions for non-consenting users. You may see a "modelled conversions" column appear in your Google Ads reports showing the estimated conversions added by modelling. Total measured + modelled conversions should be close to your actual conversion volumes.

Testing involves: checking GTM's Consent Overview to confirm each tag has the correct consent requirements; using GTM Preview mode to verify consent signals update correctly when interacting with your cookie banner; checking Google's Consent Mode testing tool in Tag Assistant; and using GA4's DebugView to verify that events appear with correct consent status. We perform all of these validation steps as part of our implementation service.

Consent Mode v2 is required for serving ads in the EU/EEA/UK due to GDPR and ePrivacy requirements. Outside these regions, cookie consent requirements vary — many other countries (e.g., Brazil under LGPD, California under CCPA) have their own consent frameworks. We recommend implementing Consent Mode globally for simplicity and future-proofing, with geolocation-based consent flows that apply the appropriate requirements by user location.

Without Consent Mode v2, Google will block remarketing and audience features for EU/EEA users, remove modelled conversions from your reports, and you may lose the ability to run personalised ads targeting EU users. Additionally, running analytics and advertising cookies without proper consent in the EU exposes your business to GDPR enforcement risk from data protection authorities — with fines up to 4% of global annual turnover for serious violations.

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