Google Ads Consent Mode v2

Google Ads Consent Mode v2 became mandatory for all EU advertisers in March 2024, with significant consequences for those who haven't implemented it: Smart Bidding performance degrades, remarketing audiences stop growing for non-consenting users, and Google Ads loses access to the conversion modelling that helps recover attribution from privacy-restricted environments. The upgrade from Consent Mode v1 to v2 introduces two new consent type parameters — ad_user_data (governing whether user data can be sent to Google for advertising purposes) and ad_personalization (governing whether data can be used for personalised advertising) — and requires all CMP integrations to be updated to pass these new parameters alongside the existing ad_storage and analytics_storage signals.

Adslytics implements Google Ads Consent Mode v2 for businesses that haven't yet upgraded and for those who have attempted an upgrade but cannot confirm it is working correctly. We audit the current Consent Mode implementation, identify which consent parameters are being passed and which are missing, update the GTM configuration to include all four required consent types, verify the integration with your CMP, and validate the implementation using Google's Consent Mode diagnostic tools. For businesses starting from scratch, we implement the full Consent Mode v2 architecture from the beginning — including CMP selection guidance, GTM consent initialisation setup, and consent state verification for every Google tag in the container.