Google Ads Consent Mode

Google Ads Consent Mode is a critical component of any Google Ads tracking setup for businesses operating in the EU, UK, or any other market with privacy legislation that requires user consent before tracking. Consent Mode allows Google's tags to adjust their behaviour based on a user's consent choices — fully firing when consent is granted, and falling back to cookieless pings that preserve some measurement signal even when consent is denied. Without Consent Mode properly configured, advertisers face a binary choice: track all users regardless of consent (non-compliant), or fire tags only for consenting users and lose measurement for everyone who declines (incomplete data). Adslytics implements Google Ads Consent Mode using the GTM Consent Initialisation trigger pattern, which sets default consent states before any tags fire and updates them when the user makes a choice through your Consent Management Platform (CMP). We support integration with all major CMPs — Cookiebot, OneTrust, Usercentrics, CookieYes, TrustArc, and custom CMPs — and configure the correct consent type mappings (ad_storage, analytics_storage, ad_user_data, ad_personalization) for each Google Ads tag. We also verify that the Consent Mode implementation doesn't break conversion measurement for consenting users while correctly restricting data collection for non-consenting users.