Understanding Google Consent Mode

Importance, Impact, and Implementation

Google Consent Mode V2 is a tool for website owners and marketers seeking to comply with privacy regulations while maintaining effective analytics and advertising practices. We’ll explore why Consent Mode is important, who it affects, and how to implement it effectively.

Note: We’re not legal professionals. For specific advice when it comes to privacy regulations, we recommend consulting with legal counsel on your legal liability.

Why Google Consent Mode is Important


Google introduced Consent Mode v2, initially launched in September 2020, to comply with laws across the European Economic Area (EEA) and the UK. Consent Mode helps ensure compliance by enabling websites to adjust Google Analytics and Google Ads behavior based on user consent status.

User Experience

By respecting user consent preferences, websites can enhance user trust and experience. Consent Mode allows websites to provide a more transparent and user-friendly approach to data processing, leading to better engagement and retention.

Who Google Consent Mode Affects

Website Owners

Consent Mode directly impacts website owners who use Google Analytics and Google Ads for tracking and advertising purposes. Implementing Consent Mode ensures compliance with privacy regulations and helps maintain a positive user experience.


Marketers benefit from Consent Mode by gaining insights into user behavior that aligns with user consent preferences. Enabling Consent Mode allows marketing teams to create more targeted and relevant campaigns while respecting user privacy.


Consent Mode ultimately affects users by providing them with more control over their data. Users can choose to consent to specific types of tracking, leading to a more personalized and transparent online experience.

How to Implement Google Consent Mode

Implementing Google Consent Mode involves configuring your Google Analytics and Google Ads tags to adjust based on user consent. You’ll set a default state of ‘denied’ for tracking until a user interacts with a consent banner or pop-up. Once consent is given, you’ll update the state to ‘granted’ for some or all tracking tags. The process can vary depending on how you’ve set up tracking tags.

Basic vs. Advanced Consent Mode

There are two general methods used when setting the default consent state, Basic or Advanced.

Setting up basic Consent Mode prevents Google tags from loading until a user interacts with a consent banner. This means no data is transmitted to Google before the user grants consent through interaction.

In the advanced version, Google tags load but follow the default states. When consent is denied, the tags send cookieless pings. Full measurement data is sent only when a user grants consent. This advanced setup offers improved modeling, providing an advertiser-specific model instead of a general one, compared to the Basic version.

Manage Your Own Consent

Manage consent using your own solution and integrate it with Consent Mode will require updating your implementation of Google tags. This is for website owners or developers managing and maintaining their own code base or need a more customized solution.

Manage Consent with Google Tag Manager Templates

If you use Google Tag Manager to manage your tracking tags, you can create a consent mode template or use one from the Community Template Gallery. This is especially useful for website owners and marketers using web builders or CMS platforms where code access may be managed or limited.

Use a Consent Management Platform

Alternatively, you can use a Consent Management Platform (CMP), which are third-party services offering prebuilt managed consent solutions that you can add to your site. Google has a CMP partner program that integrates with their tags’ consent mode. You can review the partners and choose one that best fits your needs.


Google Consent Mode V2 is a valuable tool for website owners and marketers that works to ensure compliance with privacy regulations and legal liability. It helps enhance user trust and experience by respecting consent preferences, ultimately providing users with more control over their data while maintaining effective analytics and advertising practices. If you are a website owner who needs help implementing these changes please contact us today.

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