Definition
Google Consent Mode is a feature created by Google to track the traceability of conversions even when cookies have not been accepted. Try to balance marketing efforts and user privacy. If the user rejects measurement or advertising cookies, their data will be anonymized but conversions will be measured.
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What is the Consent Mode for?
It consists of anonymizing user data if they choose to do so by rejecting cookies, measuring conversions without personal data that allow remarketing, and filling in measurement gaps with machine learning.
How Google Consent Mode works
Requirements
Consent Mode can only be enabled through a CMP (Consent Management Platform). The CMP is the software that manages the acceptance or rejection of cookies by the user.
Consent Mode Tags
Consent Mode can be implemented via code or Google Tag Manager. It enables two new tags:
- analytics_storage: Define whether Google Ads cookies are allowed.
- ad_storage: Define whether to allow the use of Google Ads tags.
How Consent Mode Works
Depending on the selection of the send user
- If the user has given consent, cookies will work normally.
- If the user has not given consent, anonymized data will be sent, so that it will be known if a user has converted or not, but their data will not be used for personalized services such as remarketing.
- If you have accepted one type of cookies and another type of cookies, Consent Mode will act accordingly
What data is sent with the Consent Mode
Functional information:
- Timestamp
- User-agent (web only)
- Referrer URL
Aggregate or Non-Identifiable Information:
- An indication about the user comes from a page with gclid parameters
- Information provided by the user about the consent status
- Random number generated with each page load
- Information about the consent platform used by the website owner (e.g. cookiebot)
Google Consent Mode v2
Currently, the operational reference is Google Consent Mode v2. This version includes additional signals such as ad_user_data and ad_personalization, in addition to analytics_storage and ad_storage, to communicate the user consent status to Google.
Since 2024, Consent Mode v2 has been especially relevant for advertisers operating in the European Economic Area, as it affects measurement, ad personalization, remarketing and conversion modeling in Google Ads and Google Analytics.
Frequently asked questions about Google Consent Mode
What does Google Consent Mode mean in digital marketing?
Google Consent Mode refers to the concept described in this glossary entry: Definition Google Consent Mode is a feature created by Google to track the traceability of conversions even when cookies have not been accepted. How Google Consent Mode works Requirements Consent Mode can only be enabled through a CMP (Consent Management Platform). It gives teams a shared vocabulary for analysing digital projects.
When should teams pay attention to Google Consent Mode?
Teams should review Google Consent Mode when it affects acquisition, measurement, user experience, content, automation or campaign performance. The important step is to connect the definition with a real decision.
How is Google Consent Mode used in a digital strategy?
Google Consent Mode is used by translating the concept into practical checks: where it appears in the funnel, which data or channel is involved and whether it needs optimisation, monitoring or documentation.
What is a common mistake when interpreting Google Consent Mode?
A common mistake is using Google Consent Mode too broadly. It is better to verify the context, the tool or the metric involved before making strategic or technical conclusions.