What is Google Consent Mode

Google Consent ModeDefinition

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.

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


Consent Mode can only be enabled through a CMP (Content 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.
  • ads_storate: 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)

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