{"id":37913,"date":"2022-08-15T09:55:22","date_gmt":"2022-08-15T09:55:22","guid":{"rendered":"https:\/\/www.arimetrics.com\/glosario-digital\/google-consent-mode"},"modified":"2026-06-26T18:36:53","modified_gmt":"2026-06-26T18:36:53","slug":"google-consent-mode","status":"publish","type":"encyclopedia","link":"https:\/\/www.arimetrics.com\/en\/digital-glossary\/google-consent-mode","title":{"rendered":"Google Consent Mode"},"content":{"rendered":"<p><strong><img decoding=\"async\" class=\"boxpad alignright wp-image-38042 size-full\" src=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2022\/08\/google-consent-mode.png\" alt=\"Google Consent Mode\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.arimetrics.com\/wp-content\/uploads\/2022\/08\/google-consent-mode.png 300w, https:\/\/www.arimetrics.com\/wp-content\/uploads\/2022\/08\/google-consent-mode-150x150.png 150w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>Definition<\/strong><\/p>\n<p><strong>Google Consent Mode<\/strong> is a feature created <strong>by Google to track the traceability of conversions even when cookies have not been accepted.<\/strong> 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.<\/p>\n\n<h2>What is the Consent Mode for?<\/h2>\n<p>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.<\/p>\n<h2>How Google Consent Mode works<\/h2>\n<h3>Requirements<\/h3>\n<p>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.<\/p>\n<h3>Consent Mode Tags<\/h3>\n<p>Consent Mode can be implemented via code or Google Tag Manager. It enables two new tags:<\/p>\n<ul>\n<li>analytics_storage: Define whether <a href=\"https:\/\/www.arimetrics.com\/en\/google-ads-agency-spain\">Google Ads<\/a> cookies are allowed.<\/li>\n<li>ad_storage: Define whether to allow the use of Google Ads tags.<\/li>\n<\/ul>\n<h3>How Consent Mode Works<\/h3>\n<p>Depending on the selection of the send user<\/p>\n<ul>\n<li>If the user has given consent, cookies will work normally.<\/li>\n<li>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.<\/li>\n<li>If you have accepted one type of cookies and another type of cookies, Consent Mode will act accordingly<\/li>\n<\/ul>\n<h2>What data is sent with the Consent Mode<\/h2>\n<p><strong>Functional information:<\/strong><\/p>\n<ul>\n<li>Timestamp<\/li>\n<li>User-agent (web only)<\/li>\n<li>Referrer URL<\/li>\n<\/ul>\n<p><strong>Aggregate or Non-Identifiable Information:<\/strong><\/p>\n<ul>\n<li>An indication about the user comes from a page with gclid parameters<\/li>\n<li>Information provided by the user about the consent status<\/li>\n<li>Random number generated with each page load<\/li>\n<li>Information about the consent platform used by the website owner (e.g. cookiebot)<\/li>\n<\/ul>\n<h2>Google Consent Mode v2<\/h2>\n<p>Currently, the operational reference is Google Consent Mode v2. This version includes additional signals such as <code>ad_user_data<\/code> and <code>ad_personalization<\/code>, in addition to <code>analytics_storage<\/code> and <code>ad_storage<\/code>, to communicate the user consent status to Google.<\/p>\n<p>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.<\/p>\n<h2>Frequently asked questions about Google Consent Mode<\/h2>\n<div class=\"geo-faq-block\">\n<details class=\"geo-faq-item\">\n<summary>What is Google Consent Mode?<\/summary>\n<p>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. In the Arimetrics glossary it is placed in a digital marketing context to clarify its role, uses and practical implications.<\/p>\n<\/details>\n<details class=\"geo-faq-item\">\n<summary>What is Google Consent Mode used for in digital marketing?<\/summary>\n<p>It is used to better analyse an action, tool, channel or behaviour related to acquisition, measurement, communication, sales or user experience. Its value depends on applying it to a concrete decision.<\/p>\n<\/details>\n<details class=\"geo-faq-item\">\n<summary>How is Google Consent Mode related to a digital strategy?<\/summary>\n<p>It is related to digital strategy when it affects objectives, data, content, technology, campaigns or conversion processes. That is why it should be reviewed together with the business context, not as an isolated term.<\/p>\n<\/details>\n<details class=\"geo-faq-item\">\n<summary>What should be considered when working with Google Consent Mode?<\/summary>\n<p>It is advisable to review its definition, context, associated metrics, limitations and possible risks. It is also useful to validate whether the concept has a real impact on performance, user experience or decision-making.<\/p>\n<\/details>\n<\/div>\n<p><script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@graph\": [\n    {\n      \"@type\": \"DefinedTerm\",\n      \"@id\": \"https:\/\/www.arimetrics.com\/en\/digital-glossary\/google-consent-mode#definedterm\",\n      \"name\": \"Google Consent Mode\",\n      \"description\": \"Definition of Google Consent Mode in the Arimetrics Digital Glossary.\",\n      \"inDefinedTermSet\": {\n        \"@type\": \"DefinedTermSet\",\n        \"name\": \"Arimetrics Digital Glossary\",\n        \"url\": \"https:\/\/www.arimetrics.com\/en\/digital-glossary\"\n      }\n    },\n    {\n      \"@type\": \"FAQPage\",\n      \"@id\": \"https:\/\/www.arimetrics.com\/en\/digital-glossary\/google-consent-mode#faq\",\n      \"mainEntity\": [\n        {\n          \"@type\": \"Question\",\n          \"name\": \"What is Google Consent Mode?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"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. In the Arimetrics glossary it is placed in a digital marketing context to clarify its role, uses and practical implications.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"What is Google Consent Mode used for in digital marketing?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"It is used to better analyse an action, tool, channel or behaviour related to acquisition, measurement, communication, sales or user experience. Its value depends on applying it to a concrete decision.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"How is Google Consent Mode related to a digital strategy?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"It is related to digital strategy when it affects objectives, data, content, technology, campaigns or conversion processes. That is why it should be reviewed together with the business context, not as an isolated term.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"What should be considered when working with Google Consent Mode?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"It is advisable to review its definition, context, associated metrics, limitations and possible risks. It is also useful to validate whether the concept has a real impact on performance, user experience or decision-making.\"\n          }\n        }\n      ]\n    }\n  ]\n}\n<\/script><\/p>\n","protected":false},"excerpt":{"rendered":"<p>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. What is the Consent Mode for? [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":0,"template":"","encyclopedia-tag":[281,1011],"class_list":["post-37913","encyclopedia","type-encyclopedia","status-publish","hentry","encyclopedia-tag-privacidad-en","encyclopedia-tag-privacidad-digital"],"_links":{"self":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia\/37913","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia"}],"about":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/types\/encyclopedia"}],"author":[{"embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/users\/6"}],"wp:attachment":[{"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/media?parent=37913"}],"wp:term":[{"taxonomy":"encyclopedia-tag","embeddable":true,"href":"https:\/\/www.arimetrics.com\/en\/wp-json\/wp\/v2\/encyclopedia-tag?post=37913"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}