How to run analytics with Google Consent Mode
Consent Mode lets Google tags respect the visitor's choice while still modelling conversions. Required for Google Ads in the EU.
Step by step, with screenshots: Google Consent Mode v2: basic vs advanced, and what it changes in GA4 and Ads →
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What it is
Google Consent Mode is a Google tag feature that tells Google Analytics and Google Ads what each visitor agreed to in your cookie banner, through consent signals such as analytics_storage and ad_storage. The tags then adjust: with consent they work normally, without it they do not set cookies.
Version 2 added ad_user_data and ad_personalization, and since March 2024 Google requires these signals for its measurement and audience features for visitors in the European Economic Area. In advanced mode, tags send cookieless pings when consent is denied so Google can model the missing conversions; in basic mode, tags do not load until consent.
OK looks like this: the consent defaults are set to denied before any Google tag fires, your consent platform updates them when the visitor chooses, and all four signals are sent. getReport notes when Google tags run without Consent Mode.
What a passing site looks like
- Analytics run with Google Consent Modeinfo onlyeffort M
Analytics run without Google Consent Mode
Why it matters. Consent Mode tells Google tags what the visitor agreed to, so analytics keep working (in aggregate) after a "Reject" click instead of going dark. Without it, EU sites lose a large share of their measurement.
- Enable Consent Mode v2 in your consent banner's settings and connect it to Google Tag Manager or the GA4 tag.
Questions people ask
What is Google Consent Mode?
Google Consent Mode is a way for your consent banner to pass the visitor's choices to Google tags. You set default consent states, usually denied, and update them after the choice; Google Analytics, Google Ads and Floodlight then decide whether to use cookies. It does not replace the banner itself.
What is Consent Mode v2?
Consent Mode v2 is the version Google introduced in late 2023. It adds two signals, ad_user_data and ad_personalization, to the original ad_storage and analytics_storage. Advertisers who use Google Ads measurement or remarketing for visitors in the EEA must send them, which most consent platforms now do automatically.
How do you check if Consent Mode is enabled?
Use Google Tag Assistant: connect to your site and open the Consent tab to see the default and updated state of each signal. In the browser's Network tab, Google requests carry a gcs or gcd parameter when Consent Mode is active. getReport also reports when Google tags run without it.
Is Google Consent Mode mandatory?
It is not a legal requirement, but Google requires consent signals for visitors in the European Economic Area if you want to use its ads measurement, remarketing and audience features. Without them those features stop working for EEA traffic. Outside ads use, it is optional but helps measurement.
What is the difference between basic and advanced Consent Mode?
In basic mode, Google tags do not load at all until the visitor consents, so nothing is sent before a choice. In advanced mode, the tags load straight away and send cookieless pings while consent is denied, which lets Google model conversions. Advanced gives more data; basic is the stricter choice.