Definition
Google Consent Mode is a way to pass a visitor’s consent choices to Google tags so they adjust their behavior. Version 2 uses four signals: ad_storage, analytics_storage, ad_user_data and ad_personalization.
In practice
A consent banner sets default states when the page loads and updates them when the visitor chooses. Tags read those states and either use cookies and identifiers or fall back to limited, cookieless pings.
For traffic from the European Economic Area, Google requires Consent Mode v2 signals for ad personalization and some measurement features. Defaults can be set by region, so visitors elsewhere are not treated as if consent were denied.
Consent Mode does not replace the banner or legal review. It carries the banner’s decisions to Google and other tags that support it.
Learn more: Consent Mode v2.
Related terms
- Google tag (gtag.js)The Google tag, loaded as gtag.js, is a single tag that sends events to Google products such as Google Analytics 4 and Google Ads.
- Enhanced conversionsEnhanced conversions is a Google Ads feature that sends hashed first-party customer data, such as email or phone, along with a conversion so Google can match it to signed-in users.
- Server-side taggingServer-side tagging moves tag processing from the visitor’s browser to a server container you control.
How Markitech helps
Markitech connects your AI to Google Ads, GA4, Google Tag Manager, Meta and 12 more platforms, so it can check how Google Consent Mode is set up in your own accounts and tags and propose fixes. Every change is held until you approve it.