Exploring the Latest Google Consent Mode V2 Updates

Google Consent Mode V2, due in March 2024, is more than just a technological update; it's a complete overhaul of how data is collected, stored, and used within Google's ecosystem, particularly in the privacy-sensitive regions of the European Economic Area (EEA).


Google Consent Mode V2, due in March 2024, is more than just a technological update; it’s a complete overhaul of how data is collected, stored, and used within Google’s ecosystem, particularly in the privacy-sensitive regions of the European Economic Area (EEA). This innovative solution goes beyond the stale binary of “opt-in” or “opt-out” and provides users with a conductor’s baton, allowing them to control how their data is used. Let’s take a closer look at Consent Mode V2’s complicated motions and how they affect businesses and website owners.

Let’s begin by understanding what Consent Mode is:

Consent mode is a beta feature that allows you to control whether Google’s advertising tags (Ads and Floodlight) and analytics tags (Google Analytics 4) use browser storage while sending pings to Google’s servers.
It allows you to send your users’ cookie or app identifier consent status to Google. Tags change their behavior and respect user preferences.
Consent mode works with your Consent Management Platform (CMP) or a customized implementation to collect visitor consent, such as a cookie consent banner. Consent mode gets your users’ consent selections via cookie banner or widget and dynamically adjusts the behavior of Analytics, Ads, and third-party tags that create or read cookies.
When visitors decline consent, tags transmit cookieless pings to Google. Google Analytics 4 addresses data collecting gaps through conversion and behavioral modeling.

What does the old Consent Mode do?

Old Consent Mode was largely concerned with gathering additional signals from users. If the user does not give consent to having their personal data or browser storage accessible for data collection, then Google can’t use the user data and also can’t predict visitor behavior (Google Analytics 4).
This method of gathering analytics and advertising pings from non-consoling users is based on the principle of avoiding browser storage. This prevents Google’s services from accessing cookies containing personal data (such as online identifiers).

Google Consent Mode Version 2

What’s New in Google’s latest updates consent mode V2

Google has announced updates to consent mode for Google Ads, Google Marketing Platform, and Google Analytics in response to the changing regulatory landscape. Immediate action is required to maintain personalized features before March 2024.

The company is adding two more settings to the consent mode API that can be linked to consent collection:

  • Ad User Data: It determines if user data can be shared with Google for advertising purposes.
  • Ad Personalization: Determines whether personalized advertising (remarketing) can be enabled.

These new parameter tags will be triggered when users select options on a consent banner, giving Google more control over data usage and ensuring consent is obtained before data processing.

What are the main features of Google Consent Mode V2?

Google Consent Mode V2 includes numerous critical features that represent a significant shift in how user data is handled inside the Google ecosystem, notably in the European Economic Era (EEA):

  • Granular User Control: This is the foundation of Consent Mode Version 2. Users are no longer limited to a binary “all or nothing” decision about their data. Instead, they may specify which data types they want to exchange and for what purposes, providing a considerably more granular degree of control.
  • Standardized Language (TCF v2.0): Consent options are translated into a standardized format known as TCF v2.0, which ensures clear communication between users, websites, and Google. This eliminates uncertainty and guarantees that everyone knows the user’s data preferences.
  • Flexible Adaptation: Google tags and SDKs, the tools used by websites and apps to collect and manage data, adjust their behavior based on user agreement. For example, if a user declines ad user data consent, tailored advertising will not appear. This flexibility enables firms to adjust their data practices to particular user preferences.
  • Data Gap Modeling: Even with restricted permission, Google may employ sophisticated algorithms to model and fill data gaps for conversion monitoring. This allows firms to maintain some level of ad effectiveness while respecting users’ privacy preferences.
  • Transparency and Trust: Consent Mode V2, by offering people more control over their data, promotes transparency and trust between users and businesses. This can result in stronger relationships and a better user experience.
  • Compliance with GDPR and other Privacy requirements: Consent Mode V2 helps websites comply with GDPR and other privacy requirements, lowering the risk of legal and reputational damage for EEA firms.
  • Beyond customized Ads: While customized ads may be limited by some consent options, Consent Mode V2 allows firms to experiment with alternative targeting tactics such as contextual advertising, demographics-based targeting, and first-party data capture. This opens the door to new and imaginative ways to reach specific audiences while protecting user privacy.
  • Ongoing Dialogue: Consent is not a one-time setting. Users can adjust their preferences at any moment by providing new signals to Google, and the system will adapt accordingly. This guarantees that user control is both dynamic and relevant.
  • Technical Challenges: Implementing Consent Mode V2 necessitates technical skills, since firms must integrate with Consent Management Platforms (CMPs) and modify their website practices. This can be difficult for some businesses, but resources and help are available.

Overall, the primary features of Google Consent Mode V2 are an important step toward a more user-centric and privacy-conscious data environment. Consent Mode V2, by giving users control over their data, increasing openness, and encouraging unique ways to collect and target data, lays the path for a future in which businesses may succeed while respecting user privacy.

Do you want to setup Google Consent Mode V2?

Let’s start with us.

What benefits does Google Consent Mode V2 provide to website owners?

Google Consent Mode V2 provides your users with more control over their data, including:

  • Increase trust and engagement: Users feel empowered, resulting in happier consumers and a better online experience for everybody.
  • Make compliance easier: No more GDPR worries! Consent Mode V2 helps you check all of the legal boxes.
  • Open new ad doors: Does not rely solely on tailored ads. Consider alternative targeting possibilities, such as contextual advertising and user demographics.
  • Gain helpful insights: Even with insufficient data, you may learn about your website and its users.
  • Stay ahead of the curve: embrace privacy-focused solutions to stand out in the digital world.

You can refer to this infographic detailing on 5 top benefits of Google Consent Mode V2.

How can Google Consent Mode V2 benefit my website- incisiveranking

Google Consent Mode V2 includes two options for implementation:

Basic Consent Mode V2: Google tags are disabled unless users provide consent.

Advanced Consent Mode V2: Google tags are loaded before the consent banner is visible, and the tags send cookie less pings when the user declines consent.

Whether you use the basic or advanced mode depends on how you implement consent mode on your website/app.

Implementing Consent Mode V2

Basic Consent Mode V2 Implementation

If a user agrees to cookies, the website will function normally, firing all tags and collecting all data. However, if a user does not consent, no data is collected and no cookie less pings are sent. It’s simple enough, but when consumers refuse to consent, data harvesting is severely limited.

To deploy Basic Consent Mode, website owners should:

  • Create a Consent Management Platform (CMP) to manage user consents.
  • Set up their website such that when a user rejects cookies, Google Analytics 4 (GA4) tags or equivalent tags are not fired.
  • Add a consent flag to communicate the user’s decision to Google.

Advanced Consent Mode V2 Implementation

It provides a more refined perspective. Even if users do not consent to cookies, it is possible to transmit anonymous, cookie less pings to Google for modeling reasons. This allows websites to recover some data for Google Ads and GA4, even without user permission.

In Advanced Consent Mode, implementation includes:

  • Using a CMP for user consent management.
  • Configuring the website so that when consent is rejected, GA4 cookies are not set, but a consent flag is transmitted to Google.
  • Sending cookie-free pings to Google for data modeling.

Do you want to setup Google Consent Mode V2?

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Is Google Consent Mode V2 a necessity?

The Digital Markets Act (DMA) and Google Consent Mode V2 are closely related, particularly in terms of digital advertising and data protection legislation. This regulation requires “gatekeepers” such as Google to get explicit agreement from European individuals before collecting and using their personal data. In response to this and other privacy requirements, Google has changed its Consent Mode to version 2, making it necessary for advertisers that want to use Google Ads for retargeting and auto-bidding.

It is critical for advertisers and publishers, particularly those in the European Economic Area (EEA), to ensure compliance and maintain the quality of their audience and measurement data in Google ads. Without Consent Mode V2, advertising networks such as Google Ads and GA4 will not collect data about new EEA users after March 2024, which will have a substantial impact on advertising strategy and efficacy.

Consent mode V2 with server-side tagging

Google Consent Mode is essential, whether you use a browser or server-side tracking. It is a common misperception that server-side tracking eliminates the requirement for user consent before tracking, but this is false. Even when tracking takes place on the server, user consent is still required.

This is especially important under the General Data Protection Regulation and the EU User Consent Directive, which demand express, informed consent for data processing and treatment.

When using Consent Mode with server-side tracking, you must verify that user consent is respected on both the client (browser) and server sides. This includes:

  • Configure the consent mode in Google Tag Manager.
  • Transferring user consent from the web GTM to the server-side GTM.
  • Set up server-side tags to respect users’ consent states, such as ensuring that data supplied to platforms like Google Ads complies with the user’s consent choice.

The “Advanced Consent Mode” entails sending signals to Google services from users who have not provided consent. This strategy can improve the accuracy of data modeling for GA4 and conversion tracking in Google Ads. However, you must check with your legal staff about the consequences of gathering data from consumers without their consent.

Even if this strategy is judged to be an acceptable risk, be mindful of the potential brand image effects. More technologically skilled visitors may have difficulty spotting Google signals if they have not consented to tracking. It’s vital to remember that the average visitor may not completely understand the distinctions between GDPR-defined personal data, ePrivacy Directive consent obligations, and the larger idea of “tracking”.

google-consent-modeParameters of Consent Mode V2

Google has yet to release official documentation for consent mode v2, but according to our latest testing, they have included a new parameter that is responsible for managing the consent status. This is a new parameter called GCd. GCD is present in all interactions with Google services, whether Consent Mode is active or not. It also includes information about how the consent signal was generated.

Here is what the string looks like:

  • The string begins with 11.
  • The letters represent the values of each of the consents. And they form a matrix of two coordinates: one that decides whether consent is granted or not, and another that determines whether the consent is given by default (nearly never) or because it has been updated (the user has accepted or refused it).
  • Ad_storage and analytics_storage existed previously (they include the same information as the GSC parameter).
  • Ad_user_data and ad_personalization are the new and significant features. The first is advertising consent, whereas the second is remarketing.
  • Different consent signals are separated by one.
  • The string ends with 5.

The following table contains the values for the signals:

Values Meaning
l With Consent Mode, the signal has not been set.
p Denied by default (no update).
q Denied both by default and after the update.
t Granted by default (no updates).
r Denied by default; granted after update.
m Denied after an upgrade (no default).
n Authorized after an upgrade (no default).
u Granted by default and denied after the update.
v Granted both by default and after the update.


Examples of how the gcd parameter could look:


  • Ad storage: Denied
  • Analytics storage: Denied
  • User data: Denied and
  • Personalization: Denied

gcd is 11t1t1t1p5

  • Ad storage: granted
  • Analytics storage: granted
  • User data: granted and
  • Ad personalization: granted

Is Google Consent Mode V2 compatible with Google Ads and Google Analytics 4?

Yes, Google Consent Mode V2 is compatible with both Google Ads and Google Analytics, and it is specifically built to control how these tools operate based on user consent for cookies and data usage. This is how it works.

Consent Mode Version 2:

  • Adjusts functionality: It gives you control over how Google tags, such as Google Tag Manager, Google Ads, and Google Analytics, operate based on the user’s cookie and data consent level.
  • Requires explicit consent: Unlike previous versions, V2 requires explicit user consent for targeted adverts and analytics tracking.
  • Avail conversion modeling: Conversion modeling is available for Google Ads even when users have not given consent, allowing you to approximate missing data more accurately.

Do you want to setup Google Consent Mode V2?

Let’s start with us.

Debugging Consent Mode V2

There are two approaches to debug consent mode, version 2:

  1. Using Google Tag Manager’s preview mode. Additionally, open the Consent page to view the event’s consent state.

Using Google Tag Manager's preview mode. Additionally, open the Consent page to view the event's consent state.

  1. Open the website console and filter for GA4 requests; you should notice the old parameter gcs and the new one gcd.

Open the website console and filter for GA4 requests; you should notice the old parameter gcs and the new one gcd.

Frequently asked questions (FAQs)

  1. What is the Google Consent Mode?
  • Google Consent Mode is a feature that enables companies to tailor their usage of Google tags based on user consent. It aids in respecting user preferences and complying with data privacy requirements such as the General Data Protection Regulation (GDPR) and the ePrivacy Directive.
  1. What are the main changes in Google Consent Mode V2?
  • Google Consent Mode V2 adds new settings that allow for more control over data usage and ensuring that consent is obtained before data is processed.
  1. Why is Google Consent Mode V2 crucial for organizations?
  • Organizations with European Economic Area users who use Google advertising and measurement products must enable or upgrade to consent mode V2 by March 2024 in order to preserve measurement and personalization features.
  1. How does Google’s consent mode work?
  • Consent mode recognizes user consent signals and updates Google tags accordingly. For example, it enables Google products to respect user consent for data gathering and employ conversion modeling to compensate for data loss caused by user opt-outs.
  1. How can businesses use Google Consent Mode V2?
  • Organizations can begin by collaborating with a Google-certified Consent Management Platform (CMP). Or get connected to us and we will help you.


Google Consent Mode V2 (CMv2) marks a significant step in the evolving world of online privacy and data collection. Understanding its key updates empowers businesses to stay compliant and continue leveraging Google’s advertising and analytics solutions effectively.

Key Takeaways:

  • Mandatory for personalized advertising: From March 2024, Consent Mode V 2 becomes mandatory for websites and apps using Google products for audience building and remarketing.
  • Enhanced consent signals: New signals like ad_user_data and ad_personalization provide granular control over data sharing practices.
  • Conversion modeling: Even without user consent, Consent Mode V 2 enables conversion modeling for improved campaign measurement and optimization.
  • Privacy-centric approach: Consent Mode V 2 prioritizes user privacy with cookie less measurement techniques and anonymized data processing.
  • Action Required: Ensure prompt implementation of Consent Mode V 2 to avoid disruption and remain compliant with Google’s policies.

Moving Forward:

Transitioning to Consent Mode V2 necessitates adapting your consent management solutions and understanding the updated data signals. While the learning curve exists, embracing CMv2 empowers you to operate responsibly, respect user privacy, and utilize Google’s tools effectively in the evolving digital landscape.

Remember, navigating the complexities of online privacy is an ongoing process. Stay informed, stay compliant, and leverage the new possibilities of Consent Mode V 2 to build trust and optimize your online presence in a privacy-conscious future.

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