Consent Mode

What is Consent Mode?

Consent Mode is a feature that lets Google tags adjust their behavior to the consent a visitor gives through your cookie banner. Version 2 uses the consent types ad_storage, analytics_storage, ad_user_data and ad_personalization. In the European Economic Area it is required for personalized advertising and measurement.

Why is Consent Mode important?

• Measuring within the rules: tags only use what the visitor has allowed.
• Fewer gaps in your data: according to Google, it can model conversions when consent is refused.
• A requirement for personalization: without Consent Mode, remarketing and measurement in the EEA are limited.

Examples of Consent Mode

• A visitor accepts everything: ad_storage and analytics_storage are set to granted and measurement works fully.
• A visitor refuses marketing: ad_storage stays denied and tags send limited signals.
• An online store has its cookie banner pass the choice on to the tags on every page.

How do you use Consent Mode?

Consent Mode does not replace the cookie banner: you need a consent management platform (CMP) that passes on the choice. Set the default values that apply before consent, have the banner send an update and check that the signals arrive. See also analytics and dashboards.