What is Google Consent Mode?

Google Consent Mode is a technical framework that allows supported Google tags and SDKs to adjust their behavior based on a user’s consent choices.

Consent Mode does not display a consent banner or collect consent itself. Consent must first be obtained through an appropriate mechanism, such as a Consent Management Platform (CMP). The resulting consent signals are then shared with supported Google services, including Google Analytics and Google Ads.

Google supports two main implementation approaches:

• Basic Consent Mode: Google tags remain blocked until the user makes a consent choice. If consent is not granted, the relevant tags do not send data.

• Advanced Consent Mode: Google tags may load with consent set to “denied” by default. While consent remains denied, supported tags can send limited, cookieless measurements. If the user grants consent, tag behavior is updated accordingly.

In November 2023, Google expanded Consent Mode by adding the ad_user_data and ad_personalization signals alongside ad_storage and analytics_storage. This updated implementation is commonly known as Google Consent Mode v2.

Consent Mode is a technical mechanism for communicating consent choices to supported Google services, not a replacement for a consent mechanism. Website and app operators remain responsible for obtaining valid consent where required, providing appropriate disclosures, maintaining consent records where applicable, and allowing users to change or withdraw their choices in accordance with applicable laws and platform policies.