Google Consent Mode

Knowledge Base | Google Consent Mode | What are Google consent signals?

What are Google consent signals?

Google consent signals communicate whether specific storage or data-use permissions are granted or denied. The four key Consent Mode signals are:

Signal

Permission communicated

ad_storage

Advertising cookie storage and access.

analytics_storage

Analytics cookie storage and access.

ad_user_data

Sending user data to Google for advertising purposes.

ad_personalization

Using data for personalized advertising.

Consent Mode also supports additional storage-related consent types:

  • functionality_storage — Storage related to website functionality.

  • personalization_storage — Storage related to personalization.

  • security_storage — Storage related to security, authentication, and fraud prevention.

Signals should reflect the visitor’s choices and be updated when those choices change. A denied value does not necessarily block the entire Google tag: supported tags can adjust their behavior based on the consent state.

These signals are different from Google Signals, which is a separate Google Analytics feature for cross-platform and advertising-related measurement.

See Google’s consent parameter reference for the effects of individual consent signals.