What is Google Consent Mode?

Google Consent Mode

Google Consent Mode adjusts how Google Analytics and advertising tags behave according to visitors’ cookie consent choices. Your banner or consent management platform collects those choices and communicates them to Google.

Consent Mode v2 added two new consent signals to the existing framework. The four main signals are:

Signal	Permission
`ad_storage`	Store and access advertising cookies.
`analytics_storage`	Store and access analytics cookies.
`ad_user_data` — added in v2	Send user data to Google for advertising purposes.
`ad_personalization` — added in v2	Use data for personalized advertising.

Each signal can be granted or denied.

With Basic Consent Mode, Google tags remain blocked until consent is granted. With Advanced Consent Mode, tags can send cookieless pings while storage consent is denied. These signals can support conversion modeling, which estimates conversions that cannot be directly attributed, subject to eligibility requirements.

Both Basic and Advanced Consent Mode support Consent Mode v2. Consent Mode itself does not provide a banner or obtain consent.