Google Consent Mode version 2 – Requirements for using Google services in the EEA
Google Consent Mode v2 is mandatory for all websites that use Google services such as Google Ads, Google Analytics and Google Tag Manager in the EEA. Without correct implementation, you will lose access to personalization, remarketing and full measurement data.
Google Consent Mode v2 is an extension of Google's original Consent Mode framework. It provides a way to adjust the behavior of Google tags based on your visitors' consent choices. Since March 6, 2024, it is mandatory for all websites using Google advertising and measurement services in the European Economic Area. The updated version introduces two new consent parameters: ad_user_data (consent for sending user data to Google for advertising purposes) and ad_personalization (consent for personalized ads). Without correct implementation, no new remarketing lists can be built and there is limited access to conversion data and audience information in Google Ads.
All websites using Google Analytics (GA4) for visitors from the EEA
Advertisers running Google Ads campaigns targeting the EEA
Websites using Google Tag Manager to manage Google tags
E-commerce businesses using Google Ads conversion tracking
Publishers using Google AdSense or Google Ad Manager
Businesses using Google remarketing or audience lists
Websites must correctly pass the four mandatory consent signals to Google: analytics_storage, ad_storage, ad_user_data and ad_personalization. These must correspond to the actual consent choice of the visitor.
Before a visitor makes a choice, all consent parameters must default to 'denied'. Only after explicit consent may these be set to 'granted'.
Google requires that Consent Mode v2 be implemented via a certified CMP that correctly communicates consent signals to the Google Consent API.
Without valid consent via ad_user_data and ad_personalization, no user data may be sent for remarketing or personalized advertising.
When a visitor changes their consent choice, the consent state signals must be updated in real-time so that Google tags respond correctly immediately.
Google Consent Mode v2 is not a law but a technical requirement from Google. Non-compliance does not lead to legal fines, but does have significant consequences: loss of remarketing functionality, limited conversion data in Google Ads, incomplete reporting in Google Analytics, reduced advertising reach and higher cost per conversion. Additionally, not correctly passing consent can lead to violations of the GDPR and ePrivacy Directive, with associated fines.
Consentr automates Google Consent Mode v2 compliance so you can focus on your business.
Consentr is a Google-certified Consent Management Platform that seamlessly integrates with Google Consent Mode v2 without additional configuration.
All four consent parameters (analytics_storage, ad_storage, ad_user_data, ad_personalization) are automatically correctly passed to Google based on the visitor's selection.
Consentr ensures that all Google consent parameters default to 'denied' and are only activated after explicit consent.
Changes in consent preferences are immediately communicated to all Google tags, so that behavior is adjusted in real-time.
Consentr supports both the basic and advanced modes of Consent Mode v2, allowing you to send cookieless pings for modeled conversions.
With just one script tag, Consentr fully integrates with your existing Google Tag Manager setup and automatically configures the correct consent settings.
Without Google Consent Mode v2, you cannot build new remarketing lists, you lose access to detailed conversion data and your Google Ads campaigns become less effective. Google may also restrict the use of certain features for non-compliant websites.
In basic mode, Google tags are completely blocked if the visitor does not give consent. In advanced mode, cookieless pings are sent that Google can use for modeled conversions and behavioral data, without storing personal data.
With Consentr, that is not necessary. Our platform automatically integrates with Google Tag Manager and configures the correct consent settings. You only need to add the Consentr script to your website.
No, Google Consent Mode v2 is a technical requirement from Google, not a law. However, it is designed to help websites comply with the GDPR and ePrivacy Directive by correctly handling consent signals for Google services.