The Consent Mode V2 is a feature introduced by Google to help digital advertisers comply with privacy regulations such as the European Union’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) in the United States. This updated version of Consent Mode provides greater flexibility in aligning with user data privacy policies.
Consent Mode V2 has been mandatory since March 6, 2024 for advertisers using Google Ads and operating within the European Union.
Consent Mode V2 is not a technical option: it is a structural requirement to continue effective advertising in Europe.
It is required to comply with the Digital Markets Act (DMA) and to continue using advanced features such as remarketing and custom audiences.
In response to the enforcement of the Digital Markets Act (DMA) and the evolution of the European regulatory framework, Google introduced Consent Mode Version 2 to allow advertisers to tailor the use of user data based on collected consent. This update provides more options for managing user data in compliance with privacy regulations, enabling advertisers to respect user preferences regarding the use of their personal data for advertising purposes.
A Brief History of Consent Mode
The path leading to the implementation of Consent Mode V2 has been influenced by several factors, including evolving privacy regulations, growing user concerns about personal data management, and advertisers’ need to adapt to these changes.
Why Consent Mode V2 Became Necessary
1. Evolution of Privacy Regulations
In recent years, increasingly strict regulations such as GDPR in the European Union and CCPA in the United States have come into force.
These regulations impose greater transparency, explicit consent requirements, and stricter limits on the use of personal data for advertising purposes.
2. Growing User Awareness of Privacy
Users are increasingly aware of how their data is used online and demand greater control over tracking, profiling, and ad personalization.
This cultural shift has forced platforms to rethink their data collection and usage models.
3. Advertiser Requirements
Companies have had to find a balance between regulatory compliance and campaign effectiveness.
The challenge is maintaining performance, remarketing capabilities, and algorithmic optimization while respecting user consent choices.
4. Limitations of Consent Mode V1 and the Arrival of the DMA
Consent Mode V1, introduced by Google on September 3, 2020, represented a first step toward dynamic consent management.
However, its rigidity and the entry into force of the Digital Markets Act (DMA) in 2023 required a more granular and regulation-aligned model.
The DMA regulates so-called digital gatekeepers and imposes strict obligations regarding the use of personal data, reinforcing the need for an evolved consent system such as Consent Mode V2.
Who Must Implement Consent Mode V2
Consent Mode V2 must be implemented by all companies that:
- Use Google Ads for campaigns in Europe
- Run remarketing or custom audience strategies
- Use Google Analytics 4 for conversion tracking
- Operate in markets subject to the Digital Markets Act (DMA)
Without proper implementation, Google may limit or suspend access to certain advertising features.
How Google Consent Mode Works (V1 and V2)
When a user visits a website that has implemented Google Consent Mode, the site sends a request to Google to determine whether the user has provided consent for specific types of cookies and tracking technologies. Google then responds with a “consent state” signal indicating whether consent has been granted.
If consent is granted, cookies and tracking technologies are loaded as usual.
If consent is denied, Google Consent Mode allows the website to disable cookies and tracking technologies or modify them to reduce the amount of data collected. This enables the website to continue functioning while respecting the user’s privacy preferences.
The main function of Consent Mode is to recover up to 60% of data (as estimated by Google through conversion modeling) from users who reject cookies, using machine learning and aggregated signals based on users who have accepted cookies and other anonymous parameters processed by Google. This provides more accurate data in GA4 and Google Ads, particularly in terms of conversions and campaign performance.
The Role of GTM (Google Tag Manager)
For Consent Mode to function, communication between the website and Google’s servers is required. On May 27, 2021, Google announced the integration of Consent Mode into Google Tag Manager with the introduction of two new triggers, enabling better control of data management systems based on user consent choices.
Google Tag Manager therefore becomes a key tool to compensate for lost conversions and improve campaign optimization, allowing continued effective use of audience strategies.
How Consent Mode V2 Works
Since March 6, 2024, Google requires the implementation of Consent Mode Version 2 for advertisers operating in the EU, in line with the enforcement of the Digital Markets Act (DMA).
Version 2 introduces two additional parameters: ad_user_data and ad_personalization.
- ad_user_data: controls consent related to the collection and use of user data for advertising purposes.
- ad_personalization: specifically governs consent for ad personalization (e.g., Google Ads remarketing).
In summary, Consent Mode V2 separates consent for data collection from consent for ad personalization, introducing a more granular level of control compared to the previous version.
Impact of Consent Mode V2
For advertisers using Google platforms in the European Union, implementing Consent Mode V2 is an operational requirement.
Without proper implementation:
- Audience usage and creation are limited.
- Remarketing becomes impossible.
- Conversion tracking accuracy in analytics is compromised.
In Google Analytics 4, Consent Mode V2 enables conversion modeling even when cookies are not accepted, using aggregated signals and machine learning to estimate missing data in compliance with European regulations.
Why It Is Not Just a Technical Adjustment
Consent Mode V2 is not simply a tracking update or a compliance task to delegate to IT. It is a structural shift in how Google allows advertising data to be used in Europe — and consequently, in how companies measure, optimize, and scale campaigns.
Ignoring it or implementing it superficially means reducing the ability to activate audiences, limiting remarketing, losing key signals for algorithmic optimization, and compromising conversion measurement quality.
Consent Mode V2 redefines the relationship between data, consent, and performance.
Those who treat Consent Mode V2 as a simple regulatory update suffer from it.
Those who integrate it into a data-driven strategy continue to govern performance and audiences.
Ideal Implementation Architecture
A truly effective implementation of Consent Mode V2 is based on coherent architecture between the CMP platform, Google Tag Manager, Google Analytics 4, and Google Ads.
Consent signals must be collected by the CMP, synchronously transmitted to Google Tag Manager before tag activation, correctly mapped to parameters ad_storage, analytics_storage, ad_user_data, and ad_personalization, and aligned with GA4 event and conversion configuration.
Common Implementation Errors
Many companies implement Consent Mode V2 only formally, without verifying consistency between consent, tracking, and data activation.
1. Misalignment Between CMP and GTM
If consent signals are not transmitted before tag activation, tags may fire prematurely or not at all, generating inconsistent data.
2. Superficial Management of ad_user_data and ad_personalization
Incorrect configuration compromises remarketing, audiences, and conversion modeling.
3. GA4 Configuration Inconsistencies
If events and consent signals are not aligned, modeled data may distort reporting and attribution.
4. Lack of Testing in Debug Environments
Without structured testing, it is impossible to verify compliance and tracking integrity.
5. No Periodic Review
Consent Mode V2 requires ongoing audits to maintain alignment between consent and activation over time.
Google Marketing Platform Certification
The Google Marketing Platform (GMP) certification is not a decorative badge but a technical recognition granted to agencies that demonstrate advanced expertise in measurement and advertising governance.
It reflects deep knowledge of platforms such as Google Analytics 4, Google Tag Manager, Display & Video 360, and the proper implementation of Consent Mode V2 in compliance with the Digital Markets Act.
Only a few agencies in Italy hold GMP certification. For us, it represents structured competence: the ability to design correct tracking architectures, implement advanced consent logic, and maintain reliable measurement even in complex regulatory scenarios.
Consent Mode V2 FAQ
Does Consent Mode V2 replace the cookie banner?
No. Consent Mode V2 does not replace the CMP (Consent Management Platform). It works in integration with the cookie banner to transmit the user’s consent status to Google. Without a properly configured CMP, Consent Mode cannot function in a compliant way.
What happens if I do not implement Consent Mode V2?
Google may limit or suspend advertising features such as remarketing, custom audiences, and advanced conversion measurement. Since March 6, 2024, it has been a mandatory requirement for advertisers using Google Ads in Europe.
Does Consent Mode V2 reduce campaign performance?
When properly implemented, it enables conversion modeling through machine learning, reducing data loss caused by cookie rejection. Without implementation, data loss and performance impact can be significant.
What is the difference between ad_storage, ad_user_data, and ad_personalization?
ad_storage concerns the use of advertising cookies. ad_user_data governs the transmission of user data to Google for advertising purposes. ad_personalization controls whether that data can be used to personalize ads (e.g., remarketing). V2 introduces greater granularity compared to V1.
Is Google Tag Manager required to implement it?
It is not mandatory, but it is strongly recommended. Google Tag Manager allows you to manage consent-based triggers and centrally control tag behavior according to the user’s consent status.
Is Consent Mode V2 also necessary for GA4?
Yes, especially if you use GA4 to track conversions linked to Google Ads campaigns. Conversion modeling in GA4 depends on the correct implementation of consent signals.
Is it only valid for European companies?
The requirement is linked to the Digital Markets Act and therefore applies to the European Union. However, many international companies implement it globally to standardize compliance and data governance.
Does Consent Mode V2 automatically guarantee GDPR compliance?
No. It is a technical tool that helps respect consent preferences, but compliance also depends on CMP configuration, privacy policy, legal basis for processing, and proper data management.
References and Sources
Official sources and technical documentation used as operational references for implementing Consent Mode V2, DMA compliance, and consent management through CMPs and Google Tag.
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Google Tag Manager Help – Consent Mode (including v2 requirements)
Official Google documentation on requirements, consent signals, and additional parameters (ad_user_data, ad_personalization).
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Google Tag Platform – Consent (overview & implementation guidance)
Technical guidelines on how tags operate based on consent status and implementation best practices.
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Google Ads Help – Consent requirements and data usage
Requirements and operational impact on measurement, audiences, and advertising features when consent is unavailable.
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Google Marketing Platform Blog – Consent Mode in Google Tag Manager
Announcement and context of Consent Mode integration in GTM, including activation logic and tag management.
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Google Marketing Platform Blog – Measuring conversions while respecting consent
Context and operating principles of Consent Mode for privacy-first conversion measurement.
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European Commission – Digital Markets Act (DMA)
Institutional source on the DMA: objectives, principles, and implications for gatekeepers and companies using their platforms.
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GDPR (Regulation (EU) 2016/679) – Full text & articles
Legal text and references of the GDPR, useful for understanding consent obligations, transparency, and data processing requirements.
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IAB Europe – Transparency & Consent Framework (TCF)
Industry standard used by many CMPs to represent and transmit consent status in digital advertising.
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Google – CMP Partner Program (partner list)
Updated list of recognized/compatible Consent Management Platforms and related technical resources.
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