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Google Consent Mode v2: What It Is and How to Implement It

Consent Mode v2 adds two new required parameters: ad_user_data (consent to send user data to Google for advertising) and ad_personalization (consent for personalised advertising), joining existing analytics_storage and ad_storage. Required for advertisers using Google services in the EEA/UK. Impleme

Privacy & Compliancegoogle consent mode v2

Quick Summary

Consent Mode v2 adds two new required parameters: ad_user_data (consent to send user data to Google for advertising) and ad_personalization (consent for personalised advertising), joining existing analytics_storage and ad_storage. Required for advertisers using Google services in the EEA/UK. Implement via a CMP integrated with GTM: set default consent state (denied for EEA, granted for other regions), CMP updates consent when users make choices, Google tags automatically adjust (cookieless pings when denied, full tracking when granted). Consent Mode enables modeled conversions — Google estimates conversions from non-consenting users using machine learning.

Overview

Consent Mode v2 adds two new required parameters: ad_user_data (consent to send user data to Google for advertising) and ad_personalization (consent for personalised advertising), joining existing analytics_storage and ad_storage. Required for advertisers using Google services in the EEA/UK. Implement via a CMP integrated with GTM: set default consent state (denied for EEA, granted for other regions), CMP updates consent when users make choices, Google tags automatically adjust (cookieless pings when denied, full tracking when granted). Consent Mode enables modeled conversions — Google estimates conversions from non-consenting users using machine learning.

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Process Flow

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Step-by-Step Guide

Follow these 3 steps to complete this guide

1

Step-by-Step Setup

Access your account or platform. Navigate to the relevant section. Complete each configuration step, testing along the way. Verify your setup using built-in diagnostic tools before relying on the data for decisions.
2

Best Practices

Start with recommended defaults and optimise based on data. Review performance regularly. Make incremental changes. Document your configuration.
3

Common Issues and Solutions

Check the platform's help centre for troubleshooting. Allow 24-48 hours for data to populate. Ensure correct permissions. Verify all integrations are active and properly configured.

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