Google Consent Mode V2

A few months ago, it was announced by Google that starting from the 6th of March 2024 websites operating for businesses within The European Economic Area (EEA) and the United Kingdom will be required to update their Data Collection and Consent Policies. This is required due to changes in European privacy legislation. If not implemented, these changes will impact tools like Google Ads and Google Analytics.

In the next few paragraphs, we will try to explain all major changes and steps that need to be taken to ensure full compliance as soon as possible.

What is Google Consent Mode?

Google Consent Mode was created as a tool that can allow websites to gather insights and measure conversions while respecting the privacy of the users and their preferences. 

If the Consent Mode is enabled and users consent to a website tracking policy everything works as normal. Data is being collected and sent to other tools to be used for various advertisement and reporting purposes.

If the Consent Mode is enabled and users do NOT consent to a website tracking policy only anonymous data will be collected and no personal data will be forwarded for advertisement purposes.

How Does Google Consent Mode Affect Me?

As a business operating in the EEA or UK, you will be required to implement all those policies so that you will be able to continue operations as usual. The only big change is that you will give users the opportunity to stay anonymous and not share any personal data. This will most likely have an effect on your reports, but it will not be as significant if you do not implement any of those regulations. If nothing is done this will lead to less effective reporting and advertisement campaigns.

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What is Google Consent Mode V2?

Google Consent Mode 2 is an updated version of the original Mode 1. This is all due to recent developments in the European privacy legislation.

Version 2 of the Consent Mode focuses on ad personalisation and remarketing data and staying compliant with the regulations while Version 1 was mostly focused on increasing user privacy in relation to collected and stored data.

This means that everyone who does not comply with this update will not be able to collect any data related to EEA and UK new users starting 4th March 2024. This will significantly impact platforms like Google Ads and Google Analytics and their ability to predict accurate conversion numbers, suggest optimisation tips and ability to build remarketing audiences.

How Can I Comply with the New Google Consent Mode V2 Regulations?

Follow the next steps to make sure you and your business can continue to operate as usual while following all the new regulations.

  1. Implement Google Consent Mode V2

Step 1 is making changes to your tracking tags and cookie policy. This can be done if you are already using a Consent Management Platform (CMP) or Google Tag Manager. 

With a Consent Management Platform, everything should happen automatically as most of those Platforms are certified by Google and handle everything straight away. It is always a good idea to get in touch though and discuss those policies and the pop-up message on your website. If you don’t have a CMP and have already implemented Consent Mode, you must add two extra variables through Tag Manages.

  • Ad_user_data
  • Ad_personalization

Learn more about the consent mode parameters by clicking here.

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Google Consent Mode 2

Basic Consent Mode or Advanced Consent Mode?

The final step is choosing between what type of consent mode you want to enable on your website. You have to choose between the Basi and Advanced Consent Mode.


With the Basic Consent Mode enabled the website will function as usual if a user accepts cookies. Data will be collected as it has always been. If cookies have been rejected no information will be collected! All website tags will be blocked, and Google will attempt to fill the gaps. When this happens Google’s algorithms will try to predict user behaviour based on the information provided by those who have accepted the cookies. This way results will not be as accurate as everything will be based on Google’s general data models. Additionally, this basic mode will block behavioural modelling in GA4 which will leave many gaps in reports. 

With the Advanced Consent mode enabled again if someone accepts cookies everything will work as usual. The big difference comes when users reject the consent policies. With the advanced set up anonymous ‘cookieless’ pings will be sent to Google. This is a huge advantage compared to the basic set-up as it means that any non-personal data relating to users’ behaviour will be sent through your Google tools where it can be used to enhance the data modelling process. Examples of non-personal data can be Location, Device Type, Browser, Conversion Type etc. Advanced Consent Mode also enables behavioural modelling in GA4 which will lead to more accurate reports and more insights.

Google Consent Mode 2

Have More Questions?

In conclusion, we would recommend everyone to look at their Consent Policies and act accordingly because this is one of the most important recent updates that will severely affect every business operating in the EEA and UK! Act now so no data is lost, and potential penalties are evaded. Welcome to the cookiless world!

Get in touch with our team at CMe Media to learn more or to ask any further questions. We look forward to speaking with you.