Skip to main content

Google Consent Mode V2: Revolutionizing Data Privacy and User Consent

Introduced in late 2023, Google Consent Mode V2 represents a significant advancement in managing user data and privacy in the digital landscape. This innovative update is not just a technical shift but a response to the evolving digital privacy regulations and user preferences. It becomes mandatory for websites using Google services by March 2024, marking a pivotal change in the way online consent is managed.

CookieFirst is a Google Certified CMP for Google Consent Mode v2

CookieFirst is a Google Certified CMP for Google Consent Mode v2

What is Google Consent Mode V2?

Google Consent Mode V2 is an enhancement of the original Google Consent Mode, designed to better align with data privacy regulations and user preferences. This tool allows websites to efficiently communicate users’ cookie consent preferences to Google tags. Unlike its predecessor, the V2 version mandates compliance for websites using Google services, emphasizing Google’s commitment to enhancing user privacy and ensuring standardized consent-based data insights.

Key Features of Google Consent Mode V2

  • New Parameters: Introduces two new parameters – ad_user_data and ad_personalization – alongside the existing ones (analytics_storage and ad_storage).
  • Enhanced User Privacy: These new parameters allow users more control over their data, ensuring personal data is sent to Google services only with explicit user consent.
  • Mandatory Implementation: A significant step towards complying with digital advertising and data privacy regulations, particularly in the European Economic Area (EEA).

Why Google Consent Mode V2 Matters

The introduction of Google Consent Mode V2 represents a shift in how websites interact with Google’s services, focusing more on user consent and privacy. It aligns with privacy regulations such as GDPR in the EU and CCPA in California, ensuring that websites comply with these laws while benefiting from Google’s insights and data capabilities. With the deadline for compliance approaching, understanding and implementing this new standard is essential for website operators, especially those in the EEA.

Implementation Options for Website Owners

The power of Consent Mode v2 lies as well in the minimized data that is collected before consent takes place. For this you would need to make sure that Google Tags are loaded before consent. The consent mode settings will change the behaviour of the tags from Google. Blocking Google Tags from loading before consent will not give you the edge that Consent Mode could give you. For example by loading the tags of GA4 before consent it will be able to collect modeled data to fill the gaps for missing data if your users decline consent.

Basic Implementation

Under this option, if users consent to cookies, the website operates normally, activating all tags and collecting data. If consent is not given, data collection is halted. Website owners need to employ a Consent Management Platform (CMP), configure their site to disable Google Analytics 4 (GA4) tags when cookies are rejected, and integrate a consent flag.

Advanced Implementation

This method allows the transmission of anonymous, cookieless pings for data modeling, even without cookie consent. It requires using a CMP, adjusting the website to prevent GA4 cookie setting on consent denial but pass a consent flag to Google, and enabling the sending of cookieless pings.


Google Consent Mode V2 is a vital tool for website owners navigating the complex landscape of digital privacy and data protection. Its implementation is crucial for compliance, offering a more refined approach to handling user data and consent, and shaping the future of digital advertising and analytics.

Cookie Consent Manager | Take a 2 week free trial

Take a 2 week free trial for our paid plans or create a free account …

Create an accountView our plans

Frequently Asked Questions

What is Google Consent Mode V2?

Google Consent Mode V2, introduced in late 2023, is an updated version of Google’s original Consent Mode. It allows websites to communicate users’ cookie consent preferences to Google’s services, such as Google Ads and Analytics, in a more efficient and privacy-compliant manner. Its use is mandatory for websites using these Google services by March 2024.

What are the new features in Google Consent Mode V2?

Google Consent Mode V2 introduces new parameters including ad_user_data and ad_personalization, in addition to the existing analytics_storage and ad_storage. These parameters offer enhanced control over user data and advertising personalization based on user consent.

Is Google Consent Mode V2 mandatory for all websites?

Yes, implementing Google Consent Mode V2 is mandatory by March 2024 for all websites using Google services like Google Ads and Google Analytics. This requirement ensures compliance with data privacy regulations and enhances user privacy.

How does Google Consent Mode V2 impact data tracking and privacy?

Google Consent Mode V2 impacts data tracking by allowing websites to adjust Google tags based on user consent. If a user consents to cookies, normal data collection occurs. If consent is denied, data collection is limited to protect user privacy, with Google tags operating in a restricted mode.

What are the implementation options for Google Consent Mode V2?

There are two implementation options for Google Consent Mode V2: Basic and Advanced. Basic implementation involves full data collection with user consent and no data collection without it. Advanced implementation allows limited, anonymous data collection without consent for modeling purposes, while respecting user privacy.


Get consent before loading third party tracking scripts

CookieFirst aims to make ePrivacy and GDPR compliance easy and quick to implement. The CookieFirst platform offers third-party script and consent management, statistics, periodic cookie scans, automated cookie declaration, banner customization, multiple language options, and more. Avoid large fines and get consent before loading third-party tracking scripts — try CookieFirst!