Google Consent Mode v2 is the updated version of Google Consent Mode API that manages user consent for Google’s ads and analytical services. Learn more about Google Consent Mode v2 and how to integrate Consent Mode v2 in WordPress.
With the introduction of the Digital Markets Act on November 1, 2022, Google has updated its Consent Mode API to comply with the DMA guidelines for traffic in the European Economic Area (EEA).
If you are using Google Ads or Google Analytics and receive traffic from EEA, then you should upgrade to consent mode v2. In this article, we will provide a detailed guide on Google’s updates to consent mode and how to integrate Google Consent Mode v2 in WordPress.
Let’s get started.
Key Takeaways:
- Google Consent Mode v2 is a solution that manages how Google’s ads and analytical services operate based on user consent signals.
- Google Consent Mode v2 was released to comply with the Digital Market Act and enforce the EU user consent policy.
- To integrate Google Consent Mode v2 in WordPress, you need a Consent Management Platform (CMP) that meets Google’s consent management standards.
Google Consent Mode v2 is an API developed by Google to control the behavior of Google tags based on user consent. The Consent Mode API interacts with the website’s consent management platform (CMP) and sends information to Google about visitors’ consent to cookies.
It only works with Google’s tracking and analytical services, such as Google Ads, Google Analytics, Floodlight, and Conversion Linker. If you are using any other third-party analytics service, it won’t work with the Google Consent Mode.
The Google Consent Mode was introduced in 2020 to comply with GDPR and other privacy laws. Later, in November 2023, Google updated its consent mode API to meet the Digital Markets Act (DMA) guidelines.
What’s New With Google Consent Mode v2?
Here are the two new parameters introduced in Google Consent Mode V2:
- ad_user_data: This parameter reflects the user’s consent preference regarding sharing their data with Google’s ad services. Users can choose either “granted” or “denied” via the website’s cookie consent banner. If consent is denied, Google advertising tags will refrain from collecting or sharing personally identifiable information.
- ad_personalization: This parameter indicates whether a user has opted-in to ad personalization and remarketing. It obtains users’ consent preferences through the cookie consent banner. If the consent is “denied,” it will disable personalized ads, remarketing, or interest-based targeting.
Google Consent Mode v1 v/s Google Consent Mode v2
The table below shows the major difference between Google Consent Mode V2 and V1:
| Aspect | Google Consent Mode v1 | Google Consent Mode v2 |
| Consent Signals | Primarily focused on “analytics” and “marketing/ads” | Introduces “ad_user_data” and “ad_personalization” signals for more granular consent control |
| Implementation | Only the “advanced” mode is available. Requires detailed configuration | Offers “basic” mode (as an addition). Blocks non-essential tags until consent is granted. |
| Enforcement | Optional, recommended for GDPR compliance | Mandatory for advertisers targeting EEA users starting March 6, 2024 |
| Additional Considerations | Allowed some data modeling in advanced mode | Does not allow data modeling for users who deny consent |
Google Consent Mode v2 adjusts the Google Tags based on user consent and shares the consent signals to Google Ads and Google Analytics to show ads or analytical data to websites.
Google Tag Manager Consent Types
Following are the consent types that can be used to control tags in Google Tag Manager.
| Consent Type | Description |
| ad_storage | Allows storage (e.g., cookies) for advertising purposes. |
| ad_user_data | Grants consent to send user data related to advertising to Google. |
| ad_personalization | Grants consent for personalized advertising. |
| analytics_storage | Allows storage for analytics purposes, like visit duration. |
Additionally, there are privacy parameters such as:
| Storage Type | Description |
| functionality_storage | Enables storage supporting website or app functionality, such as language settings. |
| personalization_storage | Enables storage related to personalization, such as video recommendations. |
| security_storage | Enables storage related to security, including authentication and fraud prevention. |
Google Consent Mode v2 will automatically adjust the behavior of the tags based on these consent types.
Here’s how it works:
- When a user visits a website, they’ll see a cookie consent banner set by the Consent Management Platform (CMP) on the website.
- User shares their consent preferences using the Accept and Reject button on the cookie banner.
- The CMP will then share the consent signal with the Google Consent Mode API, which will adjust the Google tags based on the user’s preferences.
- So, if a user rejects the ad_personalization, the Google Ads tags for personalized ads will not be loaded to the user’s browser.
This is how Google Consent Mode will adjust the behavior of the tags based on the user consent.
How to Configure Google Tag Consent Settings?
Google Tag Consent Settings manages how the Gtags should behave based on users’ consent preferences. These settings allow you to ensure compliance with data privacy regulations like GDPR and EU Cookie law while still collecting necessary data for your website.
To access and manage these settings, follow the below steps:
- Go to your GTM container.
- Click on the Tags tab.
- Select any tag, and click on Advanced Settings > Consent Settings.
- You can then adjust the built-in and additional consent checks as needed.
Check out how the consent mode operates for Google Ads, Google Analytics, and Floodlight.
What Is Basic Consent Mode?
Basic Consent Mode is a configuration set up in Google Consent Mode that prevents Google tags from loading until user share their consent. If a user doesn’t interact with a cookie consent banner, it doesn’t transfer any data to Google.
When the user shares their consent, Google tags will send the consent signal to Google using the Consent Mode API. However, when the user doesn’t consent, no data is collected from users or shared with Google. Google tags will be blocked entirely from firing until the user grants consent.
What Is Advanced Consent Mode?
Advanced Consent Mode is an advanced setup of Google Consent Mode that allows Google tags to load immediately when a user visits a site. Consent is initially denied by default, so Google tags send “cookieless” pings to collect data without storing cookies on the user’s device.
Once the user grants consent, Google tags will collect the full data and share it with Google’s ads or analytics services. Advanced Consent Mode is more complex to configure than the Basic Consent Mode but offers better and more accurate conversion modeling.
What Is Conversion Modelling?
Conversion Modelling is an analytical framework that uses Google’s Artificial Intelligence to track the effectiveness of marketing campaigns, even when they weren’t directly observed. This becomes especially helpful in situations where traditional tracking methods, like cookies, are limited or unavailable.
Earlier, when a user rejected the tracking cookies on your website, you wouldn’t be able to identify whether they interacted with your product pages, signed up for an account, or made a purchase. This would create a gap in the conversion analytics.
But now, with conversion modeling, Google uses Artificial Intelligence to find relationships and patterns of the activities of unconsented users. It gives you a more accurate picture of your marketing campaigns. This still may have some errors, but it gives a clearer picture of ROI on Ad spending.
Google Consent Mode v2 helps websites to continue using Google’s Ads and Analytical services while respecting users’ privacy. It’s the updated version of the Google Consent Mode, which introduces two new consent parameters, ad_user_data, and ad_personalization, to control the data used for ads.
If you fail to implement Google Consent Mode v2 on your website, you will be restricted with limited data, reduced targeting, and limited potential for Google Ads.
Benefits of Using Google Consent Mode v2:
- Comply with privacy regulations: Google Consent Mode helps websites comply with privacy laws such as GDPR and EU User Consent Policy.
- Ensure accuracy of analytical data: Using Google’s AI modeling, marketers can maintain the accuracy of their measurement data even when users opt out of cookies or tracking.
- Improve user experience: By providing users with the option to choose consent preferences, Google Consent Mode helps marketers improve the user experience on their websites.
- Increase transparency and credibility: Marketers can increase the transparency and trustworthiness of their brand by respecting users’ preferences about how their data is used.
Our GDPR Cookie Consent Plugin helps you easily implement Google Consent Mode v2 on your WordPress website. It is a Google-certified CMP that offers IAB TCF v2.2 integration with Google’s additional consent specifications.
After installing and activating the plugin, follow these steps:
- Go to the Cookie Consent tab on your WordPress dashboard.
- Select GDPR as the Consent Law.
- Enable the Cookie banner.
- Select the Enable Google Consent Mode checkbox.
- You can edit or modify the banner layout, message, and buttons.
- Click on Update Settings to save the settings.
Here is a preview of the cookie banner on a WordPress website with WooCommerce.
A consent management platform (CMP) is software that helps websites obtain consent from site visitors for collecting, processing, or sharing their personal data using cookies and other tracking scripts. It lets you comply with major data protection laws such as GDPR and CCPA.
Using a CMP, you can display a cookie banner on your website and enable site visitors to accept or reject cookies on your website. It lets you disclose the use of cookies on your website and why you use them. This will give your site visitors more control over their personal information.
If you use Google’s ads or analytical services and operate within the UK and EEA, you need Google Consent Mode to streamline your compliance efforts and ensure seamless data collection and measurement within these platforms.
Yes. You need to obtain prior consent from your site visitors to use non-essential cookies, which include those used for advertising purposes. Consent is necessary when using Google Ads, as it directly impacts your ad campaigns. Without proper consent, you won’t be able to track conversions, retarget visitors, or show personalized ads.
To implement Google Consent Mode, you will need a Google Certified CMP Partner on your website. You can integrate the relevant JavaScript code snippet provided by Google into your website or app’s consent management system. This code snippet will adjust how Google tags and pixels operate based on users’ consent preferences.
Check out our detailed guide on how to implement Google Consent Mode using our GDPR Cookie Consent plugin.
Google Consent Mode is an API that allows websites to track and monitor users and their actions using Google’s ads and analytical services. It also provides marketers with advanced conversion tracking techniques using Artificial Intelligence.
Google has introduced the Google Consent Mode to make their products privacy-focused and help websites comply with GDPR and the EU User Consent Policy.
We hope this article has provided you with information on Google Consent Mode and how it helps websites and marketers.
If you have any queries, please feel free to ask them in the comments section.
Please Note: We’re excited to share that we’re actively working on aligning our GDPR Cookie Consent Plugin with Google Consent Mode. Our plugin is already recognized as a certified CMP by Google and adheres to IAB TCF guidelines. We’re committed to ensuring it seamlessly integrates with Google Consent Mode. Rest assured, we’ll keep you updated on our progress as we strive to achieve Google CMP Partner status.
Comments (2)
Nicolay
March 7, 2024
How can you double check that consent mode is implemented and actually working?
I did your tutorial and blocked GTM in “script blocker” before adding the new script. But I see now that Google Tag Companion (debugging in GTM) is not working since GTM is blocked. Are you supposed to turn it back on after adding the script?
For the record my website is http://www.credicare.no
Hema
April 15, 2024
Hello Nicolay,
Thanks for reaching out. GCM is now integrated into the plugin. So you don’t need to follow the steps mentioned earlier. Kindly upgrade your plugin to the latest version v2.5.8 and enable Google Consent Mode. Then map the categories to implement GCM.