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Google Consent Mode is a tool that includes APIs to control tags for cookie storage based on user consent choices. It allows businesses to use Google products for advertisement while adhering to and complying with the GDPR and other privacy regulations worldwide.

If you want to continue using Google Advertisement products and do remarketing in Europe, you need to implement Google Consent Mode v2 by March 2024. Users not using Google Consent Mode v2 by March 2024, will not be able to use Google Ads and will not be able to get any new users from Europe. The easiest way to implement Google Consent Mode v2 is to use a Google-certified CMP with Google Consent Mode v2 like CookieScript.

The easiest way to implement Google Consent Mode v2 is to use a Google-Certified Consent Management Platform (CMP), supporting Google Consent Mode v2. Use CookieScript, a Google-certified CMP, to implement Google Consent Mode v2. It also has an IAB TCF v2.2 integration, is easy to install or upgrade, and allows you to continue tracking of conversions and website analytics, even when users do not consent.

Google Consent Mode v2 maintains privacy standards set by the GDPR and DPA, as well as other privacy laws and standards around the world. Note, that Google Consent Mode will become outdated soon: to continue using Google Ads or Google Analytics and target European users, you need to implement Google Consent Mode v2 by March 2024.

The main difference between Google Consent Mode and Google Consent Mode v2 is the addition of two additional consent states: ad_user_data and ad_personalization, which can be attributed to the user’s consent. The current Consent Mode parameter tags analytics_storage and ad_storage were related to data collection only, while these new Consent Mode v2 tags relate to how data is used and shared. Use CookieScript, a Google-certified CMP, to implement Consent Mode v2.

If you do not start using Google Consent Mode v2 by March 2024, you will not be able to use Google Advertisement products and will not be able to get any new users from EEA. It will be impossible to do remarketing in Google Ads, Floodlight, and Display. This would significantly affect the measurement results and the performance of advertisers remarketing and engagement campaigns.

Google Consent Mode v2 introduced two additional consent states: ad_user_data and ad_personalization, which can be attributed to the user’s consent, which relates to how data is used and shared. ad_user_data is used to set consent for sending user data to Google for advertising purposes. ad_personalization controls whether data can be used for ad personalization (e.g. remarketing).

Under the advanced implementation, Google tags are loaded before users are presented with the Cookie Consent banner, and Google collects cookieless data that lack personal identifiers. Under the basic consent mode implementation, no information from users is collected at all, not even consent status, and model data from non-consented users are used instead.

Conversion modeling uses Google AI to analyze consent-based data from consented users and historical trends, quantifying the relationship between consented and non-consented users. Then, using consented user journeys, Google models give insights into user journeys on your website from non-consented users, thereby giving you an estimate of how that user’s journey on your website looked like.

If you are unsure if Google Consent Mode v2 is implemented on your website, you can use Google Tag Assistant to check. Browse your website in Tag Assistant as a visitor. In the Tag Assistant window, click on a page or message and go to the Consent tab. If you see a consent status for the ad_user_data and ad_personalization tags, then Google Consent Mode v2 is implemented. If you don’t see these tags, it means that Google Consent Mode v2 is not implemented.