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Google Consent Mode v2: What you need to know
Since March 2024, Google Consent Mode v2 has been de facto mandatory for anyone who wants to make full use of Google Analytics or Google Ads. What's behind it - and what you need to do.
What is Google Consent Mode v2?
Google Consent Mode v2 is an interface that informs Google whether a visitor has consented to tracking. Depending on the consent given, Google Analytics and Google Ads adjust their behaviour accordingly.
Consent Mode acts as the link between your cookie banner and Google. When a visitor clicks ‘Accept’, Consent Mode sends a signal to Google — and only then is the data fully processed.
Is Consent Mode v2 mandatory?
There is no law requiring Consent Mode v2 — but since 6 March 2024, Google has made it a prerequisite for the full use of Google Analytics and Google Ads within the EEA.
The background to this is the EU’s Digital Markets Act (DMA). Without Consent Mode v2, you will lose conversion tracking and audience targeting features in Google Ads. In practical terms, this means that anyone advertising with Google in the EU has no choice but to use it.
The most important signals
Consent Mode v2 adds two new signals: ad_user_data and ad_personalization — in addition to the existing ones for analytics and advertising.
- analytics_storage — Analytics (e.g. Google Analytics).
- ad_storage — Advertising cookies.
- ad_user_data — is it permitted to send user data for advertising purposes?
- ad_personalization — personalised advertising permitted?
These signals only change to "granted" once valid consent has been given.
How to set up Consent Mode v2
You need a cookie banner that correctly transmits the consent status to Google — otherwise even the best tag manager is useless.
BlueOcean Privacy delivers Consent Mode v2 ready to use: the banner sets the signals automatically; all you need to do is toggle a switch in Google Tag Manager. No code, no guesswork.
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FAQ
Is Google Consent Mode v2 required by law?
It is not a legal requirement, but Google has been requiring it since 6 March 2024 for the full use of Google Analytics and Google Ads within the EEA.
What happens without Consent Mode v2?
With Google Ads, conversion tracking and remarketing audiences are no longer available; campaign optimisation suffers noticeably as a result.
Do I need a developer for this?
Not with a banner like BlueOcean — the consent signals are set automatically; all it takes is a toggle in Google Tag Manager.