# What Is Google Consent Mode v2?

Source: https://dijitulmarketing.co.uk/guides/what-is-consent-mode-v2/
Updated: 2026-10-18

> Consent Mode v2 is how your cookie banner tells Google tags what each visitor agreed to, using four signals including ad_user_data and ad_personalization. dijitul sets it up as part of conversion tracking for £145 + VAT one-off, so UK Google Ads and GA4 keep measuring properly while respecting visitors' choices.

## Key facts

- Consent Mode v2 uses four signals: ad_storage, analytics_storage, ad_user_data and ad_personalization
- Version 2 added ad_user_data and ad_personalization to the original two signals
- Basic mode blocks Google tags until the visitor interacts with the banner; advanced mode loads tags and sends cookieless pings while consent is denied (Google Ads Help)
- Advanced mode allows an advertiser-specific conversion model, which Google says gives more detailed modelling than basic mode
- Google applies regional consent requirements for the EEA, Switzerland and the UK
- dijitul conversion tracking, including Consent Mode v2, is £145 + VAT one-off

## What it does

Under UK law (PECR), non-essential cookies such as advertising and analytics cookies generally need consent. Your cookie banner collects that consent. Consent Mode is the bridge that passes the visitor's choice to Google's tags, so GA4, Google Ads and Floodlight behave accordingly.

Without it, you have two bad options: load tags regardless, which risks breaking the rules, or block them entirely, which leaves big gaps in your conversion data. Consent Mode lets tags adjust their behaviour instead, so you stay on the right side of the rules and still get usable reporting.

## The four signals

| Signal | Controls |

| **ad_storage** | Whether advertising cookies and identifiers can be stored |
| **analytics_storage** | Whether analytics cookies, such as GA4's, can be stored |
| **ad_user_data** | Whether user data can be sent to Google for advertising |
| **ad_personalization** | Whether data can be used for personalised ads and remarketing |

The first two came with the original Consent Mode. Version 2 added **ad_user_data** and **ad_personalization**. Google applies regional consent requirements to traffic from the EEA, Switzerland and the UK, and audience features such as remarketing lists depend on these signals being sent.

## Basic versus advanced

Google Ads Help describes two ways to implement it:

- **Basic.** Google tags are blocked until the visitor interacts with the consent banner. If they decline, no data is sent to Google, not even the consent status. Conversion modelling uses a general model.
- **Advanced.** Google tags load when the page opens. While consent is denied, they send cookieless pings. Full measurement only happens after consent is granted. Google says this allows an advertiser-specific model, giving more detailed conversion modelling.

Advanced gives better modelled data. Basic is the more cautious choice. Which one suits you is a business and legal decision: take advice if you are unsure, particularly in regulated sectors.

## How it is set up

- **Choose a consent management platform (CMP)** that supports Consent Mode v2. Google keeps a list of certified CMP partners.
- **Set defaults.** For UK visitors, all four signals start as denied until the visitor chooses.
- **Update on choice.** When the visitor accepts or rejects, the CMP sends an update to the tags.
- **Configure Google Tag Manager.** Use the consent settings on each tag. Google tags have built-in consent checks; non-Google tags such as the Meta Pixel need their own consent trigger.
- **Test.** Use Tag Assistant to check the default and update states, then confirm in Google Ads diagnostics that consent signals are being received.

## What it means for your reports

Once Consent Mode is running, expect your numbers to behave differently from before:

- **GA4 traffic may look lower** than an old set-up that ignored consent, because people who decline are no longer tracked with cookies.
- **Google Ads conversions may include modelled figures.** These are estimates based on patterns from people who did consent. They are labelled as modelled in some reports and are not exact counts.
- **Remarketing audiences grow more slowly**, because only people who allow ad personalisation can be added.
- **Comparisons with older periods are unreliable.** Mark the date Consent Mode went live in your reports and compare like with like.

None of this means marketing got worse. It means measurement is now closer to what visitors actually agreed to.

## Common mistakes

- A banner that looks right but never sends the update signal, so everything stays denied.
- Tags firing before the default is set, which defeats the purpose.
- Accept and reject buttons that are not equally easy to use.
- Meta, LinkedIn or TikTok pixels ignoring the banner because only Google tags were configured.
- Forgetting the v2 signals when updating an older set-up, so remarketing audiences stop growing.

All of these show up in an audit. Our conversion tracking service (£145 + VAT one-off) covers Consent Mode v2, GA4, Google Ads conversions and Meta CAPI. See also how to set up GA4 key events.

## FAQs

### Is Consent Mode v2 a legal requirement?

Consent Mode itself is a Google technical standard, not a law. The legal requirement in the UK comes from PECR and UK GDPR, which generally need consent for non-essential cookies. Google applies its own consent requirements to UK and EEA traffic, and features such as remarketing depend on the v2 signals.

### Does Consent Mode replace my cookie banner?

No. You still need a banner or consent platform to ask visitors and record their choice. Consent Mode simply passes that choice to Google tags so they behave correctly. Without a banner, Consent Mode has nothing to report.

### Will I lose data if people decline cookies?

You lose observed data for those visitors. Consent Mode lets Google model some of the missing conversions, and Google says advanced mode gives more detailed modelling than basic. You will never see every conversion, which is why tracking trends matter more than exact counts.

### Does Consent Mode work with the Meta Pixel?

No, it only controls Google tags. The Meta Pixel, LinkedIn Insight Tag and TikTok Pixel need to be held back by your consent platform or a consent trigger in Google Tag Manager. We set these up together so every tag follows the visitor's choice.

### How much does dijitul charge to set up Consent Mode v2?

Consent Mode v2 is included in our conversion tracking set-up at £145 + VAT one-off, alongside GA4 key events, Google Ads conversions and Meta Conversions API. Your consent platform subscription, if it has one, is paid to that provider.

### How do I check if Consent Mode is working?

Open your site in Tag Assistant and look at the consent tab for each event: you should see a default state of denied, then an update when you click accept or reject. Google Ads also shows consent mode diagnostics in the conversion action settings.

## Prices and contact

Prices (all from, + VAT; ad spend separate): Google Ads management £150 a month; Paid social (Meta, LinkedIn, TikTok) £150 a month; Social media management £125 a month; Email marketing £95 a month; Marketing automation set-up £195; SMS marketing £75 a month; GA4 set-up £95; Conversion tracking £145; Data Studio (Looker Studio) dashboard £145; Conversion rate optimisation £195 a month; Content marketing £195 a month; Consultancy, audits and strategy £45 an hour. All prices are "from" and exclude VAT. Ad spend is separate and paid directly to Google, Microsoft, Meta, LinkedIn or TikTok. Paid media management is from £150 a month or 10 to 15% of ad spend, whichever is higher. You own every ad account, pixel, audience and email list we set up. Contact: https://dijitulmarketing.co.uk/contact/ · 01623 650333 · info@dijitul.uk