Definitions
What is Google Consent Mode v2?
A required framework for adjusting how Google tags behave based on the user's cookie consent choices, especially critical for European (EEA) compliance.
Consent Mode v2 is no longer optional if you want to run retargeting campaigns in the European Economic Area (EEA) or UK. It acts as an API between your cookie banner (Consent Management Platform) and your tracking tags.
Basic vs. Advanced Mode
- Basic Consent Mode: If a user denies cookies, no Google tags fire at all. Zero data is sent.
- Advanced Consent Mode: If a user denies cookies, Google tags still fire, but in a strict "cookieless" ping state. This allows GA4 to model conversions without tracking the specific user, preserving overall reporting accuracy.
The v2 Updates
V2 introduced two new mandatory parameters: ad_user_data (consent to send user data for ads) and ad_personalization (consent for remarketing). If your GTM container isn't passing these correctly, Google Ads will suspend your audience lists.
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