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Consent Mode V2 – What do you need to know?


TLDR:  Starting March 2024, your advertising platforms, such as Google Ads and Google Analytics 4, will be restricted in what data they can collect from new EEA users without Consent Mode v2.


In the ever-evolving landscape of digital privacy, Google has introduced an enhanced version of its Consent Mode – Google Consent Mode V2. This updated tool is a pivotal step towards aligning with the stringent requirements set out by the Digital Markets Act (DMA), a landmark EU regulation.

So, what’s the big deal with Consent Mode V2? Well, it’s Google’s way of making sure your website and its users are on the same page when it comes to cookies. But here’s the twist: Consent Mode V2 is not just an upgrade, it’s a must-have and you need it by March 6, 2024, or you might just lose out on some serious measurement and personalisation features. No pressure, right?

What is Consent Mode?

Consent Mode is like the peacekeeper between websites and Google. As a feature of Google Tag Manager, it’s all about checking if users are okay with cookies and data tracking. It helps websites respect user privacy preferences by adjusting the behaviour of Google tags accordingly. For example, if a user declines cookie consent, Consent Mode steps in, allowing the tag to fire, but restricting the data that will be sent from the client.

What’s New?

So, you may be wondering what’s the difference. Not only does it ensure that you are up to date and compliant with GDPR and other new data privacy regulations. There are now two new players in the consent game: ad_user_data and ad_personalization and it all boils down to user consent.

ad_user_data is the gatekeeper for letting Google use your data for ads. Users must be all in and agree to share their info with Google, and that starts with a cookie consent banner.

Then there’s ad_personalization, the boss of deciding if your data gets used for those personalised ads (think remarketing). Same deal here – users got to give the green light through the Cookie Consent banner.

The OG Consent Mode tags (analytics_storage and ad_storage) were all about collecting data. But these new Consent Mode v2 tags? They’re stepping up the game, not just collecting data but also dishing out the details on how it’s used and shared.

What Happens If You Don’t Upgrade:

Picture this: March 2024 rolls around, and you haven’t upgraded to Consent Mode V2. Well, there are a number of features that will no longer be accessible, potentially the most impactful of which is the loss of remarketing. Between data being obscured and your services not knowing who to bid to, you’ll be on the back foot in this digital landscape.

Implementing Consent Mode

To swiftly and effectively implement Google Consent Mode V2, organisations are advised to collaborate with a Google-certified Consent Management Platform (CMP). Whilst also ensuring compliance with Google’s EU User Consent Policy and meeting legal requirements outlined in the privacy regulations of the EEA.

If you are running one of these CMP’s through Google Tag Manager, and already restricting your tags from firing based on consent, then it’s a quick-fix to get your Google Tags manoeuvred over to Consent Mode. just make sure you’re updated to the latest version and follow one of Google’s handily provided templates for success.

Although it is possible to implement consent mode through other platforms, the process is far less streamlined and compatibility cannot be guaranteed.

If you’ve got a personalised cookie consent notice, no worries! It can still team up with Consent Mode, but it might need a bit of extra integration effort. Our advice? Have a chat with the developers handling the setup; they’ll be the wizards who can guide you on how to make it happen.


In a world where rules change faster than you can say “cookie,” Google Consent Mode V2 is your golden ticket. It’s not just a tech upgrade; it’s your passport to compliance and keeping your digital strategy top-notch. So, don’t sleep on this – get Consent Mode V2 implemented!

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