Since March 2024, Google Consent Mode v2 is mandatory for all websites using Google Ads, Analytics, or other Google services and wanting to run ads in the EU. Here's what you need to know.

What is Google Consent Mode?

Google Consent Mode is a technology that allows adjusting the behavior of Google tags based on the user's consent status. Without consent, no cookies are set, but Google can still capture anonymized conversion data.

What's new in Version 2?

Google Consent Mode v2 introduces two new parameters required for personalized advertising and user insights. Without these signals, you lose access to important advertising features from March 2024.

  • ad_user_data: Consent to send user data to Google for advertising purposes
  • ad_personalization: Consent for personalized advertising (remarketing)
  • analytics_storage: Storage of analytics cookies
  • ad_storage: Storage of advertising cookies

Why is it mandatory?

Google requires verifiable consent signals for all users in the European Economic Area (EEA). Websites without proper Consent Mode v2 setup can no longer build remarketing lists and lose conversion data.

Technical implementation

Implementation requires a CMP that is certified with Google or correctly sends consent signals via gtag.js or Google Tag Manager. Signals must be set BEFORE Google tags are loaded.

Basic vs. Advanced Mode

In Basic Mode, Google tags are only loaded after consent. In Advanced Mode, tags load immediately but behave cookieless without consent. Advanced Mode enables better conversion modeling by Google.

How Biscotti helps

Biscotti automatically sends all required consent signals to Google. No manual configuration needed – our native integration detects your Google tags and transmits the correct status in real-time.

Google Consent Mode v2 is not optional – it's mandatory. Biscotti makes implementation easy and ensures you don't lose advertising insights.