Google Consent Mode v2 for Consent Management
Connect your consent management platform with Google Consent Mode v2 to manage consent signals across GA4, Google Ads, and Google Tag Manager.
No credit card required · Quick implementation
Connect User Consent With Google Analytics & Advertising
Google Consent Mode v2 is a privacy-focused framework that communicates a user's consent choices to Google tags and adjusts how Google Analytics, Google Ads, and other supported Google services process data.
Collect consent through your ConsentX banner, communicate the visitor's consent state to Google, and allow supported Google tags to adapt their behavior based on that choice.
What Is Google Consent Mode v2?
Google Consent Mode v2 is Google's framework for adjusting the behavior of Google tags based on a visitor's consent choices.
It allows websites to communicate consent signals for advertising and analytics to Google. Supported Google tags can then adjust how they collect and use data depending on whether consent has been granted or denied.
ConsentX acts as the consent management platform that captures the visitor's choices and helps communicate the appropriate consent state to supported Google technologies.
Why Use Google Consent Mode v2 With ConsentX?
Your cookie consent banner and your analytics or advertising tags need to work together.
Without that connection, a visitor may make a privacy choice that isn't properly reflected in the behavior of your Google tags.
ConsentX connects the two.
1. Capture Visitor Consent Preferences
The visitor selects their privacy preferences through the ConsentX banner.
2. Consent State
ConsentX maps the relevant choices to Google Consent Mode signals.
3. Google Tags
Supported Google tags adjust their behavior based on the consent state.
4. Measurement
Where permitted, Google can use consented measurement data. Depending on the implementation and consent state, Google may also use cookieless measurement and modeling features.
Google Consent Mode v2 Consent Signals
Consent Mode v2 adds two advertising-related consent signals to the original consent types. Each signal is a simple granted or denied state that tells supported Google tags what the visitor allowed.
ConsentX maps your cookie categories to these four parameters, so a visitor's choice in the banner becomes the consent state Google tags read. Consent Mode adjusts how Google tags behave, while prior script blocking keeps non-essential third-party scripts from running at all before consent.
ad_storage
controls advertising-related cookie storage
analytics_storage
controls analytics-related cookie storage
ad_user_data
controls sending user data to Google for advertising purposes
ad_personalization
controls personalized advertising
How to Implement Google Consent Mode v2 With ConsentX
- 01
Capture Consent
ConsentX displays a customizable consent banner and allows visitors to make granular privacy choices.
- 02
Set Default Consent States
Before any Google tag runs, ConsentX declares the default consent state for each parameter, and maps your cookie and privacy categories to the matching Consent Mode signals.
- 03
Update Google Consent Signals
When the visitor makes a choice, their consent state is communicated to supported Google tags, and ConsentX records the decision for your privacy management and audit workflows.
- 04
Measure With Consent-Aware Google Tags
Google tags adjust their behavior based on the consent signals received, so measurement reflects what each visitor actually allowed.
Google Consent Mode v2 for GA4
ConsentX maps your analytics cookie category to analytics_storage, so GA4 receives the visitor's analytics consent state as part of the same consent decision captured by the banner.
When analytics consent is granted, GA4 tags behave normally. When it is denied, supported Google tags adjust their behavior instead of being treated the same for every visitor. Depending on the Consent Mode implementation you choose and Google's own requirements, Google can also use cookieless signals and modeling to help address gaps left by declined consent.
Google Consent Mode v2 With Google Tag Manager
ConsentX works with Google Tag Manager, gtag and direct tag implementations. In GTM, the consent state ConsentX sets is read by the built-in consent checks on your tags, so a tag only fires in the way the visitor's consent allows.
Because the consent state is managed centrally in ConsentX, you configure categories and regional rules once rather than maintaining separate consent logic on individual tags.
Key Capabilities
Consent Mode v2 Integration
Connect ConsentX with Google's consent framework and communicate relevant consent states to supported Google tags.
Four Core Consent Signals
Manage the consent states associated with:
ad_storage · analytics_storage · ad_user_data · ad_personalization
These signals help distinguish advertising storage, analytics storage, advertising-related user data, and personalized advertising preferences.
Google Analytics Support
Connect consent preferences with Google Analytics so supported tags can adjust their behavior based on the visitor's analytics consent.
Google Ads Support
Communicate relevant advertising consent signals to supported Google Ads technologies.
Consent-Aware Tag Behavior
Supported Google tags can modify their behavior based on the visitor's consent state rather than treating every visitor the same way.
Regional Consent Configuration
Configure consent experiences based on jurisdiction and apply appropriate consent settings to visitors in different regions.
Basic & Advanced Implementation Support
Google provides Basic and Advanced Consent Mode implementations. Basic mode prevents Google tags from loading until the visitor interacts with the consent banner, while Advanced mode can load tags with default consent states and adjust their behavior based on subsequent choices.
Consent Records
Maintain a record of the consent decision captured by ConsentX, including relevant policy and preference information.
Centralized Management
Manage consent banner configuration, regional rules, cookie categories, and Google consent settings from one platform.
Benefits of Google Consent Mode v2
Respect User Privacy Choices
Connect the visitor's consent decision with supported Google technologies so their preferences can influence tag behavior.
Reduce Manual Tag Management
Centralize consent configuration instead of managing separate consent logic across multiple Google tags and websites.
Improve Measurement Continuity
Depending on the Consent Mode implementation and applicable consent state, Google can use consent-aware measurement and modeling capabilities to help address gaps caused by users declining consent.
Support Privacy-Focused Advertising
Consent Mode provides signals that help Google determine whether advertising-related data and personalization are permitted.
Create a Consistent Consent Experience
Give visitors one clear privacy experience while connecting their choices with Google Analytics and advertising technologies.
Scale Across Websites
Manage consent and Google integrations across multiple websites, brands, and regional configurations.
Strengthen Privacy Governance
Maintain consent records and configuration information alongside your broader consent management workflow.
How Teams Use Google Consent Mode v2
Marketing Teams
Connect advertising consent with Google Ads while maintaining a privacy-conscious measurement strategy.
Use it to:
- Manage advertising consent
- Support conversion measurement
- Configure personalized advertising preferences
- Coordinate consent with campaign tracking
Analytics Teams
Connect analytics consent with Google Analytics and understand how consent affects measurement.
Use it to:
- Manage analytics storage consent
- Configure Google Analytics consent behavior
- Monitor consent-related measurement changes
- Work with consent-aware measurement and modeling
Privacy & Compliance Teams
Maintain control over how consent is collected and communicated to Google technologies.
Use it to:
- Review consent configurations
- Manage regional requirements
- Maintain consent records
- Support privacy audits
- Coordinate privacy and marketing requirements
Developers & Tag Managers
Reduce the need to build separate consent logic into every Google tag.
Use it to:
- Configure consent states
- Integrate ConsentX with Google Tag Manager
- Manage consent checks
- Test Google tag behavior
- Maintain centralized consent configuration
Google notes that supported Google tags have built-in consent checks, while other tags can be configured with consent checks in Google Tag Manager.
Google Consent Mode v2 for Global Websites
Different regions can have different consent requirements.
ConsentX allows teams to configure regional consent experiences and connect those choices with Google Consent Mode.
Google's own documentation highlights geographic configuration as one of the capabilities available with Advanced Consent Mode.
Create region-aware configurations for visitors across:
Frequently Asked Questions
Connect Consent With Google Consent Mode v2
Give visitors meaningful control over their privacy while helping your marketing and analytics teams work with consent-aware Google technologies.
ConsentX provides technology for consent management and enforcement. Your organization's legal obligations depend on applicable laws, jurisdictions, and processing activities.