---
title: "What is Google consent mode v2? | Product Metrics"
description: "Consent mode passes each visitor’s consent choice to Google tags. Basic vs advanced mode, the v2 parameters and what it does to Google Ads conversions."
canonical: "https://www.productmetrics.io/glossary/consent-mode"
pageType: article
language: en
publisher: "Product Metrics"
author: "Berend Vrakking"
datePublished: 2026-11-13
dateModified: 2026-11-13
---

> Content index: https://www.productmetrics.io/llms.txt

# Consent mode

Consent mode is a Google tag and Google Ads feature that passes each visitor’s cookie and data consent choices to Google, so tags adjust what they collect.

## Consent mode example

One visitor declines every consent type:

| What happens | Basic consent mode | Advanced consent mode |
| --- | --- | --- |
| Google tags load | Only after the visitor uses the banner | When the page opens, with defaults set to denied |
| Sent to Google while declined | Nothing, not even the consent state | The consent state and measurements without cookies |
| Conversion modelling in Google Ads | A general model | An advertiser-specific model |

Neither mode writes advertising cookies for this visitor; they differ in what Google can model. Illustrative data.

## Put it into practice

- [Calculate it: POAS calculator](https://www.productmetrics.io/poas-calculator): Compare profit and revenue on the same ad spend.
- [Read the guide: Enhanced conversions vs server-side tracking](https://www.productmetrics.io/blog/enhanced-conversions-vs-server-side-tracking): How consent fits each way of sending purchases.

## Consent mode: one product and the whole account

Consent mode v2 has four consent types: ad_storage and analytics_storage for advertising and analytics cookies, plus ad_user_data (sending user data to Google for advertising) and ad_personalization (personalised advertising), added in v2. Google Ads Help says ad_user_data is required for measurement such as enhanced conversions.

For one order, consent decides what the tag may send: with ad_user_data denied, conversion pings go out without cookies. Across an account, Google fills part of the gap with conversion modelling; modelled conversions appear in the Conversions column and feed bidding.

Full Signal Tracking reads the visitor’s consent choice before sending anything and respects Consent Mode v2: ad_storage, ad_user_data and ad_personalization. Declined consent stays declined. It is GDPR-ready: customer data is hashed before it leaves our server.

## Consent mode: common mistake

Treating consent mode as a consent banner. Google Ads Help says it provides no banner: you collect the choice with a banner or consent management platform, and consent mode passes it on.

## Consent mode: questions

### How much conversion data do I lose with consent mode v2?

It depends on how many visitors decline; Google publishes no fixed loss rate. Google Ads Help says that, on average, modelling recovers more than half of the ad-click-to-conversion journeys lost, and advanced settings about twice as much.

### Does consent mode v2 affect Smart Bidding?

Yes, through the conversions it learns from: declined consent means fewer observed conversions, and modelling fills part of the gap. Modelling needs traffic; one Google Ads Help page names 700 ad clicks over 7 days per country and domain, another applies its click threshold to basic mode only.

### How do I implement Google consent mode v2 for Google Ads conversions?

Set a default consent state on every page before any tag sends data, then update it when the visitor chooses. Then pick basic mode, where tags wait for the banner, or advanced mode, where they load with denied defaults.

### Do I need consent mode v2 for Google Ads in Europe?

Yes, for measurement, ad personalisation or remarketing on EEA traffic: Google Ads Help says you must collect consent from EEA end users and share consent signals with Google. Full Signal Tracking is GDPR-ready: it respects Consent Mode v2 and hashes customer data before it leaves our server.

## Sources

- [Google for Developers: Consent mode overview](https://developers.google.com/tag-platform/security/concepts/consent-mode)
- [Google for Developers: Set up consent mode on websites](https://developers.google.com/tag-platform/security/guides/consent)
- [Google Ads Help: About consent mode](https://support.google.com/google-ads/answer/10000067)
- [Google Ads Help: Consent mode reference](https://support.google.com/google-ads/answer/13802165)
- [Google Ads Help: Updates to consent mode for traffic in European Economic Area (EEA)](https://support.google.com/google-ads/answer/13695607)
- [Google Ads Help: About consent mode modeling](https://support.google.com/google-ads/answer/10548233)
- [Google Ads Help: How to improve your modeling](https://support.google.com/google-ads/answer/12445060)

## Keep reading

- [Enhanced conversions](https://www.productmetrics.io/glossary/enhanced-conversions): Hashed customer data that needs ad_user_data.
- [Smart Bidding](https://www.productmetrics.io/glossary/smart-bidding): Bid strategies that learn from modelled conversions.
- [Full Signal Tracking](https://www.productmetrics.io/server-side-tracking): GDPR-ready purchases to Google Ads and Meta, with consent.
- [Shopify server-side tracking](https://www.productmetrics.io/platforms/shopify): Shopify Customer Privacy choices reach Google Ads as Consent Mode v2 signals.
- [Shopware 6 server-side tracking](https://www.productmetrics.io/platforms/shopware): Choices in Shopware’s cookie manager reach Google Ads as Consent Mode v2 signals.

---

Written by Berend Vrakking, founder of Product Metrics. Last updated 2026-11-13.

HTML version: https://www.productmetrics.io/glossary/consent-mode