Google Consent Mode is a Google framework that adjusts how Google tags, such as GA4 and Ads, behave based on a user's consent choices. Version 2 uses four signals: analytics_storage, ad_storage, ad_user_data, and ad_personalization.
Category
Privacy
Also known as
Consent Mode; Consent Mode v2
In its version 2 form, Google requires it for EEA traffic to keep using applicable Google measurement, ad personalization, and remarketing features. When consent is denied, tags can send privacy-preserving pings instead of setting cookies, and behavior differs by basic versus advanced setup, so modeling is not uniform across implementations.
In practice
Consent Mode is a Google-specific layer, not your whole consent architecture. It has to read from the same single consent source of truth as every other tool, or your Google reporting and your actual permissions will drift apart.
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