Consent mode (v2)

Google consent mode is the API through which your consent banner (CMP) tells Google's tags what each visitor agreed to. Version 2 added two required signals (ad_user_data and ad_personalization) on top of ad_storage and analytics_storage, and since March 2024 Google requires them for ads measurement and audience features covering EEA users.

#Basic blocks; advanced models

Consent mode ships in two implementations, and the choice decides what happens to your numbers. Basic blocks Google tags entirely until consent. A denied visitor simply vanishes. Advanced lets tags send cookieless, unidentified pings for denied visitors, which Google feeds into conversion modeling: the denied visitor comes back as a modeled conversion instead of a missing one. The signal impact is direct: under basic, your conversion counts drop by roughly your consent-denial rate; under advanced, part of that loss returns as modeled estimates in your reports. Many CMP default configurations quietly make this choice for you.

In practice: Buron's warehouse receipts compare modeled-vs-observed conversion shares, so you know what consent mode is actually doing to your numbers instead of guessing.

Deploying v2 without flying blind (including the basic-vs-advanced call) is the full guide: Consent Mode v2 without losing your signal. What consent-blocked signal does to platform discrepancies appears in Why your GA4 and Google Ads conversions don't match, and the territory routes from Conversion tracking & signal quality.