Digital Marketing Academy · Lesson

Consent Mode and CMPs

Respect user choices.

Why Consent Mode Exists

Under GDPR and ePrivacy, you generally need explicit consent before setting non-essential cookies or sharing data for advertising. But blocking all tags when consent is denied means losing measurement entirely.

Google Consent Mode is a bridge: tags read the user's consent choices and adjust their behavior, sending either full data, privacy-preserving signals, or nothing at all.

The Consent Signals

Consent Mode v2 defines four key states. Two existed before: analytics_storage and ad_storage. Two were added for v2: ad_user_data and ad_personalization.

Each is either 'granted' or 'denied'. ad_user_data governs whether user data may be sent to Google for ads; ad_personalization governs whether it may be used for personalized advertising and remarketing.

Consent Mode v2 parameters
--------------------------------------
analytics_storage    -> GA4 cookies
ad_storage           -> ad cookies
ad_user_data         -> send data to
                        Google for ads
ad_personalization   -> use data for
                        remarketing

Values: 'granted' | 'denied'

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