Consent Mode v2 Guide

Google Consent Mode v2 adjusts how Google tags behave based on user consent for analytics storage, ad storage, ad user data, and ad personalization. As of 2024+, many advertisers need proper consent signals for European traffic and accurate measurement in Google Ads.

Your privacy policy and cookie banner must describe what fires before and after consent — mismatches create compliance and data-quality problems.

Implementation priorities

• Deploy a CMP or custom banner that sets consent defaults and updates on user choice.
• Pass consent state to gtag/GTM before tags load where possible.
• Document Google tags, Firebase, and remarketing pixels in your privacy policy.
• Test EEA traffic with denied vs granted consent.

Policy URL for ad platforms

Google Ads, lead forms, and OAuth apps require a privacy policy URL. Keep it hosted and updated when you change tag behavior or add new ad partners.