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Google Consent Mode v2
How to update to Consent Mode v2
How to update to Consent Mode v2

This article will introduce you to Consent Mode v2 in general and different ways Cookie Information offers for its implementation.

Rebecca avatar
Written by Rebecca
Updated over a week ago

What is Consent Mode v2?

Consent Mode v2 (CMv2) is the updated mechanism by Google that allows businesses to adjust the functionality of Google tags based on user consent for ads and analytics cookies. This ensures that tracking for advertising campaigns occurs only with user consent, as signalled through CMv2.

CMv2 processes the consent preferences of your users obtained through your consent pop-up. It adjusts the functioning of Analytics, Ads, and third-party tags responsible for creating or accessing cookies based on these preferences.

In cases where visitors decline consent, instead of saving cookies, tags transmit signals to Google. For users using Google Analytics 4, Google compensates for the absence of data collection by utilising conversion modelling and behavioural modelling.

Basic vs Advanced Mode

There are two different modes available in this version: Basic and Advanced. Our solution can be used to implement either one.

Important! It is important to note that to continue to use Google Advertisement products after March 2024, you have to at least have the basic mode implemented. The advanced mode is optional.

In the basic consent mode implementation, no information from users is collected at all, not even consent status. However, in the advanced consent mode implementation, Google tags are loaded before users are presented with the consent pop-up and Google collects cookieless data that lack personal identifiers.

Benefits of Consent Mode v2

There are many benefits to utilising CMv2, here are just a few:

  • It enriches your conversion data through conversion modelling for the users who do not grant consent.

  • It helps advertisers recover some of the data lost when users reject cookies, improving the quality of the bidding algorithms and measurement capabilities.

  • It gives the ability to continue using Google Advertisement products including Google Ads past March 2024.

To read more about Consent Mode and how updating to version 2 could help you get more out of your website, please see our blog post.

Read more about the top 10 questions and why it is a must-have for a successful marketing strategy

How to implement

We offer three different ways of implementing the Consent Mode v2:

  1. If you are using our WordPress plugin, use our guide for Consent Mode v2 implementation in WordPress

  2. If you are using Google Tag Manager, you might want to use our Google Tag Template guide.

  3. Google Consent Mode v2 can also be simply implemented by changing the uc.js script and consent pop-up template.

  4. There is also a dedicated Shopify guide available.


How to check if the consent mode was implemented correctly

If you'd like to verify your implementation, you can follow our guide here.

GTM Consent Types

All of the consent types are set to 'denied' by default. The two new consent types, ad_user_data and ad_personalization, are based on the same trigger as ad_storage, which is Marketing.

Consent Type


Consent Category


Enables storage (such as cookies) related to advertising



Enables storage (such as cookies) related to analytics e.g. visit duration



Enables storage that supports the functionality of the website or app e.g. language settings



Enables storage related to personalization e.g. video recommendations



Enables storage related to security such as authentication functionality, fraud prevention, and other user protection



Sets consent for sending user data related to advertising to Google.



Sets consent for personalized advertising.


If you have questions about this article or v2, please don't hesitate to reach out to us. You can do so by starting a chat with our chatbot in the bottom right-hand corner or by emailing us at

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