Consent Mode v2
Also known as Google Consent Mode · CMP · cookie consent
Google's framework for adjusting how its tags behave based on a visitor's cookie consent, signaled by ad and analytics consent parameters.
What it is
Consent Mode v2 is Google's API for passing a user's consent choices to GA4, Google Ads, and GTM through signals such as ad_storage, analytics_storage, ad_user_data, and ad_personalization. It is typically driven by a Consent Management Platform (CMP) like Cookiebot or OneTrust that shows the cookie banner and stores the user's decision.
Why it matters
In the EEA and UK, Consent Mode v2 is required for Google advertising and audience features, and missing it can degrade conversion measurement and remarketing. Properly wired consent keeps you compliant with privacy law while preserving as much modeled analytics and conversion data as the rules allow.
How to verify
Open DevTools and inspect tag requests for gcs and gcd consent parameters, or use GTM Preview and Tag Assistant to see the consent state before and after a banner choice. A CMP banner appearing on first visit and tags respecting Denied states confirm it is working.
How to fix
Install a Google-certified CMP, configure it to set default and updated consent states for all four signals, and load consent defaults before any Google tags fire. Test both accept and reject paths to confirm tags only store cookies when consent is granted.
Related terms
- Google Analytics 4Google's current web and app analytics platform, identified by a G-XXXX measurement ID and loaded via the gtag.js tag.
- Google Tag ManagerA free tag management system that loads and controls marketing and analytics tags from one container, identified by a GTM-XXXX ID.
- Legal Pages PresentPrivacy Policy, Terms of Service, and a Cookie/consent page are published and linked, typically from the footer.
- Conversion Event TrackingMarking the high-value actions on your site—form submits, purchases, signups—as GA4 key events so they can be measured and optimized.
Official references
External, opens in a new tab.
Put this into practice.
Work through every check by hand and turn it into a shareable GEO Score report — or scan your site automatically in seconds.