Google Consent Mode

Note: Google is committed to protecting the confidentiality and security of your data. We'll keep your data confidential and secure using the same industry-leading standards we use to protect our own users’ data. We only report aggregated conversions. You can read more about how we use your consent mode data.

When you enable consent mode, Google measurement products ensure that a visitor’s consent mode state is preserved across the pages they visit.

You can implement consent mode on your website or app in either of two ways: basic or advanced.

When you implement consent mode in its basic version, you prevent Google tags from loading until a user interacts with a consent banner. This setup transmits no data to Google prior to user interaction with the consent banner. When the user grants consent, Google tags load and execute the consent mode APIs. The tags send the consent states to Google in the following order:

However, when the user doesn’t consent, no data is transferred to Google at all – not even the consent status. Google tags are completely blocked from firing. Consent mode's conversion modeling in Ads is then based on a general model.

When you implement consent mode in its advanced version, Google tags load when a user opens the website or app. The tags load the consent mode API and do the following:

This implementation enables improved modeling compared to the Basic one as it provides an advertiser-specific model as opposed to a general model.

The complete explanation of how Google's consent mode works is available in the following link: https://support.google.com/google-ads/answer/10000067