According to an official announcement from Google, the deadline for using Google Consent Mode v2 for certain websites and apps will be early 2024, in March.
As mentioned on our dedicated Google Consent Mode v2 page, all websites and apps targeting users within the EEA and the UK must enable Google Consent Mode v2. The fastest and safest way is to use a Google certified consent management platform like consentmanager .
In this guide, we’ll show you how to implement Google Consent Mode v2 with our certified consent management platform, where to find it in your dashboard, and how to use the simple or advanced implementation method.
Short on time? Ready to get started implementing Google Consent Mode v2?
How to implement Google Consent Mode v2
The Google Consent Mode v2 update comes with two new parameters introduced to better comply with the EU’s own user consent policy . Users must add the following parameters in addition to the existing ad_storage and analytics_storage parameters:
ad_user_data, which defines consent to sending advertising-related user data to Google
ad_personalization, which sets an opt-in for personalized ads.
For more information, see the Google Developer Guidelines here: https://developers.google.com/tag-platform/security/guides/consent
However, the first steps are very simple. consentmanager has done most of the work for you, all you have to do is activate it in your dashboard, do a few quick clicks here and there and you’re done.
Step 1: Enable Google Consent Mode v2 in your consentmanager dashboard
Go to your CMP dashboard → Click on “CMPs” → Go to “Integrations” → Enable Google Consent Mode → Customize further if necessary by scrolling down the page → Click “ Save Changes”.
Step 2: Add the relevant Google Vendors
In your consentmanager Dashboard under CMPS go to the “Vendors” section located on the left side of your dashboard → Click “Add Vendor” → Add Google Ads and Google Analytics to your vendor list → Now assign Assign a purpose to each provider by clicking on the drop-down list
Step 3: Enable consent in Google Tag Manager
In Google Tag Manager, go to the admin area → click on “Container Settings” → under Additional settings activate the option “Enable consent overview” → now go to the Tags area to view the details of the consents for each tag and update the tags you want to use for Consent Mode. Detailed step-by-step instructions can be found here .
Step 4: Check if Consent Mode works
Read our detailed guide to find out how you can do that.
Basic vs. Advanced implementation
Google explains that the Google tags triggered as part of Google Consent Mode v2 behave in accordance with the user’s consent decision. You can decide how you want these tags to behave in detail using the two options Google provides, the Basic and Advanced implementations. The key difference is that the Advanced implementation uses the behavioral modeling feature in GA4, while the Basic implementation does not. In behavioral modeling, Google uses machine learning, which means that the behavior of a user who rejects cookies for analytics purposes is modeled after the behavior of a user who accepts cookies for analytics purposes. For users who depend on the collection of this data, this can be an additional benefit.
Google Additional Consent v2 (AC2)
There were further changes to Additional Consent v2, which were already introduced on December 6, 2023. Google has added some additional consent specifications, mostly related to consent strings, to support vendors. These additional consent specifications are intended for CMPS and partners who wish to add additional consents for vendors operating on the Google Ad Tech Provider List (ATP), but are not yet listed on the IAB Europe Global Vendor List (GVL), for use in conjunction with the IAB Europe Transparency & Consent Framework (TCF) v2.