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Google Consent Mode V2: a crucial update for webmasters and marketers

This article is useful if you want to work with European Union countries.

As March 2024 approaches, it is imperative for website owners and marketers to understand and implement Google Consent Mode V2. This update goes far beyond a simple update; it is a compliance necessity for everyone operating in the Google ecosystem.

What's new in Google Consent Mode V2?

In this version, Google has introduced two essential parameters:

  • “ad_user_data”
  • “ad_personalization

These adjustments aim to grant more control over the use of user data for advertising and personalised ads, thereby strengthening privacy measures. These developments mark a significant step forward in the online privacy game 😉.


If you’re at a loss when it comes to using Google tools, wizAcom can help you comply!

Two implementation modes: basic and advanced

Google’s new version of consent offers two distinct approaches: Basic Mode and Advanced Mode.

In Basic Mode, tags are only triggered if users accept cookies, thus avoiding any data collection without consent.

Advanced Mode, which is more nuanced, allows for anonymous pings without cookies, enabling data modelling even in the absence of user consent. This is useful for retrieving data for Google Ads and GA4

Cookie consent banner and compatibility

A compliant cookie consent banner is essential to remain compliant with Google’s V2 consent system. Fortunately, popular platforms such as OneTrust and Usercentrics are already compatible with Consent Mode V2 (CMv2), providing an out-of-the-box solution for users of these platforms.

Google Consent Mode V2 and server-side monitoring

Even with server-side tracking, user consent is still essential. Therefore, it is crucial to adjust #GoogleTagManager configurations to align with Google Consent Mode V2 requirements, ensuring full compliance.

Consult legal experts for "Advanced Consent Mode"

Although “Advanced Consent Mode” can improve data quality, it is strongly recommended that you consult legal experts to assess the legality of collecting data without explicit consent.

This precaution is particularly important to avoid any potential risk to your brand’s image, especially among users who are concerned about confidentiality.

With wizAcom, stay compliant and informed with Google Consent Mode V2!

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