● The short answer
Google Consent Mode passes each visitor's cookie consent choices to Google tags, so Analytics and Google Ads adjust what they collect. Google requires it in practice for advertisers using measurement, personalization or remarketing with visitors from the European Economic Area. US-only businesses are not strictly required to use it today, but it is good practice as state privacy laws spread.
Key takeaways
- Consent Mode passes visitors' consent choices to Google tags so they adjust what they collect.
- Google requires consent collection and signals for EEA users to keep measurement, personalization and remarketing.
- Consent Mode v2 added the ad_user_data and ad_personalization signals.
What Consent Mode does
Consent Mode is a way for your consent banner to tell Google's tags what a visitor agreed to. Instead of a tag either firing fully or not at all, the tag adjusts its behavior based on the visitor's choice. Google's documentation lists the key signals, including:
- ad_storage and analytics_storage: whether cookies can be used for advertising and analytics.
- ad_user_data: whether user data can be sent to Google for advertising.
- ad_personalization: whether data can be used for personalized advertising, including remarketing.
The last two were added in what is usually called Consent Mode v2.
The how is where we come in.
What we walk through with you, for your business:
- Who needs it
- Basic vs. advanced Consent Mode
- How to set it up
- Our take
Every business is different, so the plan is too. Tell us where you want to show up and we will show you what it takes.
Talk to usMore questions
Will Consent Mode reduce my conversion numbers?
Observed conversions usually drop somewhat when some visitors decline cookies, because tags collect less. In advanced mode, Google can model some of the missing conversions, which narrows the gap. Note the date you implement it in your reporting so a change in numbers is not mistaken for a change in performance.
Do I need a cookie banner in the US?
It depends on your state, your audience and what data you collect. Several US states have privacy laws that give consumers rights over targeted advertising data. Many US sites now show banners or opt-out links as a precaution. Check with a lawyer who knows privacy law, since requirements keep changing.
Sources
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