Lesson 3 of 10
Consent Mode V2 Explained
Consent ModeConsent ModeGoogle's framework for adjusting how tags behave based on consent signals, rather than simply blocking them when consent is denied. is Google's system for adjusting tag behavior based on consent, rather than simply blocking tags. Google tags read four signals and change what they do accordingly.
The four signals
analytics_storageanalytics_storageA Consent Mode signal that controls whether analytics cookies (like GA4's _ga cookie) can be set., analytics cookies.ad_storagead_storageA Consent Mode signal that controls whether advertising cookies can be set., advertising cookies.ad_user_dataad_user_dataA Consent Mode v2 signal that controls whether a user's data (such as a hashed email) may be sent to Google for advertising., sending user data to Google for ads.ad_personalizationad_personalizationA Consent Mode v2 signal that controls whether a user's data may be used for personalized advertising and remarketing., personalized advertising.
You set defaults (usually denied) before anything loads, and the CMP pushes an update when the user chooses. Under denial, Google tags can still send cookieless pings, and Google uses modeling to estimate the conversions you cannot observe.
Defaultdenied→User choicevia CMP→Updategranted/denied→Tags adjust
Key takeaway
Consent Mode does not just block tags, it changes how they behave. Set denied defaults first, then let the CMP update the signals.