Google Consent Mode
Google Consent Mode is an interface from Google through which website tags such as Google Analytics or Google Ads automatically adjust their behaviour to the consent granted or refused through a consent management platform.
In practice
Where no consent has been given, Consent Mode supplies only modelled, non-personal estimates instead of exact user data. Since March 2024 Google has required version 2 of websites in the European Economic Area that use certain Google advertising products – without correct implementation, remarketing and conversion measurement face restrictions.