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
Google distinguishes between two variants: in basic mode the Google tags are blocked until the user decides, and if consent is refused no data is transmitted to Google at all. In advanced mode the tags load with the default setting "denied" and send cookieless signals even without consent, from which Google models conversions. Which variant is used has a noticeable effect on data quality – and has to be assessed separately under data protection law. 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.