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Consent Mode V2 – introduction guide.

We have important news! Google introduced Consent Mode V2 as a new feature to enhance user privacy controls and ensure compliance with various data protection regulations, such as GDPR. What does this functionality do? It allows advertisers to adjust the behavior of Google tags based on user consent for cookies and other tracking technologies.

What is the role of Consent Mode V2?

Consent Mode serves as a mechanism to activate Google tracking codes while conveying the user’s current consent status to the code. This ensures that systems like Google Ads are informed about the level of consent granted for data processing, enabling them to operate within the permitted parameters.

It gives us enhanced user privacy and customized ad optimization. Firstly, Consent Mode provides a means for advertisers to honor user preferences regarding consent for data collection and processing, thereby prioritizing user privacy. Also, it allows advertisers to still benefit from personalized ad optimization while respecting privacy preferences.

What is the difference between Content Mode V1 and V2?

The most important change is that the first variant of Consent Mode was only recommended, but V2 becomes mandatory from March 2024 for all users utilizing Google Marketing Platform advertising tools, including Google Ads.

What happens if you don’t implement Content Mode V2?

Failure to implement Consent Mode will result in the blocking of personalized ads, including remarketing efforts. Additionally, Google intends to block conversion tracking in such cases. Other adjustments can be seen as minor technical tweaks that are unlikely to have a significant impact on data quality. Another result of not implementing this can be considered a GDPR violation, therefore it can come with a fine.

Is there a deadline for implementing Content Mode V2?

Yes! By early March 2024. Implementation of this feature is essential by this date to avoid audience degradation – they will not be able to be populated for Observation, Remarketing, Exclusion or New Customer Acquisition.

Digital Markets Act.

The Digital Markets Act is an EU regulation aimed at ensuring fair regulation of digital markets in Europe while preserving competitiveness. It establishes a new category of entities called gatekeepers, which include major search engines, social media platforms, and messaging services. Notable gatekeepers as of January 2024 include Alphabet (Google, YouTube), Amazon, Apple, ByteDance (TikTok), Meta (Facebook, Instagram, WhatsApp), and Microsoft (Bing, LinkedIn). Violations can lead to penalties of up to 20% of annual revenue. Gatekeepers are obligated to obtain required consent before processing data.

How to implement Consent Mode?

Consent Mode V2 offers two implementation options: Basic and Advanced. Each option presents both benefits and risks in terms of GDPR compliance and tracking practices (you could consult your legal team to make an informed decision regarding the type of implementation).


The Basic option entails withholding data transmission to Google until the user consents via the cookie banner. While this may result in some data loss due to tags being blocked prior to consent, the GDPR-related risks are relatively limited.

On the other hand, the Advanced option involves sending anonymized data to Google before the user provides consent through the cookie banner. Although data loss implications are minimal with Advanced implementation, GDPR compliance requires thorough research and explicit approval from your legal team.

Updating the cookies banner.

This process can be carried out together with the legal and development team. It involves the use of a Consent Management Platform (CMP) that is a Google certified partner or of alternative solutions that involve changes in the platform / on the cookies banner, as well as in the tags on the website.

For all of this, our team will be at your disposal with explanations and clarifications, as well as all the technical support necessary to implement Consent Mode V2 in the most efficient way.

If we have an admin in Google Tag Manager containers and you opt not to use a Google partner CMP, you’ll need to update your cookie banner accordingly. Following these updates, specific tags will ensure parameter translation for Google recognition. Implementing Consent Mode V2 in a custom CMP may require longer implementation time, potentially hindering implementation if using a third-party CMP without Consent Mode V2. To expedite implementation, consider implementing the “consent mode” portion through GTM via a Google partner CMP.

After implementing Consent Mode V2, updates to Google Analytics 4 and Google Ads tags within containers will align with the new consent settings. Communicate your CMP, website ID, and implementation method preference (Basic or Advanced) for us to facilitate implementation via Google Tag Manager. While we’ll manage implementation through GTM, explicit agreement on the chosen implementation method is required. Ultimately, the decision on implementation method rests with your dev and legal teams, with our support and recommendations considering implications for Google Ads Performance Media campaigns.


If you wish to continue advertising in Google Ads from March 2024, you will need to implement Consent Mode V2. We can help you prepare your website to meet the new regulations ahead of time, simplifying your work.

If you need technical support for implementing Consent Mode V2, leave us a message.


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