Introduction
Since March 1st, 2024, using Google Consent Mode v2 is not just recommended—it’s mandatory for any advertiser using Google Ads in the European Economic Area. While Consent Mode has been around for a while, version 2 introduces stricter enforcement and deeper integration with Google’s tracking ecosystem.
In this article, we break down what Consent Mode v2 is, how it works with Cookiebot, what happens if you don’t implement it, and how it helps you preserve valuable data even when users decline cookies.
What Is Google Consent Mode v2?
Consent Mode v2 is a framework by Google that lets you communicate the consent status of users back to Google. Based on the consent given (or not), it dynamically adjusts how Google tags like GA4 and Google Ads behave.
If you don’t implement Consent Mode v2 correctly, Google now assumes all users have denied consent by default—which can cripple your advertising and analytics setup.
Key parameters involved:
ad_storageanalytics_storagead_user_data(NEW)ad_personalization(NEW)
Each of these parameters has a value of either granted or denied. Based on these, Google controls whether cookies are stored, whether data is used for personalization, and how conversion tags behave.
What Happens If It’s Not Implemented?
If Consent Mode v2 is missing or misconfigured, here’s what happens:
- 🚫 No more usable conversion data in Google Ads – your conversion and remarketing tags will no longer function correctly.
- 🚫 GA4 stops collecting cookie-based user data – meaning loss of ad audiences and session-level insights.
- 🚫 Google assumes ‘denied’ by default – even if the user might have accepted cookies via another CMP.
Bottom line: your campaigns become less effective, your data becomes fragmented, and your legal compliance is at risk.
Why a Good CMP Like Cookiebot Is Now Crucial
Previously, a cookie banner was mainly there for GDPR compliance. Now it’s also a technical necessity. Without a tool like Cookiebot to register, manage and forward consent accurately:
- Your tags won’t behave properly
- Your site may unintentionally block critical data
- You miss out on Consent Mode’s most powerful feature: data modeling
Enriching Data Even Without Consent
Consent Mode v2 enhances tracking accuracy by adjusting how tags behave—even when users reject all cookies. This is done through modeling, powered by Google’s AI.
✔ Conversion modeling
When a user doesn’t consent, Google uses context (device type, browser, time of day, etc.) to estimate conversions based on patterns from similar users who did consent.
✔ Behavioral modeling
Google also models user behavior (like sessions, bounce rates, funnel progressions) based on the actions of users with similar profiles.
✔ Granular consent options
Consent Mode v2 gives you more control over what’s collected and how it’s used, aligning better with GDPR and the Digital Markets Act.
Basic Mode vs. Advanced Mode
| Mode | Description |
|---|---|
| Basic | Collects data only from users who give explicit consent. No modeling. |
| Advanced | Sends anonymized pings even without consent, enabling modeling for conversions and behavior. Much more complete. |
At Modobeam, we recommend Advanced Mode for clients using Google Ads and GA4—it gives you the best data with the least loss.
How Cookiebot + Consent Mode v2 Work Together
Cookiebot handles:
- Displaying the cookie banner
- Grouping cookies into categories (e.g. analytics, marketing)
- Storing user preferences
- Forwarding those preferences to Google Consent Mode via GTM or
gtag
This setup keeps your site compliant, while Consent Mode ensures dynamic behavior of tags, modeling, and data preservation.
Summary of Benefits
- ✅ Complies with GDPR, ePrivacy, and DMA
- ✅ Protects your Google Ads performance
- ✅ Reduces data loss from non-consenting users
- ✅ Enables remarketing and audience tracking—where allowed
- ✅ Simple to deploy via GTM
- ✅ Boosts accuracy of your GA4 and Ads reports
Pro Tip from Modobeam
- Set up Cookiebot with full integration into GTM.
- Use Advanced Mode for best results.
- Test your setup using Google’s Tag Assistant.
- Monitor how many of your conversions are modeled in Google Ads.
- Consider using Server-Side Tagging for added flexibility and data control.
Conclusion
Consent Mode v2 isn’t just about compliance—it’s about keeping your data strategy future-proof. If you don’t implement it, you risk losing valuable insights. If you do it right—with a proper CMP like Cookiebot and advanced configuration—you’ll gain more complete, reliable, and privacy-safe data.
