What Google Consent Mode V2 actually requires
Google Consent Mode is a way of telling Google's tags (Analytics, Ads, Tag Manager) what the user has consented to, so the tags can adapt their behaviour. V2 added two new parameters — ad_user_data and ad_personalization — and Google now requires it to keep using personalised ads and audience features in the EEA.
Key requirements
- Send consent state to Google through the `gtag('consent', …)` API
- Set ad_storage, analytics_storage, ad_user_data and ad_personalization based on user consent
- Update the consent state when the user changes their preferences
- Use a CMP that is on Google's list of certified partners for the smoothest setup
At a glance
Full name
Google Consent Mode, version 2
Region
Wherever you use Google products
Status
Required for Google Ads in the EEA from March 2024
Who it affects
Any site that uses Google Analytics, Google Ads, or Google Tag Manager and serves users in the European Economic Area, UK or Switzerland.
Penalties
Not a legal regulation — but without Consent Mode V2, Google will stop measuring conversions, building audiences, and running personalised ads for affected users.
How GrantCookie covers it
Compliant defaults
Opt-in by default, granular categories, and a reject button as prominent as accept — the configuration regulators expect.
Provable records
Every consent is timestamped and stored with the banner version, so you can show exactly what was agreed to.
Easy withdrawal
A persistent re-open control lets visitors change their mind at any time, exactly as the law requires.
This page is general guidance, not legal advice. Check your specific obligations with a qualified adviser.