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Frameworks

Google Consent Mode v2

Google Consent Mode tells Google’s tags, such as Google Analytics and Google Ads, what the visitor has agreed to. Version 2 added two signals, ad_user_data and ad_personalization. Since March 2024, Google has required consent signals for visitors in the EEA to keep ad personalisation, remarketing and measurement working.

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At a glance

Framework

Region
EEA, UK and Switzerland
Status
Required for Google Ads in the EEA from March 2024
If you do not use it
Not a law. Without consent signals, Google limits ad personalisation, remarketing and measurement for affected visitors, such as those in the EEA.
Who it affects
Sites that use Google Ads, or use Google Analytics data in Google’s ad products, and have visitors in the European Economic Area, the UK or Switzerland.

What Google Consent Mode v2 requires

  • Set a default consent state before any Google tag sends data, using gtag('consent', 'default', ...) or Tag Manager’s consent settings.
  • 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 Google-certified CMP that works with the IAB TCF if you show personalised ads through AdSense, Ad Manager or AdMob to visitors in the EEA, UK or Switzerland.

The signals sent after each choice

SignalAccept allReject all
ad_storagegranteddenied
analytics_storagegranteddenied
ad_user_datagranteddenied
ad_personalizationgranteddenied

What the banner does here

On Growth and Scale, the banner sends the four consent signals from the visitor’s choice. When a visitor declines, Google’s tags stay loaded but switch to cookieless pings.

How GrantCookie covers it

  • Scheduled scans. The scanner finds the cookies and trackers your site sets, sorts them into categories and re-checks on every scheduled scan, so the banner asks about what is really there.
  • Provable records. Every choice is timestamped and stored with the banner version the visitor saw. Paid plans include consent log export.
  • Withdrawing consent. A re-open control stays on every page, so visitors can withdraw or change their choice at any time.

See every feature

The consent log: each row has a timestamp in UTC, a consent ID and the visitor’s choice

This page is general guidance. It is not legal advice. Check your specific obligations with a qualified adviser.

Related regulations

All regulations

  • IAB TCF v2.3

    Framework

    Transparency & Consent Framework, version 2.3

    European Union and United Kingdom Version 2.3 required from March 2026

  • ePrivacy Directive

    Opt-in

    Privacy and Electronic Communications Directive 2002/58/EC

    European Union Adopted 2002, amended 2009; a 2025 proposal to change it is not yet law

  • GDPR

    Opt-in

    General Data Protection Regulation

    European Union and United Kingdom Applies since May 2018

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