Google Consent Mode v2
Conzent fully supports Google Consent Mode v2, including both basic and advanced implementation. This is required for advertisers using Google services in the EU/EEA.
What Is Google Consent Mode?
Google Consent Mode (GCM) is a framework that lets you adjust how Google tags behave based on the consent status of your users. Instead of blocking Google scripts entirely when consent is denied, Consent Mode sends cookieless pings that allow Google to model conversions and audiences without using personal data.
Basic vs. Advanced
Basic implementation: Google tags are blocked entirely until the user grants consent. No data is sent to Google before consent. This is the minimum requirement.
Advanced implementation: Google tags load immediately but operate in a restricted mode when consent is denied. Cookieless pings are sent to Google, which uses them for conversion modelling. When consent is granted, full measurement resumes. Advanced mode typically recovers 30-70% of otherwise lost conversion data.
Conzent supports both modes. You choose which one to enable per site.
Late consent signals
A late consent signal means a Google tag fired before the default consent state was set. Google requires the default to be in place before any tag runs; when it arrives late, Google cannot trust the signal and flags the setup in its diagnostics. The usual causes are the consent script loading after the Google tag on the page, or the Google tag being injected outside your page entirely, for example by your CDN through Google tag gateway.
How to spot it: Tag Assistant warns that a tag fired before the consent default was set. Tag Diagnostics, found under your Google tag's settings in Google Ads, Analytics, or Tag Manager, reports it as "Consent mode installation out of order".
How to handle it:
- Load Conzent before any Google tag in your page's
<head>. Conzent sets the default consent state, so it must run first. - If you cannot control the load order, switch to the advanced implementation. With advanced consent mode the tag loads with every signal denied by default, so the outcome no longer depends on which script runs first.
- Check whether your Google tag is served through Google tag gateway (next section). A tag deployed at the CDN level can start before any script on your page, including Conzent.
Google tag gateway (GTG)
Google tag gateway for advertisers serves the Google tag through your own domain instead of Google's, using your CDN. With the one-click CDN integration (Cloudflare, Fastly, Akamai) the tag is deployed by the CDN itself, which often prevents you from controlling the order scripts load in. That makes late consent signals likely.
Read the full guide: Google Tag Gateway (GTG) and consent. It covers how to check whether your tag is enrolled, how to confirm a late consent signal, and the configurations Google recommends.
Consent Signals
Conzent sends the following consent signals to Google via the gtag('consent', 'update', ...) API:
| Signal | Purpose |
|---|---|
ad_storage | Enables cookies for advertising (Google Ads, remarketing) |
analytics_storage | Enables cookies for analytics (Google Analytics) |
ad_user_data | Consent to send user data to Google for advertising |
ad_personalization | Consent for personalised advertising (remarketing) |
functionality_storage | Enables cookies for site functionality |
personalization_storage | Enables cookies for personalisation |
security_storage | Enables cookies for security (always granted) |
How It Works
- Conzent sets default consent states before any Google tags fire
- Google tags load in restricted mode (advanced) or are blocked (basic)
- When the user interacts with the consent banner, Conzent updates the consent state in real time
- Google tags immediately adjust their behaviour based on the updated signals
EU/EEA Requirement
As of March 2024, Google requires all publishers and advertisers serving EU/EEA users to implement Consent Mode v2. Without it, Google Ads conversions and Analytics data will be incomplete for EU traffic.
Frequently asked questions
Is Google Consent Mode v2 required in the EU?
Yes, as of March 2024 Google requires it for publishers and advertisers serving EU/EEA users, or Ads and Analytics data will be incomplete.
Should I use basic or advanced Consent Mode?
Basic blocks Google tags until consent; advanced sends cookieless pings and typically recovers 30–70% of otherwise-lost conversion data. Conzent supports both — pick per site.
Why does Google say my consent signal arrived "late"?
Usually because the consent script loaded after a Google tag, or a Google tag was injected by your CDN via Google Tag Gateway. See the late consent signals section above for the fix.
Does Google Consent Mode v2 cost extra with Conzent?
No, it's included in every plan.
Learn More
See how Conzent handles GDPR compliance and IAB TCF, or explore all features.