Data & Analytics / Consent Mode v2

Consent Mode v2, done properly.

Get it wrong and your conversions quietly vanish or you fall out of compliance. We implement and validate Consent Mode v2 so your GA4 and Google Ads keep measuring accurately - within the rules.

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// How Consent Mode works

One choice decides what you can measure.

Consent Accept Reject Accepted - signals granted ad_storage: granted analytics_storage: granted ad_user_data: granted ad_personalization: granted Full measurement every conversion tracked directly Rejected - signals denied ad_storage: denied analytics_storage: denied ad_user_data: denied ad_personalization: denied That's fine - Consent Mode on Google conversion modelling kicks in, bridging the gap to recover lost data - privacy kept, reporting stays accurate. modelled
// Why it matters

The setting that quietly breaks tracking.

Consent Mode is how Google’s tags respect a user’s cookie choice. When someone consents, a single parameter - ad_storage - decides whether Google Ads can measure them. Set it up wrong and conversions stop flowing to Google Ads with no error message.

Since June 2026, ad_storage is the only control over GA4-to-Ads sharing, so a shaky setup is now fully exposed. Done right, Consent Mode also unlocks Google’s conversion modelling - recovering measurement you would otherwise lose from users who decline.

// The cost of getting it wrong

When Consent Mode isn’t set up right.

! Consent not set up correctly Accept Reject ! tags misfireno modelling Conversions vanish up to 70% of conversions go unreported Ad bidding flies blind Smart Bidding starves without signals Reporting you can't trust gaps and guesswork across GA4 & Ads ! Compliance exposure tags may fire without consent - GDPR risk
// What we do

Implement it, then prove it works.

01
Audit

Check whether your banner actually sets ad_storage on consent, and where signal is leaking today.

02
Implement

Wire Consent Mode v2 through GTM with a Google-certified CMP, region defaults and all.

03
Validate

Prove it in Tag Assistant and DebugView - granted vs denied behaving correctly, cookies set as they should be.

380%

Clean measurement is what makes performance pay. We lifted Nursem’s ROAS 380% on the back of tracking we could actually trust - and doubled their online purchase volume.

Read the Nursem case study →
// Common questions

Questions we get asked.

What actually changed with Consent Mode v2?

Since 2024, Google requires the ad_user_data and ad_personalization signals for EEA and UK traffic to keep using audiences and remarketing. From June 2026, ad_storage is the only control over GA4-to-Ads sharing, so a shaky setup is now fully exposed.

Will Consent Mode reduce my conversions?

Set up wrong, it silently stops conversions flowing with no error message. Set up right, it unlocks Google’s conversion modelling, which recovers measurement you would otherwise lose from users who decline.

Do we need a specific consent banner?

You need a Google-certified CMP. We wire Consent Mode v2 through GTM with region defaults, and validate that your banner actually sets ad_storage on consent rather than just looking the part.

How do you prove it is working?

In Tag Assistant and DebugView - checking granted versus denied behaviour, that cookies are set only on consent, and that modelling is active across GA4 and Google Ads.

// Start here

Not sure your consent setup is passing signal?

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Explore: GA4 · Tag Manager · Server-side · Consent Mode v2