Google Consent Mode 2.0 overview

Google Consent Mode 2.0 ensures that Google vendors on your property comply with an end-user's consent choices for purposes (called consent checks) defined by Google. When a website visitor or app user indicates their consent choices, tags with consent checks adjust their behavior, and user consent choices are preserved across their interaction with the website.

  Note: Be advised that Google Consent Mode 2.0 only impacts your organizations if you use one or more of the following Google products:

  • Google Ads
  • Google Analytics
  • Search Ads 360
  • Campaign Manager 360
  • Display & Video 360

Google consent checks

Google Consent Mode 2.0 includes the following Google defined consent checks:

Consent check Values Description
ad_storage granted | denied Enables storage (such as cookies) related to advertising.
analytics_storage granted | denied Enables storage (such as cookies) related to analytics (e.g. visit duration).
ad_user_data granted | denied Set to granted when end-user has consented to have their data shared with Google. 
ad_personalization granted | denied Set to granted when the user has consented to have their data shared with Google for the purposes of ad personalization.

Basic consent mode vs Advanced consent mode

Google Consent Mode 2.0 supports two different modes that your organization can use to guide implementation. The major difference between these two modes is how end-user consent impacts when and if your Google tags are loaded and the data transmitted to Google. 

  Note: Be aware that Basic and Advanced refers to the conversion modeling and not the ease of implementation. When implementing Basic consent mode you will need to also define a function that controls the firing of Google tags after consent is given by utilizing the vendor grants object in the getCustomVendorConsents API. This function is not necessary when implementing Advanced consent mode.

Feature Basic consent mode Advanced consent mode
Page implementation
  • Establish dataLayer
  • Add function to control firing of Google tag(s) after consent is given using the vendor grants object in the getCustomVendorConsents API
  • Establish dataLayer
When tags are loaded Blocked until user interaction with consent banner Loads with defaults set to denied unless configured otherwise
Data transmission No data is sent until a user consents - not even the default consent status is sent If consent is denied, consent state and cookieless pings are transmitted. If consent is granted, cookies are written and all measurement data is sent
Consent states Set after user interaction Defaults set to denied, unless otherwise configured. Consent states update based on the end-user choice
Tag behavior after user interaction Loads and executes consent mode APIs only when end-user grants consent Adjusts tag behavior based on end-user consent choice
Conversion modeling General model (less detailed modeling) Advertiser-specific modeling (more detailed modeling)

Sourcepoint implementation resources

We provide a variety of ways to implement Google Consent Mode 2.0 which depends on factors such as regulatory frameworks, platform, etc... Please refer to our documentation below to understand these workflows in accordance with your needs:

Additionally, for organizations who are interested in utilizing Sourcepoint's Google Tag Manager template to implement Google Consent Mode 2.0, the information can be found in the repository below:

Google resources

Below are some additional resources published by Google that maybe helpful for you organization when implementing Google Consent Mode 2.0

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