Consent Mode v2

Google Consent Mode allows supported tags to adjust how they behave based on users’ choices. The version commonly called v2 builds on ad_storage and analytics_storage with the advertising-related signals ad_user_data and ad_personalization. Their granted or denied values communicate separate decisions: permission to send user data for advertising purposes is not interchangeable with permission for personalized ads.

Businesses operating with users in the European Economic Area should evaluate the relevant Google policies and consent-management workflow before implementing tags. A consent banner alone is not sufficient if its saved choices never reach the tags, or if the default and update commands execute in the wrong order. Use Tag Assistant and appropriate testing tools to inspect behavior for both granted and denied cases, including blocked or delayed scripts.

Consent Mode v2 is a Google product implementation detail, not a standalone privacy law or a mechanism that obtains legal consent by itself. Basic and advanced implementations can behave differently when consent is denied. This page should focus on the two added signals and deployment validation, leaving the broader conceptual overview to the existing Google Consent Mode entry.