Google Consent Mode

Google Consent Mode is a way for supported Google tags to adjust data collection and processing behavior according to consent states communicated by a website or app. A consent banner or management platform obtains or records the visitor's choices; Consent Mode communicates the applicable states to supported Google technologies and does not collect consent by itself. Common consent types include analytics_storage, ad_storage, ad_user_data, and ad_personalization, each with a granted or denied state. Google's basic implementation blocks relevant Google tags until consent is granted, while its advanced implementation can load consent-aware tags with denied defaults and send limited, cookieless signals where applicable. Those approaches have different measurement implications and should not be treated as interchangeable. The site must set appropriate defaults, update states when choices change, test tag behavior, and ensure that any other tags also honor applicable requirements. Consent Mode does not determine the law or make an otherwise noncompliant setup lawful.