Policy & Compliance

Consent Mode

Google's framework that adjusts how Google tags behave based on user consent choices.

Google Consent Mode v2 is a framework that tells Google's advertising and analytics tags how to behave when a user grants or denies cookie consent. When consent is denied, tags operate in "restricted" mode — no cookies are set, but Google can still use aggregated and modeled data to attribute conversions and optimize ad delivery.

For publishers, Consent Mode is critical because it recovers 30-60% of the revenue you'd otherwise lose from users who reject cookies. Without Consent Mode, a consent rejection means zero ad revenue from that user. With it, Google's modeling fills in the gaps. All major CMPs (Cookiebot, OneTrust, Quantcast) support Consent Mode v2 integration.

Related Terms

Policy & ComplianceGDPR (General Data Protection Regulation)EU privacy regulation requiring explicit user consent for personal data collection and processing.Policy & ComplianceCCPA (California Consumer Privacy Act)California privacy law giving consumers rights over their personal data and how it is sold.Policy & ComplianceConsent Management Platform (CMP)Software that collects and manages user privacy consent for cookies and data processing.Policy & ComplianceTCF 2.0 (Transparency & Consent Framework)IAB framework standardizing how user consent for ads and tracking is communicated across ad tech.

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