Documentation

Google Consent Mode

Google's Consent Mode is a mechanism that allows websites to adjust how they collect and send data to Google based on user consent. It is particularly useful for compliance with Law 25, the GDPR (General Data Protection Regulation), and other privacy regulations.

How does it work?

Consent Mode adjusts the behavior of Google tags (such as Google Analytics and Google Ads) based on user consent preferences. This means that if a user declines certain cookies, Google adapts data collection accordingly.

Consent Modes

There are four main types of consent that Consent Mode can manage:

• ad_storage: Controls the storage of advertising cookies.
• analytics_storage: Controls the storage of cookies for analytics (Google Analytics).
• functionality_storage: Manages the storage of functional cookies (e.g., user preferences).
• security_storage: Manages cookies related to security and fraud prevention.

How it works in practice:

• If a user refuses consent for ad_storage, Google Ads will not be able to use cookies for remarketing.
• If a user refuses analytics_storage, Google Analytics will not store cookies but may still send anonymized events.

Google has launched Consent Mode v2 to comply with new EU requirements, including those of the Digital Markets Act (DMA) and the GDPR. It introduces two new consent categories and better support for explicit consent.

Two new consent signals:

• ad_user_data: Controls the transmission of user data to Google Ads services.
• ad_personalization: Controls the personalization of ads for the user.