What is Google Consent Mode v2?

Google Consent Mode v2 is an updated version of Google Consent Mode to comply with evolving privacy legislation like the recent Digital Markets Act (DMA). The key change in Consent Mode v2 is the addition of two new consent parameters:

  1. ad_user_data: indicates if a user consents to sharing their data with Google for advertising purposes
  2. ad_personalization: indicates if a user consents to enable personalized advertising based on their data

These new parameters allow consent preferences set in CMP to be passed to Google tags, blocking or adjusting behavior based on permissions granted.

With the addition of these 2 parameters, Consent Mode v2 requires 4 total consent signals related to data collection and data usage/sharing:

  • analytics_storage
  • ad_storage
  • ad_user_data
  • ad_personalization

By March 2024, Google will mandate that all personalized Google advertising enabled for new EEA users have valid consent for these parameters. Sites using Google audience features for advertising will need to upgrade to Consent Mode v2.

You can use a Google-certified CMP like CookieYes to implement Consent Mode v2.