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Google Consent Mode v2: the complete guide (2026)

Everything you need to know about Consent Mode v2: what it is, why it's required and how to implement it well without slowing your site down.

Also read our guide on the cookie law and GDPR.

What is Consent Mode v2?

It's how your site tells Google whether the user has given consent for analytics and advertising cookies. It works with 4 signals that can be set to granted or denied:

Why it's required since 2024

Since March 2024, Google requires Consent Mode v2 to use Ads or Analytics with users in the EU and the UK. Without it, you lose access to remarketing, conversion modeling and key signals for your campaigns. It's not optional.

Installation guides by platform

Comparisons with other tools

Frequently asked questions

What is Google Consent Mode v2?

It's Google's system for communicating the user's consent to Google Analytics and Google Ads. It defines the state of 4 signals (ad_storage, ad_user_data, ad_personalization, analytics_storage) based on what the user accepts.

Is Consent Mode v2 mandatory?

Yes. Since March 2024 it's required for any website that uses Google Ads or Analytics with users in the European Economic Area and the UK. Without it, you lose remarketing, conversion modeling and campaign data.

Does Consent Mode v2 replace the GDPR cookie banner?

No. They're different and complementary. GDPR requires you to have a banner that blocks scripts before consent; Consent Mode v2 is what communicates that consent to Google. You need both.

How do I implement Consent Mode v2 without coding?

With a CMP like Consentio: you paste a snippet in the <head> and the 4 signals are set to denied by default and switch to granted when the user accepts.

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