Consent mode
Consent mode is Google’s framework for adjusting tag behavior based on user consent choices: when consent is denied, tags send cookieless pings that feed conversion modeling instead of setting identifiers.
Consent mode v2 (required for EEA audience features since March 2024) added signals distinguishing consent for ad storage from consent for ad personalization. With it properly implemented, Google models conversions for the non-consenting share of traffic — recovering aggregate reporting while honoring individual choices.
The frequent implementation failure is a CMP that blocks tags entirely instead of running them in consent-aware mode, which silently forfeits modeled conversions and understates true performance.
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