Consent Mode v2 is the second version of the mechanism that passes the consent decision a visitor makes in a cookie banner on to Google Analytics, Google Ads and other Google tags. The tags behave according to that decision: with consent they use cookies, without it they do not. From March 2024, Google made the Consent Mode v2 signal a requirement for its ad measurement and personalization features for users in the European Economic Area (EEA). Behind the requirement is the EU's Digital Markets Act (DMA).
What Consent Mode does, and what it doesn't
Consent Mode is a bridge. What collects consent is the banner tool, called a consent management platform (CMP). Consent Mode passes the "accept" or "reject" decision from the banner to Google tags through standard parameters. So setting up Consent Mode does not make you legally compliant on its own; you still need a proper banner, a privacy notice and a consent record.
The four parameters
v2 added two new parameters to the previous two:
| Parameter | What it controls | New in v2? |
|---|---|---|
analytics_storage | Analytics cookies (e.g. GA4) | No |
ad_storage | Advertising cookies | No |
ad_user_data | Sending user data to Google for advertising purposes | Yes |
ad_personalization | Personalized ads and remarketing | Yes |
Each parameter takes the value granted or denied. A default state is set when the page loads; when the user makes a choice in the banner, the state is updated.
Basic and Advanced mode
Consent Mode can be set up in two ways, and the difference is what happens when consent is denied.
| Basic | Advanced | |
|---|---|---|
| Tags before consent | Not loaded | Loaded in a denied state |
| When consent is denied | No data is sent | Cookieless pings without identifiers are sent |
| Conversion modeling | General (more limited) | Site-specific modeling possible |
| Setup | Simpler | Needs a more careful setup and legal review |
Which mode fits is a legal decision: the technical team implements it, but the decision is made with legal counsel.
Turkey and KVKK
Turkey is not in the EEA, so Google's v2 requirement does not apply directly to visitors in Turkey. But two situations make Consent Mode necessary for Turkish sites too: sites that get visitors from Europe (health tourism, exports, SaaS) and companies that advertise in Europe. For visitors in Turkey, the baseline is Law No. 6698 on the Protection of Personal Data (KVKK) and the Turkish Personal Data Protection Authority's guide on cookie practices. The legal basis on which cookies are processed and the banner design should be reviewed with a legal expert.
The right setup order
- Inventory. List every cookie and tag on the site: which are strictly necessary, which are analytics, which are advertising.
- Choose a CMP. Pick a consent management tool that integrates with Google's Consent Mode and is certified where required.
- Default state. As the page loads, before any tag fires, set the default value of all four parameters.
- Update. When the user's choice changes, update the parameters and remember the choice on later visits.
- Tag settings. In Google Tag Manager, define which consent each tag depends on; manage non-Google tags (e.g. Meta Pixel) with additional consent checks.
- Test. Check the behavior before and after consent with Tag Assistant, and look at the diagnostics screens in Google Ads and GA4.
Common mistakes
- Setting the default too late. If tags fire before the default, data is sent without consent.
- Sending only two parameters. A v1 setup is missing
ad_user_dataandad_personalization, which limits ad features on EEA traffic. - Forgetting non-Google tags. Consent Mode only manages Google tags; other pixels must be wired up separately.
- Designing the banner to make rejecting harder. Rejecting should be as easy as accepting.
Once the consent infrastructure is in place, the next step is usually server-side tracking: data first reaches your own server and is forwarded from there to the platforms according to the consent decision. Our setup service is described on the Consent Mode and KVKK page, and the server side on the server-side tracking page.
Frequently asked questions
Is Consent Mode v2 mandatory for sites in Turkey?
Google's Consent Mode v2 requirement covers ad measurement and personalization features for traffic from users in the European Economic Area (EEA). Turkey is not in the EEA, but it is required for Turkish sites that get visitors from Europe or advertise in Europe. For visitors in Turkey, obligations under KVKK (Turkey's personal data protection law) must be assessed separately.
What is the difference between Basic and Advanced Consent Mode?
In Basic mode, Google tags do not load at all until the user consents. In Advanced mode, tags load in a denied state and send cookieless pings without identifiers; Google can use these signals to model missing conversions.
Does setting up Consent Mode replace the cookie banner?
No. Consent Mode is a mechanism that passes the decision the user made in the cookie banner on to Google tags. You still need a consent management platform (CMP) to collect consent and a legally compliant privacy notice.
How do I check that the setup works?
Open the page with Google Tag Assistant and check the state of the four parameters before and after giving consent. The diagnostics screen in Google Ads and the consent settings section in GA4 also show whether the Consent Mode signal is coming through.
Sources
Semih BayındırSenior Software Engineer & Tech Lead
Semih Bayindir , with advanced technical expertise, strong experience in software architecture and modern development technologies Senior Software Engineer & Tech Lead is. Scalable systems demonstrate high competence in code quality, performance optimization and technical strategy determination.
