Definition
Consent Mode v2, made mandatory by Google in March 2024 for the EEA, is a mechanism that adapts how Google tags (Analytics, Ads, Floodlight) function based on the user's cookie consent. In non-consented mode, tags send pings without cookies or identifiers, allowing Google to model missing conversions. Version 2 adds two new parameters: ad_user_data and ad_personalization, in addition to analytics_storage and ad_storage. For SEO, the impact is indirect but real: more complete Analytics data (through modeling) enables better analysis of organic traffic. Implementation is done through a compatible CMP (Consent Management Platform) such as Cookiebot, OneTrust, or Axeptio, integrated with GTM.
Key Points
- Mandatory in the EEA since March 2024 for Google tags
- Enables data modeling even without cookie consent
- Requires a compatible CMP (Cookiebot, OneTrust, Axeptio) integrated with GTM
Practical Examples
Implementation via GTM + CMP
A site implements Consent Mode v2 via GTM and Cookiebot. Users who refuse cookies are still counted through GA4 modeling, providing a more complete view of SEO traffic (98% vs. 65% before).
Impact on Google Ads
After activating Consent Mode v2, an advertiser recovers 35% of missing conversions through modeling, improving the accuracy of their campaigns and SEO/SEA attribution.
Frequently Asked Questions
Yes, since March 2024 in the European Economic Area. Without Consent Mode v2, Google Ads tags can no longer collect data for remarketing and conversion tracking in the EEA.
Indirectly, yes. Without Consent Mode, users who refuse cookies are not counted at all. With Consent Mode, GA4 models these missing sessions, providing organic traffic figures closer to reality.
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Last updated: 2026-02-07