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O que é o Google Consent Mode?
Saiba o que é o Google Consent Mode (v2), como funcionam os modos Básico e Avançado e por que isso importa.
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Google Consent Mode is Google’s API and tagging behavior model that lets your site communicate a visitor’s cookie/consent choices to Google tags (GA4, Google Ads, Floodlight, etc.), so those tags adjust what they store and send.
There are two implementation options: Basic (no Google tags fire until consent) and Advanced (limited, cookieless pings may be sent before consent to support aggregate measurement where eligible).
What is Google Consent Mode (v2)
Google Consent Mode (v2) passes a user's consent choices to supported Google tags so they adjust behaviour accordingly (e.g., enabling or restricting storage and certain network requests).
ad_storage - whether advertising-related storage (cookies) may be used.
analytics_storage - whether analytics storage (cookies) may be used.
ad_user_data - whether advertising-related storage (cookies) may be used.
ad_personalization - whether personalized advertising is allowed.
Basic Consent Mode
In Basic Consent Mode, Google tags wait until consent is granted. Until the user actively agrees, no Google tags fire and no related storage is used.
This prioritises user privacy by default. The trade‑off is that you will not see analytics or ads measurement until consent is given.
Advanced Consent Mode
Advanced Consent Mode allows limited, cookieless pings to Google when consent is not granted. No cookies are set or read and no personally identifying information is collected until consent is given.
When the user later consents, tags resume full functionality. Advanced mode helps preserve aggregate reporting and modelling where eligible while still respecting consent.
Why It Matters
Respect user choice: Adjusts Google tags to align with the consent the user gave, avoiding data collection when they did not consent.
Better measurement with privacy: When users deny cookies, Advanced consent mode can still send cookieless pings and Google uses modeling to estimate conversions. That modeling uses non-identifiable signals and is limited compared to full-cookie data.
Important Notes
Consent Mode is not intended to satisfy any particular regulatory requirement on its own. You remain responsible for obtaining valid consent and for your overall compliance obligations.
Ensure your consent banner (CMP) and tag configuration reflect the choices users make. Review Google's guidance: Consent Mode overview and Consent implementation guides.
How to Verify with CookiePal
You can verify your Google Consent Mode implementation directly in CookiePal. Open the Settings page, go to the Google Consent Mode section, and run the Check action to see whether GCM is configured correctly on your website.
For the full verification steps, see the Verify GCM implementation guide. If the check reports any issues, follow the linked troubleshooting guidance from that guide.