Consent Mode v2 for Online Stores

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Consent Mode v2 tells Google tags whether a visitor accepted cookies. For stores with visitors in the EEA and UK, it is required to keep using personalization and remarketing. It is part of every Google Ads conversion tracking setup I do.

Basic vs advanced

Basic mode blocks tags until consent. Advanced mode sends cookieless pings so Google can model missing conversions.

What you need

• A certified consent banner (CMP)
• Google tags configured to read consent
• Testing in Tag Assistant

Related: why Google Ads and GA4 numbers differ.

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