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Digital Marketing
Consent Mode is Google's way for websites to tell Google tags whether a visitor accepted cookies, so tracking adjusts to their choice.
When a visitor declines, tags send limited, cookieless signals instead of full tracking, and Google models the missing conversions.
Consent Mode v2 is required to use personalised advertising for visitors in the European Economic Area, and is good practice for any site targeting Europe or the UK.
Example
A company advertising courses to students in the UK adds a cookie banner connected to Consent Mode, keeping its measurement compliant.
Why it matters
It protects both privacy compliance and the accuracy of conversion data that bidding depends on.
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