Google Consent Mode is an open API developed by Google that lets your website run all its Google-services, such as Google Analytics, Google Tag Manager and Google Ads, based on the consent state of your end-users. Google Consent Mode governs the behavior of all Google tags and scripts on your website based on the user consent sent by your websites consent management platform.

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Google Consent Mode receives the consent state of your website’s end-users from its consent management platform. No personal data is sent to Google, only the specifics of the user's consent, e.g. if the user has chosen not to consent to marketing cookies. Google Consent Mode then operates based on the consent state, e.g. displaying contextual advertisement on your website without the use of personal data if the user didn't consent to the activation marketing cookies.

Scan your website with Cookiebot CMP to see what cookies and trackers your website uses

Conversion modeling is a way for Google Consent Mode to give you anonymous analytics data from users on your website who haven’t consented to cookies. What conversion modeling does is to offer you insights into user journeys on your website from end-users who chose to opt-out of cookies by using observable data from people who did consent to cookies, thereby giving you an estimate of how that end-user’s journey on your website looked like.

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The EU’s General Data Protection Regulation requires websites who have users from inside Europe to ask for and obtain their explicit consent before processing any of their personal data. Cookies and trackers used for analytics and advertisement on your website process personal data from users, such as unique IDs, IP addresses, search and browser history, which is why you must inform users and ask for their consent for their activation.

Test for free to see if your website is GDPR compliant

Using a consent management platform on your website can help you obtain the granular and GDPR compliant consent from your end-users that your website needs in order to activate its cookies and trackers. Through a consent banner on your website, users will be able to filter their selection of cookies and give a specific consent to their purpose, provider and duration.

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You can implement Google Consent Mode by using a consent management platform like Cookiebot CMP. To easily set it up on a WordPress website, you can use the Cookiebot CMP Plugin for WordPress and enable the toggle in the plugin settings. You can also add a short code snippet to your website template above the gtag.js or Google Tag Manager tag, or use the Cookiebot CMP tag template from the Google Tag Manager Template Gallery.

Google Consent Mode helps website owners obtain GDPR-compliant consent from users to collect their data. However, using Google Consent Mode alone is not enough to be GDPR-compliant, and website owners must continue to comply with other provisions of the GDPR, including the right to object and the right to be forgotten, having a detailed and updated cookie policy and keeping GDPR-compliant consent records.

If you or your web team are unsure if Google Consent Mode is implemented on your website, you can use Google Tag Assistant to check. Browse your website in Tag Assistant as a visitor. In the Tag Assistant window, click on a page or message and navigate to the ‘Consent’ tab. If you see a consent status for the “ad_storage” and “analytics_storage” tags then Google Consent Mode is implemented, otherwise, you’ll see a message that says “Consent not configured.”

Businesses with visitors in the European Union must already obtain valid user consent under the GDPR before collecting their data. The DMA (which covers users in the EU and European Economic Area) reinforces the definition of consent under the GDPR. It places strict obligations on gatekeepers — which will establish rules for third-party businesses to continue using their services — to achieve compliance. Businesses that use gatekeepers’ platforms will need to follow these rules and align their data privacy policies with the DMA to continue using these platforms.

Read more: How important is consent management under the Digital Markets Act (DMA)?

The Digital Markets Act (DMA) requires prior consent or opt-in consent from consumers before website operators can collect their personal data. Third-party businesses that use Google platforms and services can use Google Consent Mode to signal users’ consent status to Google, so that Google services don’t collect their data unless they explicitly give consent. This helps achieve compliance with the DMA so that businesses can enjoy uninterrupted access to Google’s platforms and services.

If you experience any issues with the setup of our CMP, setting up Consent Mode with our CMP, or any missing signals on your Google Tags, please reach out to our Customer Support Team and not to Google. You can either create a support ticket or write us an email via [email protected].

Please note: Whenever a ticket is created via this form or the chatbot in the CB Help Center, and the category 'Google Consent Mode (V2)' is selected, a checkbox will appear. By checking this box, you authorize us to share your support request with Google CMP Support.

For any other inquiries, please reach us on:
Email: [email protected]
Phone: +45 50 333 777

You can expect the following response times on your support request:

For Premium Plan customers (Lite, S, M, L):

• First response time: 1 business day (8 business hours) from the time of receipt of the request.

For Free Plan and Trial customers:

• First response time: 4 business days (32 business hours) from the time of receipt of the request.

What is considered a “first response”?

First response is defined as a first value-added communication, including, but not limited to:

• providing troubleshooting suggestions
• sending links to documentation and/or knowledge base articles
• informing regarding the next steps towards the resolution
• providing approximate timelines for such steps

How is response time calculated?

Example of the SLA calculation: A customer with a Premium Plan reports an issue via this form at 2 PM on a Friday. The first response should be provided no later than 2 PM the next business day, which is Monday. The window of 8 working hours for the first response falls within the normal business hours of 1 business day.

We ensure the correct implementation of the latest version of Consent Mode in combination with the TCF, Google Tag Manager, and CMP banners on our clients' websites and apps. Additionally, we provide continuous troubleshooting support to address any issues and ensure ongoing compliance and optimal functionality.