Consent Mode
Consent mode is Google's framework for adjusting how tags behave based on user consent choices, with modeling to fill measurement gaps.
Consent mode is Google's framework that adjusts how its tags behave based on the consent a user grants in a site's cookie banner. When consent is denied, tags send limited, cookieless signals instead of full measurement, and Google models the gap.
How it works
The consent management platform passes each user's choices (analytics storage, ad storage) to Google tags. With consent granted, measurement works normally; with consent denied, anonymous pings still flow, and Google's conversion modeling estimates the conversions that could not be observed directly. Proper implementation requires the banner, the consent signals, and the tags to actually agree, which is where most setups fail audits.
Why it matters
In privacy-regulated markets, consent mode is the difference between losing denied-consent conversions entirely and recovering a modeled view of them. For any brand running Google media into Canada or Europe, correct implementation directly protects campaign measurement. Learn more about our marketing analytics and reporting services.
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