Google Consent Mode v2 for UK Websites
Google Consent Mode v2 helps websites communicate consent choices to Google tags, including Google Analytics, Google Ads and Google Tag Manager. It can support more privacy-aware measurement, but it does not replace a cookie banner, consent management platform or proper consent setup.
This guide explains what Google Consent Mode v2 does, what the main consent signals mean, how it connects with cookie banners, and what UK website owners should check before relying on it.
This is practical website guidance only. It is not legal advice or formal compliance certification.
Last reviewed: June 2026 · Based on Google Tag Platform and ICO guidance.
What Is Google Consent Mode v2?
Google Consent Mode v2 is a way for a website to send consent signals to Google. Those signals tell Google tags whether storage, analytics, advertising data use and personalisation are granted or denied based on the visitor’s consent choice.
It should work alongside a cookie banner or consent management platform. It is not a banner by itself, and it does not automatically make a website compliant.
It Sends Consent Signals
Consent Mode communicates whether certain Google tag functions are granted or denied based on user choice.
It Works With Your Banner
Consent Mode needs a cookie banner or consent management platform to collect and pass user choices.
It Still Needs Testing
The setup should be checked before consent, after rejection and after acceptance to confirm tags behave correctly.
The Four Main Consent Mode v2 Signals
Consent Mode v2 is often discussed in relation to four important consent types. These help Google tags adjust behaviour for analytics, advertising storage, advertising data use and personalisation.
analytics_storage
Controls storage related to analytics, such as analytics cookies or identifiers used to understand website activity.
ad_storage
Controls storage related to advertising, such as cookies or identifiers used for advertising measurement or ad-related features.
ad_user_data
Sets consent for sending user data related to advertising to Google. This is relevant for advertising measurement use cases.
ad_personalization
Sets consent for personalised advertising. This is relevant where personalised ads, remarketing or advertising personalisation features are used.
Why Google Consent Mode v2 Matters
Many UK websites use Google Analytics, Google Ads and Google Tag Manager to measure traffic, conversions and marketing performance. Consent Mode v2 helps those tools receive consent information so they can adjust behaviour according to the user’s choices.
This matters because a cookie banner should not simply display wording. It should connect with the website’s actual tag behaviour so analytics and advertising tools respond correctly to consent choices.
Consent Mode can support better measurement, but it should not be treated as a shortcut around cookie consent, PECR or UK GDPR considerations.
How to Set Up Consent Mode v2 Properly
The exact setup depends on your cookie banner, consent management platform, Google Tag Manager setup and website platform. The aim is to make sure Google tags receive the correct consent state before they process analytics or advertising activity.
Step One: Start With Default Consent
Before a visitor makes a choice, set an explicit default consent state for each Consent Mode parameter your implementation uses. For UK websites using optional analytics or advertising features, the relevant optional states will often begin as denied until a genuine visitor choice is recorded. The default setup should run before Google commands that send measurement data.
Step Two: Update Consent After Choice
When a visitor accepts or rejects cookie categories, update the relevant Consent Mode signals so Google tags receive the correct granted or denied status.
Step Three: Test Tag Behaviour
Test before consent, after rejection and after acceptance using browser tools, Google Tag Assistant and your consent platform’s debug features.
Google Consent Mode v2 Checklist
Use this checklist to review whether your Consent Mode setup is connected properly to your cookie banner and Google tags.
- Does the website use Google Analytics, Google Ads or Google Tag Manager?
- Is a cookie banner or consent platform collecting visitor choices?
- Are default consent states set before Google tags fire?
- Are consent states updated after the visitor makes a choice?
- Are analytics and advertising consent categories separated clearly?
- Are `analytics_storage` and `ad_storage` configured correctly?
- Are `ad_user_data` and `ad_personalization` configured where Google Ads features are used?
- Does rejecting cookies keep analytics and advertising storage denied?
- Does accepting cookies update only the correct categories?
- Has the setup been tested on desktop and mobile?
Common Consent Mode v2 Mistakes
Most issues come from assuming Consent Mode is active simply because Google tags are installed. The setup needs to be connected to real consent choices.
No Default Consent State
Tags may load before the visitor has made a choice if default consent states are not set early enough.
Consent Banner Not Connected
The website shows a banner, but the visitor’s choice is not properly passed to Google tags.
Advertising Signals Missed
Websites using Google Ads may forget to configure `ad_user_data` and `ad_personalization`, which can affect advertising measurement and personalisation signals.
How to Test Consent Mode v2
Testing matters because a site can appear to have Consent Mode installed but still send the wrong signal or allow tags to behave incorrectly.
Before Consent
Open the website in a fresh private browser session. Use Tag Assistant to inspect the earliest Consent event and confirm that the intended default states are set before relevant Google measurement commands run.
After Rejection
Reject optional categories and check that the Consent Mode parameters linked to those categories remain denied. Confirm that the banner, consent platform and Google-tag setup all reflect the same decision.
After Acceptance
Accept a category and use Tag Assistant to confirm that the consent update is recorded. Check that only the signals associated with the visitor’s chosen category change to granted.
Need a practical Consent Mode review?
A cookie banner can look correct while Google Analytics 4, Google Ads or Google Tag Manager settings still need closer technical attention. Our Google Consent Mode Audit UK reviews the public consent journey, visible Google-tag signals and practical points for your developer, PPC agency or marketing team to investigate.
The audit is not legal advice or a substitute for direct access to your consent platform, GTM container, analytics configuration, advertising account or website code.
Official Guidance and Platform Sources
Google explains that Consent Mode lets websites communicate cookie or app identifier consent status to Google. Google tags then adjust their behaviour based on user choices.
Google also explains that Consent Mode does not provide a consent banner or widget. It should interact with a website’s consent banner or consent management platform.
The ICO explains that websites should tell people if cookies are set, clearly explain what those cookies do and why, and obtain consent unless a limited exception applies for cookies that are essential to provide a service requested by the user.
Google Consent Mode v2 FAQs
Does Google Consent Mode v2 replace a cookie banner?
No. Consent Mode does not provide a cookie banner or consent widget. It works with a cookie banner or consent management platform so Google tags can respond to visitor choices.
Does Consent Mode v2 make a website GDPR compliant?
No tool automatically makes a website compliant. Consent Mode v2 can help communicate consent status to Google, but the website still needs clear wording, valid consent controls, accurate policies and proper technical implementation.
What changed with Consent Mode v2?
Consent Mode v2 places more emphasis on additional advertising consent signals, including `ad_user_data` and `ad_personalization`, alongside existing storage signals such as `ad_storage` and `analytics_storage`.
Do I need Consent Mode v2 for Google Ads?
If your website uses Google Ads, conversion tracking, remarketing or enhanced measurement features, Consent Mode v2 is likely to be relevant and should be reviewed carefully with your Google tag setup.
How do I know if Consent Mode is working?
Test the website before consent, after rejecting cookies and after accepting cookies. Check whether the correct consent states are sent and whether Google tags respond as expected.
Related Cookie Banner Guides
Continue reading practical guidance on Google Analytics consent, advertising pixels, cookie banner examples and platform-specific tracking checks.
Need Help Reviewing Your Consent Mode v2 Setup?
Download the free checklist to work through the basics, or see how a practical Google Consent Mode Audit can help your developer, PPC agency or marketing team investigate your consent journey, GA4, Google Ads, GTM and visible tracking behaviour.
This is practical website guidance only and is not legal advice or formal compliance certification.