Consent Mode v2 adds two extra consent signals—ad_user_data and ad_personalization—and reshapes how Google models conversions when consent is denied. Understanding these changes is vital for privacy‑safe, data‑rich measurement.
Which two new consent states were introduced in Consent Mode v2?
user_privacy & data_personalization
tracking_consent & cookie_consent
ad_user_data & ad_personalization
ad_storage2 & analytics_storage2
In Basic Consent Mode, Google tags fire only when:
Debug mode is enabled
Consent is denied
The user grants consent
The page fully loads
Advanced Consent Mode sends cookieless pings upon denial mainly to support:
Personalised ads
Offline imports
BigQuery streaming
Conversion and behaviour modeling
Failing to implement Consent Mode v2 may cause significant data loss after:
January 2025
March 2024
December 2026
July 2025
Which consent signal controls whether GA4 can store analytics cookies?
ad_user_data
ad_personalization
analytics_storage
ad_storage
The ad_personalization state determines:
Cookie expiration length
BigQuery export frequency
Eligibility for remarketing and personalised ads
Analytics sampling rate
When users deny consent and Advanced Mode is enabled, GA4 collects:
Cookieless pings for modeling
No data at all
Full IP addresses
Hashed email identifiers
Not sending granted for ad_personalization causes Google to:
Block GTM container loading
Exclude the user from remarketing lists
Disable Enhanced Measurement
Stop collecting pageviews
EU regulators debate Advanced Mode because it:
Tracks non‑consented users via cookieless pings
Shares data with Facebook
Stores full IP addresses
Uses third‑party cookies exclusively
CMPs must provide what to remain compliant with Consent Mode v2?
GA4 360 licences
BigQuery linked accounts
Granular consent controls for each signal
Offline conversion uploads
Starter
Review the new ad_user_data and ad_personalization signals to shore up privacy compliance.
Solid
Solid understanding! Fine‑tune your CMP to feed accurate consent signals and avoid modeled‑data pitfalls.
Expert!
Consent guru! You balance strict privacy with rich insights like a pro.
