Consent Mode v2 & Privacy Compliance
Tag behaviour driven by what each visitor actually agreed to.
Consent Mode v2 is required for anyone serving personalised ads to users in the EU and UK. It passes a visitor's consent choice to Google tags so they adjust what they store and transmit. We implement the banner integration, the signals and the modelling, and document what the setup does and does not do.
Tools we work in
- Consent Mode v2
- Google Tag Manager
- Google Analytics 4
- Google Ads
- CookieYes
- Cookiebot
- OneTrust
- Usercentrics
Scope
What this covers
The specific work included when you engage us for this service.
- Consent Mode v2 with all required signals: ad_storage, analytics_storage, ad_user_data and ad_personalization
- Integration with your existing consent management platform, or a new banner
- Default consent states set by region, with the reasoning for each recorded
- Consent updates pushed through the data layer on both initial choice and later change
- Behavioural and conversion modelling configured where the property is eligible
- Verification that each individual tag reads consent before it fires
- Documentation linking every tag to the consent basis it depends on
What you receive
- 01A working consent implementation tested region by region and state by state
- 02A tag-by-tag record of what fires in each consent state, granted and denied
- 03A written summary of the technical scope, for your legal adviser to review
Questions
Consent Mode v2 & Privacy Compliance, answered
Does Consent Mode make us GDPR compliant?
No, and we will not tell you it does. It changes how Google tags behave based on the consent you collect. Lawful basis, banner wording, data processing records and handling subject requests are separate obligations that sit with you and your legal adviser. What we deliver is the technical half, documented clearly enough to be reviewed.
What happens to reported conversions when people decline?
Tags that respect consent will not set advertising cookies for those users, so click-level attribution is genuinely lost for that portion of traffic. Google's conversion modelling estimates an aggregate contribution where there is enough consented data to train on. It is an estimate. We report it as one, and never add modelled numbers into a measured total without labelling it.
Can we just set consent to granted by default?
Technically yes, and for some traffic in some jurisdictions that may be defensible. We will implement what you decide. We will also document it explicitly, because default consent states are among the first things a platform audit or a regulator looks at, and an undocumented choice is the hardest kind to defend later.
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Tell us where the manual work is
A 30-minute call. We map the process, tell you what we would automate or build first, and what it costs. No retainer before you agree the scope.
- No retainer before scope is agreed
- Written plan you can act on alone
- Worldwide delivery, on your hours