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Google Consent Mode v2, explained for small businesses

By the WaitForYes team · Updated November 15, 2026 · 6 min read

In short: Consent Mode is how your cookie banner tells Google Analytics and Google Ads what the visitor agreed to. Set every signal to "denied" by default, update it when the visitor accepts, and Google tags behave accordingly — instead of tracking everyone from the first second.

The 4 signals

Signal	Controls
`analytics_storage`	Cookies for Google Analytics
`ad_storage`	Cookies for Google Ads and Floodlight
`ad_user_data`	Sending user data to Google for advertising (added in v2)
`ad_personalization`	Remarketing and personalized ads (added in v2)

Basic vs. advanced mode

Basic: Google tags don't load at all until the visitor accepts. Nothing reaches Google before consent. Simplest and most conservative.
Advanced: tags load immediately with everything "denied" and send cookieless pings that Google uses to model conversions. You keep more data, but requests to Google do happen before consent.

For businesses worried about pre-consent tracking claims, basic mode (or advanced with careful review) is the cautious choice. This site uses basic mode: Google Analytics isn't downloaded until you accept.

The default must come first

The most common mistake: the default "denied" command runs after Google Analytics or Google Ads has already fired. The order should be:

gtag('consent', 'default', {
  ad_storage: 'denied', ad_user_data: 'denied',
  ad_personalization: 'denied', analytics_storage: 'denied'
});
// ...then load Google tags. When the visitor accepts:
gtag('consent', 'update', { analytics_storage: 'granted', ... });

Most consent platforms (CookieYes, Cookiebot, Complianz, OneTrust, Shopify's banner) can do this for you if the "Google Consent Mode" option is turned on.

How to check it

Use Tag Assistant (tagassistant.google.com), connect your site and look at the Consent tab for the first event: the defaults should be "denied".
In a private window, open developer tools → Network, filter collect. Before accepting, requests should be absent (basic) or contain gcs=G100 (advanced, all denied).
Run our free scan to see whether Google tags load before consent at all.

Not sure your Consent Mode is set up?

Scan free in 15 seconds. Our $149 fix configures Consent Mode v2 with your banner and proves it with a re-scan.

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Common questions

Is Consent Mode required?

Google requires Consent Mode v2 signals for advertisers who measure or remarket to users in the European Economic Area and the UK. For U.S.-focused sites it's not required by Google, but it's the standard way to make Google tags respect your banner.

Will Consent Mode lower my numbers in GA4?

You'll see fewer tracked users if many visitors decline. Advanced mode can model some of the gap; basic mode doesn't. Many small sites find the trade-off acceptable.

Does Consent Mode cover the Meta Pixel or TikTok?

No. Consent Mode only controls Google tags. Other pixels must be blocked by your consent tool or tag manager until the visitor accepts.