Google Consent Mode
The Google mechanism that passes the visitor's cookie choice to Google tags so that analytics and advertising tags behave according to that choice.
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Why it matters
Consent mode lets limited, aggregate signals be sent without cookies for visitors who do not consent, and full measurement for those who do. For users in the European Economic Area, personalised advertising and remarketing cannot be used without the correct consent signal. The setup must be wired correctly to the consent banner.
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Example
A shop connects its consent banner to consent mode. For visitors who reject, no analytics cookie is written; the ad platform partly estimates the gap through modelling, and campaigns keep working for visitors in Europe.
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Common mistake
Setting the default state to granted. Consent mode should start from a denied default before the visitor chooses; otherwise data is sent without consent.
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Related terms
Related services and guides
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