What is Google Consent Mode v2?

Google Consent Mode v2 is a framework that adjusts how Google tags behave based on user consent status. It includes four parameters: analytics_storage, ad_storage, ad_user_data, and ad_personalization. Version 2 added the last two parameters which are now mandatory for EU/UK advertisers.

Is Consent Mode v2 required for Shopify stores?

If you run Google Ads targeting users in the EU or UK, Consent Mode v2 is required to continue using personalized advertising, remarketing, and to maintain accurate conversion tracking. Without it, you cannot build audiences or use conversion data for optimization.

What happens if I don't implement Consent Mode v2?

Without Consent Mode v2, you lose the ability to capture EEA users in GA4 audience lists, share audiences with Google Ads for remarketing, and get accurate conversion attribution for EU/UK traffic. Your conversion data will be incomplete.

Does Basic or Advanced Consent Mode track more conversions?

Advanced Consent Mode typically reports 15-25% more conversions than Basic mode through conversion modeling. Advanced mode sends anonymized pings even when users decline cookies, allowing Google to model conversions statistically.

Google Consent Mode v2 for Shopify: Complete Setup Guide

Why Consent Mode v2 is Required

Google made Consent Mode v2 mandatory for EU/UK advertisers to comply with GDPR and the Digital Markets Act (DMA). Without it, you lose critical advertising capabilities.

Only ~31% of Users Accept Cookies

On average, nearly 70% of EU visitors decline tracking cookies. Without Consent Mode v2's conversion modeling, you're blind to the majority of your traffic.

Basic vs Advanced Consent Mode

You can implement Consent Mode in two ways. Understanding the difference is critical for maximizing your conversion data.

The Four Consent Parameters

Consent Mode v2 requires all four parameters to be properly configured. Missing any one breaks your Google Ads integration.

All Four Are Required

If you only configured analytics_storage and ad_storage (the v1 parameters), your setup is incomplete. You must add the two new v2 parameters.

Consent Mode made easy

ScaleUp handles Consent Mode v2 automatically — no manual tag configuration required.

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Setup Options for Shopify

There are several ways to implement Consent Mode v2 on Shopify, ranging from built-in options to third-party solutions.

Setting Up Shopify's Native Cookie Banner

The simplest way to implement Consent Mode v2 on Shopify. Works automatically with the Google & YouTube app.

Important: Use Google & YouTube App

Shopify's cookie banner integrates with the Google & YouTube app. If you use this combination, Consent Mode v2 is handled automatically. If you use a different tracking method, ensure it supports Shopify's Customer Privacy API.

Open Customer Privacy Settings

Go to Settings → Customer privacy in your Shopify admin.

Set Up Cookie Banner

Open the "Cookie banner" section and click Set up banner.

Configure Appearance

Choose your banner's appearance, position, and text. Keep it simple and clear.

Select Regions

Choose which regions should see the banner. At minimum, select EU and UK.

Activate

Click Activate cookie banner. Consent Mode is now enabled automatically.

Testing Your Consent Mode Setup

Verify that Consent Mode is working correctly before relying on the data.

Common Testing Mistake

Don't test with your browser's developer tools setting consent manually. This doesn't test the actual integration. Use your real cookie banner to test the complete flow.

Use Google Tag Assistant

Install the Chrome extension and visit your store. Check if the consent state shows correctly (granted or denied).

Test Consent Flow

Visit your store in incognito mode. Accept cookies, then check Tag Assistant - all parameters should show "granted".

Test Denial Flow

Visit again and decline cookies. Parameters should show "denied". In Advanced mode, you should still see pings being sent.

Check Google Ads

In Google Ads, go to Tools → Conversions. Look for the "Consent mode" column - it should show "Active" for your conversion actions.

Understanding Conversion Modeling

With Advanced Consent Mode, Google uses machine learning to model conversions from unconsented traffic. Here's how it works and what to expect.

Expected Impact

Stores using Advanced Consent Mode typically see 15-25% more conversions reported through modeling. This additional data helps Smart Bidding optimize more effectively.

Frequently Asked Questions

Sources

Consent Mode v2 Ready Tracking

ScaleUp supports Consent Mode v2 out of the box. Works with Shopify's native banner or any third-party CMP.

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Written by Jamie Scott

Founder & CEO, ScaleUp

Google Ads CertifiedShopify Expert

Jamie helps Shopify merchants navigate privacy compliance while maintaining accurate conversion tracking.

Helped 2,000+ Shopify merchants improve ROAS

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