What is Google Consent Mode v2?
Google Consent Mode is a framework that tells Google tags how to behave based on whether users have consented to cookies. It acts as a bridge between your cookie consent banner and Google's tracking tags.
Version 2, released in late 2023, added two new required parameters: ad_user_data and ad_personalization. These became mandatory for EU/UK advertisers in March 2024.
- User arrives on your site, consent banner appears
- Google tags load with default "denied" state
- User accepts or rejects cookies
- Consent Mode updates tag behavior accordingly
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.
- Cannot capture new EEA users in GA4 audience lists
- Cannot share audiences with Google Ads for remarketing
- Cannot get accurate conversion attribution for EU traffic
- Personalized advertising stops working for EU users
- Continue building remarketing audiences
- Maintain conversion tracking accuracy via modeling
- Stay compliant with GDPR and DMA requirements
- Unlock conversion modeling for unconsented traffic
Basic vs Advanced Consent Mode
You can implement Consent Mode in two ways. Understanding the difference is critical for maximizing your conversion data.
Basic Consent Mode
Google tags are completely blocked until users accept cookies. No data is collected from users who decline.
- Maximum privacy compliance
- Simple implementation
- No data from ~70% of EU users
- No conversion modeling
Advanced Consent Mode
RecommendedTags load immediately but send "cookieless pings" when consent is denied. Enables conversion modeling.
- 15-25% more conversions via modeling
- Better data for Smart Bidding
- Still GDPR compliant (no PII)
- Insights into all traffic
What are "cookieless pings"? When users decline cookies in Advanced mode, Google tags send anonymized data (page visited, general location, conversion event) without any cookie identifiers that could link to an individual. This anonymous data feeds Google's AI models to estimate conversions.
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.
| Parameter | Purpose | Version |
|---|---|---|
| analytics_storage | Controls analytics cookies (GA4) | v1 |
| ad_storage | Controls advertising cookies | v1 |
| ad_user_data | Controls sending user data to Google for ads | v2 NEW |
| ad_personalization | Controls remarketing and personalized ads | v2 NEW |
Consent Mode made easy
ScaleUp handles Consent Mode v2 automatically — no manual tag configuration required.
Install Free on ShopifyRated 5.0 on Shopify App Store
Setup Options for Shopify
There are several ways to implement Consent Mode v2 on Shopify, ranging from built-in options to third-party solutions.
Option 1: Shopify's Built-in Cookie Banner
RecommendedShopify offers a native cookie banner that automatically enables Consent Mode when used with the Google & YouTube app.
- Free and built-in
- Automatic integration
- No code required
- Limited customization
Option 2: Third-Party CMP (Consent Management Platform)
Apps like Consentmo, Pandectes, or CookieYes offer more customization and compliance features.
- More customization
- Advanced compliance features
- Monthly subscription cost
- May need configuration
Option 3: Tracking Apps with Built-in Consent Mode
Some tracking apps like ScaleUp include Consent Mode v2 support, respecting whatever CMP you have installed.
- Automatic Consent Mode detection
- Works with any CMP
- No extra setup for tracking
- Enhanced Conversions included
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.
| Requirement | Minimum |
|---|---|
| Ad clicks (per country, per domain) | 700 over 7 days |
| Data collection period | 7 full days minimum |
| Consent rate | ~20%+ recommended |
| Consent Mode | Advanced mode enabled |
- Google analyzes patterns from users who did consent to cookies
- The AI identifies similar behavior patterns in anonymized data from unconsented users
- Google estimates conversions that likely occurred but weren't directly tracked
- Modeled conversions are added to your reports (shown as "modeled" in some views)
Frequently Asked Questions
Is Consent Mode v2 required for US-only stores?
Not currently mandatory, but recommended. US privacy laws are evolving, and implementing Consent Mode now prepares you for future requirements. It also provides conversion modeling benefits.
Do I need a CMP if I only sell in the US?
You should still have a cookie consent banner for California (CCPA/CPRA) and other states with privacy laws. Consent Mode works with US privacy requirements too.
Will Consent Mode affect my conversion numbers?
Initially, you may see a dip as users decline cookies. But with Advanced mode and modeling, you'll typically recover and exceed previous numbers within a few weeks as modeling kicks in.
Can I use Consent Mode without a cookie banner?
Technically yes, but it defeats the purpose. Consent Mode is designed to work with a consent management system. Without a banner, you can't collect valid consent for EU users.
Does ScaleUp support Consent Mode v2?
Yes. ScaleUp automatically detects your CMP and respects consent signals. It supports all four v2 parameters and works with Shopify's native banner or third-party CMPs.
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
Jamie helps Shopify merchants navigate privacy compliance while maintaining accurate conversion tracking.
Google Ads & Shopify conversion tracking experts
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