Consent Mode helps stay compliant with regulations while still partly modelling conversion data.
What it means in practice
Consent Mode (now version 2) is a Google mechanism that tells Google Analytics and Google Ads whether the user agreed to analytics and advertising cookies. The tools then adapt their behaviour to that consent.
Why it matters for your business
Since 2024 Consent Mode v2 has been required in the EU to use the full capabilities of Google Ads and remarketing. It also allows modelling some conversions from users who didn’t consent, without breaking the rules.
Examples and good practice
- Set consent to “denied” by default before the user chooses.
- Update the consent state after a click in the banner.
- Verify the setup in Google Tag Assistant.
- Use a certified banner (CMP) at larger scale.
How Novi handles it
Novi websites with the GDPR and cookie package include Consent Mode v2: denied by default, updated after the banner choice and compatible with Google Ads.
