Consent Mode v2: Basic versus Advanced

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Explore the distinctions between basic and advanced modes of Consent Mode V2 for website or app implementation. These two approaches offer tailored solutions to manage user consent in compliance with privacy regulations.

Basic Consent Mode Implementation

Opting for the basic Consent Mode V2 setup ensures that Google tags are withheld from initiating until the user engages with a consent notification. This approach guarantees no data is shared with Google before the user's interaction. Upon receiving consent, Google tags are activated, employing Consent Mode V2 APIs to manage and transmit consent states in this sequence:
1. Dispatch initial consent states.
2. Update and dispatch revised consent states.

Should the user withhold consent, Google tags remain inactive, ensuring no data, including consent status, is shared. This leads to reliance on a generalized model for conversion modeling within Ads, emphasizing user privacy.

How to implement Basic Consent mode?
1. Make sure the google tags are blocked from loading before consent, add the cookie banner directly to the <head> of the website. 

2. Configure the default settings of consent mode over the banner.

2. Block any google tags from loading before consent, alter the script tags: Change website's scripts to comply with the GDPR or if using Google Tag Manager Google Tag Manager cookie banner configuration (Default)

Advanced Consent Mode Implementation

The advanced variant of Consent Mode V2 allows Google tags to load immediately as the website or app is accessed, initiating the Consent Mode API. It proceeds to:
- Establish default consent states, typically set to non-consent unless altered.
- Send anonymized signals if consent is not granted.
- Await user consent via the consent banner to send complete data.

This method enhances modeling accuracy by offering an advertiser-specific model, in contrast to the basic version's generalized approach.

Comparative Overview

Feature Basic Consent Mode Advanced Consent Mode
Tag loading Basic mode restricts tag loading until user consent Loads tags before consent but with the default set to denied
Data transmission No data, including the default consent is transmitted without user consent If consent is denied the consent state and cookieless pings are send. If consent is granted cookies are set and all data is collected
Consent states Set only after the user interacts with the cookie banner The default settings are denied unless configured in another way and will update based on the choice of the user.
Tag behaviour after consent Will only load and execute the consent mode api once a user grants consent. Will modify the tag behaviour based on the consent of the user.
Conversion modeling General, without a lot of defails Advertiser-specific model


This tailored approach to consent management underlines the flexibility and precision offered by Consent Mode V2, ensuring compliance and user trust.

More information can be found in this article from Google.

How to implement Advanced Consent Mode:

1. If you are using Google Tag Manager: Google Tag Manager and Google Consent Mode v2

2. If you are loading google tags directly in your website and the cookie banner as well:

Google Consent Mode v2 without GTM (Manual integration)

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