Reference / Glossary / Infrastructure and standards
Consent Mode
Google's mechanism for adjusting how its tags behave based on user consent: with consent denied, tags send cookieless pings that Google uses to model conversions rather than setting identifiers. Consent Mode v2, required in the EEA and UK since March 2024, adds signals for ad personalization and ad user data. It is configured through the Consent Management Platform or directly in the tag.
Related terms
Used in The Signal
Cite this entry:
Agency Echelon. "Consent Mode." Agency Echelon Reference, reviewed September 2026. https://agencyechelon.com/reference/glossary/consent-mode/