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Identity and governance
Consent Mode
Google Consent Mode v2
Consent Mode is the Google mechanism that lets its tags adjust behavior based on what the user has consented to. Version 2 adds two advertising signals to the analytics and storage ones.
- When it applies
- It fits when Google advertising products are used with European Economic Area traffic and you must be able to show the consent signal reached every tag.
- What it is confused with
- It is not a consent platform and it does not collect the user decision. It only carries a signal someone else has to produce. With no CMP behind it, there is nothing to carry.
- Architecture consequence
- The default state before the user decides is a design decision with legal consequences. And if the signal arrives late, tags have already fired with the previous value.