Google Consent Mode v2

Learn how Cookient integrates with Google Consent Mode v2 for compliant analytics and advertising in the EU/EEA.

Overview

Google Consent Mode v2 is a framework that allows Google tags (Analytics, Ads, etc.) to adjust their behavior based on user consent. Since March 2024, it's required for advertisers targeting users in the EU/EEA.

Required for EU Advertisers

If you run Google Ads campaigns targeting EU/EEA users and don't implement Consent Mode v2, you will lose audience data and remarketing capabilities.

Why It Matters

•Legal compliance – Required by GDPR and ePrivacy
•Preserve analytics – Cookieless pings still provide aggregated data
•Remarketing – Required for Google Ads audiences in EU

How It Works

Cookient automatically communicates consent status to Google services through the gtag('consent', ...) API.

1
Default State
When the page loads, Cookient sets all consent types to denied by default.
2
User Interaction
User sees the consent banner and makes their choices.
3
Consent Update
Cookient calls gtag('consent', 'update', ...) with the user's choices.
4
Tag Behavior
Google tags adjust automatically – full tracking if granted, cookieless pings if denied.

Example Consent Update

gtag('consent', 'update', {
  'ad_storage': 'granted',
  'ad_user_data': 'granted',
  'ad_personalization': 'granted',
  'analytics_storage': 'granted'
});

Consent Types

Google Consent Mode v2 introduces four consent types. Cookient maps your cookie categories to these automatically.

Google Consent Type	Cookient Category	Purpose
ad_storage	Marketing	Store advertising cookies
ad_user_data	Marketing	Send user data to Google for ads
ad_personalization	Marketing	Personalized advertising (remarketing)
analytics_storage	Analytics	Store analytics cookies (GA4)

Automatic Mapping

You don't need to configure these manually. When a user accepts the "Marketing" category, all three ad-related consent types are granted. Accepting "Analytics" grants analytics_storage.

Setup

Google Consent Mode is enabled by default in Cookient. Here's how to verify it's working correctly with your Google tags.

Step 1: Install Cookient First

The Cookient script must load before any Google tags. This ensures the default consent state is set before Google starts tracking.

Correct Script Order

<head>
  <!-- 1. Cookient FIRST -->
  <script src="https://cookient.app/c/YOUR_TOKEN.js"></script>

  <!-- 2. Google Tag Manager or gtag.js AFTER -->
  <script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXXX"></script>
  <script>
    window.dataLayer = window.dataLayer || [];
    function gtag(){dataLayer.push(arguments);}
    gtag('js', new Date());
    gtag('config', 'G-XXXXXX');
  </script>
</head>

Step 2: Verify in Google Tag Assistant

Install the Google Tag Assistant browser extension
Visit your website and open Tag Assistant
Look for "Consent" section in tag details
Verify consent state changes when you interact with the banner

Step 3: Check GA4 Real-Time Reports

In Google Analytics 4, go to Reports → Real-time. You should see events coming in with consent status indicated.

Testing

Test your Consent Mode implementation to ensure it's working correctly.

Using Browser DevTools

Open DevTools → Console
Type dataLayer and press Enter
Look for consent events in the array
Verify default shows denied initially
Accept cookies and check for update with granted

Using Network Tab

Open DevTools → Network
Filter by "collect" or "google"
Before consent: Look for gcs=G100 (all denied)
After accepting all: Look for gcs=G111 (all granted)

GCS Parameter Values

gcs=G100  → All denied (default state)
gcs=G110  → Analytics granted, Ads denied
gcs=G101  → Analytics denied, Ads granted
gcs=G111  → All granted

Troubleshooting

Consent state not updating

Cause: Google tags loaded before Cookient.

Solution: Move the Cookient script to load before all Google tags in your <head>.

"Consent not detected" in Tag Assistant

Cause: gtag function not available when Cookient initializes.

Solution: Ensure you have the gtag.js base code installed, even if using GTM.

No data in GA4 after denying consent

This is expected behavior. When analytics consent is denied, Google Analytics respects this and doesn't collect identifiable data.

You may still see aggregated, cookieless pings that provide basic metrics without personal data.

Remarketing audiences not building

Cause: Users are not consenting to Marketing category.

Solution: This is expected – you can only build audiences from users who consent. Consider making your consent request clearer about the benefits of personalized ads.

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