# What is Consent Mode v2?

> Consent Mode v2 passes a visitor's cookie choices to Google's tags. What the two new settings do, who needs it and what happens when someone says no.
- **Author**: Marxx
- **Published**: 2026-11-17
- **Category**: Google
- **URL**: https://marxx.ai/library-glossary/consent-mode-v2

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Consent Mode v2 is Google's way of passing a visitor's cookie choices to its ad and analytics tags. Google added two settings to consent mode in November 2023, `ad_user_data` and `ad_personalization` ([Google for Developers](https://developers.google.com/tag-platform/security/guides/consent), checked 2026-10-20).

## The four settings

| Setting | What it controls |
|---|---|
| `ad_storage` | Advertising cookies |
| `analytics_storage` | Analytics cookies |
| `ad_user_data` | Sending user data to Google for advertising |
| `ad_personalization` | Personalised ads, such as remarketing |

## What happens when a visitor says no

Google's [consent mode reference](https://support.google.com/google-ads/answer/13802165) says:

- If `ad_user_data` is denied, the use of personal data for online advertising is off. Click-ID based conversion data sent to Ads is limited, which can affect bidding.
- If `ad_personalization` is denied, personalised advertising is off. Remarketing gets no data.
- You need both granted for personalised ads.

## Who needs it

Google's EU user consent policy covers end users in the European Economic Area, the UK and Switzerland ([Google](https://www.google.com/about/company/user-consent-policy/)). It asks advertisers to get legally valid consent, keep records and tell people how to withdraw it. India is not named.

Google also warns that if your tags are delayed or blocked until a visitor answers the banner, your modelled conversions are less accurate ([Google Ads Help](https://support.google.com/google-ads/answer/12962079), checked 2026-10-20).

## A worked example

Say a Mumbai brand ships to the UK and Germany. 1,000 visitors from those countries arrive through ads. 600 accept ad cookies and 400 reject them. The numbers are made up.

| Choice | Visitors | Signals sent | Effect |
|---|---|---|---|
| Accept | 600 | Both granted | Remarketing and conversion data flow |
| Reject | 400 | Both denied | No remarketing from them. Click-ID conversion data is limited |

Your remarketing list grows from 600 people, not 1,000. Google sees fewer measured conversions and models some of the rest. So [ROAS](/glossary/roas) in Google Ads can differ from your sales.

## FAQ

### Is Consent Mode v2 the same as a cookie banner?

No. The banner collects the visitor's choice. Consent mode passes that choice to Google's tags.

### Do I need it if I only advertise in India?

Google's policy names the EEA, UK and Switzerland. If you serve those visitors, it applies to you. Ask your lawyer about your own case.

### What are basic and advanced mode?

Google says you can implement either. Advanced mode adds features such as region-specific defaults and URL passthrough, which passes ad click data in the URL when cookies are denied.

For the Meta side of tracking, see the [Conversions API](/glossary/conversions-api) and [Meta Pixel vs Conversions API](/compare/pixel-vs-conversions-api).

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