Google Consent Mode v2

Google Consent Mode v2 is a way to tell Google's advertising and analytics tags what the visitor agreed to. It carries four signals, covering advertising storage, analytics storage, sending user data to Google for advertising and personalised advertising. Tags then adjust, for example by not setting cookies when the visitor refuses. A consent tool with this feature sends those signals automatically. Cookiebot is listed as having it.

Google expects advertisers with visitors in the European Economic Area to use it. Without it, audiences and conversion measurement in Google Ads can be limited or stop working, and the numbers in your reports may be incomplete. It matters if you run Google Ads or use Google Analytics. A site that uses neither has no need for it.

• Ask whether the tool is a certified partner for Consent Mode v2 in Google's list of consent platforms.
• Check that the signals change when a visitor accepts or refuses, using Google Tag Assistant or the browser's developer tools.
• Ask whether the setup works through Google Tag Manager, and whether it needs coding.
• Find out whether the modelled conversion data in Google Ads is available after switching it on.