Advanced vs Basic Google Consent Mode v2

How to select Advanced or Basic Google Consent Mode v2?

Written by NelsonLast update 17 days ago

Google Consent mode v2 allows you to signal the consent status of your users, adapt Google tag behavior accordingly, and enables Google to model for gaps in conversions. It is important to choose the default consent state, which is applied before the user makes any selection regarding the cookie usage. Consent mode allows you to communicate your users’ consent choices made on consent banners to Google tags or SDK so that they can adjust their behavior accordingly. This allows you to respect user privacy choices when measuring conversions and remarketing users.

There are two types of Google consent mode: Basic and Advanced.

  • Basic Consent Mode: Google tags are blocked before users grant consent. Consent Mode has been implemented, but data is collected only from consented users when they grant user consent. If users deny cookie consent, Google tags do not fire at all.

  • Advanced Consent Mode: Consent Mode has been implemented, and data is collected from both consented and non-consented users, when they grant consent and when they deny consent. Google tags are not blocked before users make their consent choices. All tags are fired and sent to Google Analytics 4 (GA4):
    If users grant cookie consent, cookies are set on users' devices and send user data to GA4.
    If users deny cookie consent, cookies are not set, but cookieless pings are used instead, which send anonymized data to GA4.

Basic Consent Mode implementation provides simpler consent management, is easier to setup and requires less customization of the functionality of Google Tags.

Advanced Consent Mode implementation is the default consent mode at GTM. It provides website owners with enhanced customization and control over consent management, allows them to collect more user information, and enables improved modeling.

Read more about consent mode:

Basic vs Advanced consent mode.

Google is Introducing consent mode.

Google's documentation on how consent mode works.

How to install Google Consent Mode v2 with GTM?

For troubleshooting missing Consent Mode or TCF signals on Google tags, clients should first contact the CMP support, as specified by Google.

To select consent mode for your website or app, perform the following steps:

Step 1: go to your GTM account > Tags:

You need to select consent mode for all Google Tags, except CookieScript.

Step 2: Go to Tag Configuration > Advanced Settings > Consent Settings:

Step 3: Select your consent mode.

If you want to choose the Advanced consent mode, select Additional Consent Checks as Not Set. This is the default consent mode at GTM:

If you want to choose the Basic consent mode, select Additional Consent Checks as Require additional consent for tag to fire and select required tags from the drop-down list:

Step 4: Lastly, you can check if you implemented consent mode correctly. Press Preview, go to the Tag Manager Preview Mode, and check if tags are firing or not.

In the case of Google Tag, the firing trigger was Initialization. During the Basic consent mode implementation, the Initialization trigger should not fire:

In the case of Google Analytics, the firing trigger was Consent Initialization. During the Advanced consent mode implementation, the Initialization trigger should fire:

How do CookieScript categories map to Google Consent types?

Unlike other Consent Management Platforms, CookieScript allows you to map Google Consent types with categories used in your banner. This can be done in your banner settings > Behavior tab > Google Consent mode option.

Google consent type

CookieScript mapped category (can be adjusted in banner settings)

ad_storage (required)


analytics_storage (required)


functionality_storage (optional)


personalization_storage (optional)


security_storage (optional)


ad_personalization (required)


ad_user_data (required)


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