Google Consent Mode V2
Google Consent Mode V2
Since March 2024 Google has required four consent signals for advertising and measurement in the European Economic Area — and a certified platform to set them. Aiara is one.
Google Consent Mode V2 at a glance
- In force
- Binding since March 2024
- Supervision
- Google (contractual requirement)
- Penalty
- Loss of audiences, measurement and modelling
- Model
- Four signals, set before loading
What is Consent Mode V2?
Consent mode is the interface through which your website tells Google whether consent exists. Rather than simply blocking scripts, they load in a restricted state: without consent no identifiers are stored, but anonymous signals are transmitted from which Google models conversions.
Version 2 expanded the original two signals to four. Newly added are indications of whether user data may be sent to Google and whether it may be used for personalisation. The background is the Digital Markets Act, which obliges Google to demonstrate consent.
Who needs consent mode?
Google Ads in the European Economic Area
Without signals no new audience lists are built, and remarketing runs empty.
Google Analytics 4
Where the signals are missing, conversion modelling and audience export fall away — the reports become patchy.
Even without your own advertising
Anyone only measuring but using Google tools is affected as well.
What exactly does Google require?
Four separate signals
Ad storage, analytics storage, user data for advertising and personalisation have to be set individually.
A default state before loading
The initial state has to be in place before the first Google script starts — otherwise Google treats the page as not covered.
An update after the decision
Once the visitor clicks, the signals have to be updated immediately, without reloading the page.
A certified consent platform
For advertising products in the European Economic Area, Google only accepts platforms from its own certification list.
How does Aiara implement consent mode?
Aiara has been through Google's certification and sets the signals at the only point where they work — before the first script.
Certified by Google
Aiara is a Google-certified consent platform and therefore approved for advertising products in the European Economic Area.
Default state from the local cache
The initial state is set before the configuration has even loaded — from the local cache. This is exactly where self-built solutions fail, because they only react after the network call.
All four signals
Ad storage, analytics storage, user data for advertising and personalisation are derived from the banner categories and set individually.
Immediate update
After the decision the signals are updated straight away; blocked scripts load without the page having to be reloaded.
Works with Tag Manager
Whether you embed Google scripts directly or control them through Tag Manager — Aiara sets the signals correctly either way.
Frequently asked questions about Google Consent Mode V2
Official sources
This page summarises the legal position in plain language and is no substitute for legal advice.