What is Consent Mode v2?
Nicklas Segatz Mortensen · Growth Hacker · Fractional CMO · Meta Ads Nerd · 8 July 2026 · 3 min.
Definition
Consent Mode v2 is Google's framework that adjusts how tags behave based on the user's consent choices — and lets Google statistically model conversions for users who've rejected cookies.
Also called: Consent Mode, Consent Mode v2, Google Consent Mode
Sådan virker det
Consent Mode v2 justerer, hvordan Google og Meta måler, alt efter om brugeren har givet samtykke. Ved afvist samtykke sendes cookieless signaler, og platformene modellerer de manglende konverteringer statistisk — så du bevarer en del af måledata uden at bryde samtykkekrav.
01Lawful measurement without losing all signal
When a user rejects cookies, you can't set them — but with no measurement at all, a large share of your conversions would vanish from the reports. Consent Mode v2 solves the dilemma: on rejected consent, anonymous, cookieless signals are sent, and Google uses them to statistically model the missing conversions.
The result is that you meet consent requirements and GDPR while still keeping a usable data foundation for bidding. For larger European advertisers, proper Consent Mode v2 is increasingly a prerequisite for remarketing and conversion measurement to work at all.
Frequently asked questions
Is Consent Mode v2 required?+
For advertisers using Google's audience and measurement features in the EU, yes in practice — Google requires it to keep using things like remarketing and full conversion measurement. It's both a compliance and a performance question.
Does Consent Mode measure users who said no?+
Not individually. On rejected consent, only anonymous, cookieless signals are sent, and Google models the missing conversions statistically at an aggregate level — so you keep a data foundation without tracking the individual without consent.
Related terms
Glossary
What is server-side GTM?
Server-side GTM (sGTM) is a Google Tag Manager container that runs on your own server instead of in the user's browser — so data is processed and sent to the platforms server-side rather than client-side.
Read the entry →Glossary
What is cookieless tracking?
“Cookieless” describes a digital landscape where third-party cookies are gone and first-party cookies are restricted — forcing measurement and targeting onto new methods.
Read the entry →Glossary
What is server-side tracking?
Server-side tracking sends conversion events from your own server (e.g. via a server-side Google Tag Manager container and Meta's Conversions API) instead of from the user's browser — so data isn't lost to ad blockers, cookie restrictions and iOS limitations.
Read the entry →
Nicklas Segatz Mortensen
Growth Hacker · Fractional CMO · Meta Ads Nerd at Oaksmond
Growth hacker and fractional CMO with 10+ years' experience and hundreds of millions in managed ad spend behind him. Background from larger Danish and international scale-ups, and from the agency world.
Meet the team →