Google Consent Mode is a framework that allows Google tags (Analytics, Ads, Tag Manager) to adjust their behavior based on the consent status of your website visitors. Instead of simply blocking or allowing Google scripts, Consent Mode lets the scripts load in a restricted "cookieless" mode when consent is denied — preserving some measurement capabilities while respecting user privacy.
How Consent Mode Works
Consent Mode communicates with Google tags through two consent signals:
analytics_storage— Controls whether Google Analytics can store cookies. When denied, GA still collects cookieless pings but doesn't create or read cookies.ad_storage— Controls whether Google Ads can store cookies. When denied, no advertising cookies are set, but basic conversion signals may still be modeled.
Additional signals in v2:
ad_user_data— Controls whether user data can be sent to Google for advertising purposes.ad_personalization— Controls whether personalized advertising is allowed.
Consent Mode v2 (Required Since March 2024)
Google introduced Consent Mode v2 in late 2023, and since March 2024 it is required for all advertisers targeting users in the European Economic Area (EEA). Without Consent Mode v2:
- You cannot build remarketing audiences in Google Ads for EEA users.
- Conversion measurement is significantly limited.
- Google may restrict your ability to use certain advertising features.
Basic vs. Advanced Implementation
There are two levels of Consent Mode implementation:
- Basic — Google tags are completely blocked until consent is given. Simple to implement, but you lose all measurement data from users who deny consent.
- Advanced — Google tags load immediately in a restricted mode. When consent is denied, they send cookieless pings that Google uses for behavioral modeling. This provides estimated conversion data even without consent, while still respecting GDPR.
How to Implement in WordPress
Most modern cookie consent plugins support Google Consent Mode v2:
- Cookiebot — Built-in Consent Mode v2 support. Enable it in Cookiebot settings.
- Complianz — Supports Consent Mode v2 with automatic signal forwarding.
- Real Cookie Banner — Offers Consent Mode v2 integration.
- WP Consent API — A WordPress plugin that provides a standardized consent API for other plugins.
The TCF Connection
The Transparency and Consent Framework (TCF) is an IAB standard for managing consent. Google accepts TCF 2.2 signals as an alternative to Consent Mode. If your CMP supports TCF, it can communicate consent to Google through the TCF API instead of (or in addition to) Consent Mode.
How InspectWP Helps
InspectWP detects whether your WordPress site has Google Consent Mode implemented and whether the TCF API is present. It also identifies Google Analytics, Google Ads, and other Google services on your site — helping you understand which consent signals need to be configured.