What Consent mode means
Privacy laws in many regions require consent before certain tracking. Consent mode works with your cookie banner so tags respect each visitor's choice while still giving modeled reporting. It is required for some Google advertising features in the European Economic Area.
Why it matters for your website
If you advertise with Google or use Google Analytics in regions with consent rules, your tags need to respect what visitors chose. Consent mode helps you stay on the right side of privacy rules while still keeping some measurement through modeling. Without it, you can lose data or features for certain audiences.
An online clothing store serving European customers connects its cookie banner to consent mode. When a visitor declines analytics cookies, Google tags adjust their behavior instead of setting those cookies.
Tips
- Use a cookie banner tool that supports Google consent mode.
- Check in Tag Assistant that consent states update when visitors make a choice.
- Get legal advice on which regions and cookies need consent for your business.
Common mistakes
- Loading tracking tags before the visitor has made a consent choice where consent is required.
- Assuming consent mode alone makes your site legally compliant.
