Digital Lexicon Hub

A Google tag-platform feature that adjusts tag and app-SDK behavior according to a user's consent choices.

Consent Mode helps organizations align Google advertising and analytics behavior with recorded choices and can reduce measurement gaps through modeling. It also makes consent implementation a shared responsibility across privacy, marketing, analytics, and engineering teams.

A European site sets all relevant Google consent states to denied before tags run. Its consent management platform updates those states after the visitor chooses, and the team verifies regional defaults, tag behavior, and consent signals in a test environment.

Consent Mode does not provide a banner, collect valid consent, or establish legal compliance. Advanced mode can transmit cookieless signals when storage is denied, so organizations must assess configuration, disclosures, regional requirements, and vendor behavior. Modeled results are estimates and depend on eligibility and data quality.

A consent management platform or application supplies consent states such as analytics_storage, ad_storage, ad_user_data, and ad_personalization. In basic implementation, Google tags are blocked until consent is granted. In advanced implementation, tags load with denied defaults and may send consent-state and cookieless measurements that Google can use for modeling, while granted consent enables permitted storage and measurement.