GLOSSARY

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

Consent Mode helps organisations align Google advertising and analytics behaviour with recorded choices and can reduce measurement gaps through modelling. 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 behaviour, 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 organisations must assess configuration, disclosures, regional requirements, and vendor behaviour. Modelled 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 modelling, while granted consent enables permitted storage and measurement.