Consent Mode V2 is no longer optional
Since March 2024, Google requires Consent Mode V2 for all advertisers serving in Europe. Without it, your Google Ads campaigns can no longer use remarketing or similar audiences on European traffic.
The 4 Consent Mode V2 signals
| Parameter | Role |
|---|---|
ad_storage | Advertising cookies (remarketing) |
analytics_storage | Analytics cookies (GA4) |
ad_user_data | Sending user data to Google Ads |
ad_personalization | Ad personalization |
The last two are new in V2 and mandatory.
How it works
When the user accepts
Everything works normally: cookies are set, complete data is sent.
When the user refuses
Google tags still fire, but without cookies and without personal data. Google receives anonymized pings and uses statistical modeling to estimate missing conversions.
Result: you recover an estimate of 70 to 85% of refused traffic, versus 0% without Consent Mode.
Impact on your performance
Before/after Consent Mode V2 on a French e-commerce site:
- Tracked conversions: +28%
- Remarketing audiences: +45% coverage
- Modeling cost: €0 (native Google)