Consent Mode V2

Since March 2024 Google requires all four consent parameters for Ads, otherwise no conversion modelling.

What we check

Checks the four Consent Mode V2 parameters in gtag(consent, ...).

Why it matters

Since March 2024 Google requires all four consent parameters for Ads, otherwise no conversion modelling.

Common causes

Consent Mode is "enabled", but only the two old parameters (ad_storage, analytics_storage) are set. ad_user_data and ad_personalization have been missing since the mandatory V2 update.
The default snippet sits in the tag manager instead of the HTML and loads too late, the classic race condition on SPAs.
The CMP categories were never mapped to the Consent Mode parameters. The banner collects consents, gtag never hears about them.
A template or plugin sets the parameters only on subpages, the homepage loads without a default state.

The fix

Set gtag("consent", "default", { ad_storage, analytics_storage, ad_user_data, ad_personalization }) before GA, then "update" after the consent decision.

Matching template

Consent Mode Audit Checklist

Seven layers, each with a check, a failure signal and an owner. Covers this finding and the six around it.

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Check it yourself first

The Tracking Check tests this point along with all the others, in seconds.

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Asked often

What does a failing "Consent Mode V2" check mean?

Since March 2024 Google requires all four consent parameters for Ads, otherwise no conversion modelling. Set gtag("consent", "default", { ad_storage, analytics_storage, ad_user_data, ad_personalization }) before GA, then "update" after the consent decision.

How do you fix a failing "Consent Mode V2" check?

Set gtag("consent", "default", { ad_storage, analytics_storage, ad_user_data, ad_personalization }) before GA, then "update" after the consent decision.

The fix, delivered

Wired up in days, not sprints.

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