What is Consent Mode?

Your consent banner tells Google tags whether a visitor allowed analytics storage, advertising storage, sending their data to Google for advertising, and ad personalization. The tags then change their behavior to match.

When consent is denied, tags can send limited signals that don't use cookies. Google's systems may use those signals to model some of the conversions that would otherwise be missing.

As more visitors decline tracking, reported conversions drop even when real results don't. Consent Mode helps narrow that gap while still respecting the choice the visitor made.

Modeled data is an estimate, so treat it as a helpful approximation and not an exact count.

Set default consent states, connect your consent banner so it updates them, and check that tags fire as expected in a test. Google's requirements for advertising features in some regions have changed over time, so check the current documentation.