Consent Mode
01 Definition
Consent Mode meaning: Google's feature that adjusts how its tags behave based on a user's consent choices.
Consent Mode is a Google framework where your site tells Google tags whether a user granted or denied consent for analytics and advertising cookies. Tags then adjust behavior, and Google may use modeling to fill gaps from denied consent. It works with, not instead of, a consent banner and applicable privacy law.
Why it matters
How Consent Mode fits the work
Consent Mode links a user's cookie choices to how Google measurement and ads tags run, helping advertisers respect consent while retaining some modeled reporting.
In context
With Consent Mode enabled, denied users sent only cookieless signals, and Google used modeling to estimate the conversions those sessions likely produced.
Practical note
Consent Mode does not collect consent itself; you still need a compliant consent banner, and conversion modeling produces estimates rather than exact counts.