{"id":12972,"date":"2026-07-16T18:50:02","date_gmt":"2026-07-16T16:50:02","guid":{"rendered":"https:\/\/www.trackad.ai\/?page_id=12972"},"modified":"2026-07-22T14:33:49","modified_gmt":"2026-07-22T12:33:49","slug":"consent-mode","status":"publish","type":"page","link":"https:\/\/www.trackad.ai\/en\/glossary\/consent-mode\/","title":{"rendered":"Consent Mode"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-page\" data-elementor-id=\"12972\" class=\"elementor elementor-12972 elementor-12971\" data-elementor-post-type=\"page\">\n\t\t\t\t<div class=\"elementor-element elementor-element-52dfd0c bg_degrad_s5 forme_lb e-flex e-con-boxed e-con e-parent\" data-id=\"52dfd0c\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t<div class=\"elementor-element elementor-element-5363338 e-con-full e-flex e-con e-child\" data-id=\"5363338\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t<div class=\"elementor-element elementor-element-1968b83 elementor-widget elementor-widget-html\" data-id=\"1968b83\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<!-- BLOC 1 : FAQPage -->\n<script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"FAQPage\",\n  \"mainEntity\": [\n    {\n      \"@type\": \"Question\",\n      \"name\": \"What is the difference between Consent Mode and a CMP (consent management platform)?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"A CMP (Axeptio, Didomi, OneTrust, etc.) displays the cookie banner, collects the user's choice, and stores it. Consent Mode, on the other hand, transmits this choice to Google tags and adapts their behavior accordingly. The two are complementary: the CMP collects consent, while Consent Mode technically applies it to Google tracking.\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"What is the difference between basic and advanced Consent Mode?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"In basic mode, no Google tag is triggered until the user has given consent: no data is sent, and the modeling is less accurate. In advanced mode, the tags send anonymous pings even when consent is refused, which improves the quality of conversion modeling. However, the CNIL has expressed reservations regarding the compliance of advanced mode.\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"Does Consent Mode work without cookies?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"Yes, that is precisely its purpose. When a user refuses cookies, advanced Consent Mode sends signals without cookies or identifiers: these anonymous pings allow Google to statistically estimate missing conversions. Measurement is therefore not observed individually but modeled at an aggregated level.\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"Is Consent Mode v2 mandatory?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"Yes, for advertisers targeting the European Economic Area: since March 2024, Google has required Consent Mode v2 (with the ad_user_data and ad_personalization signals) to continue using remarketing, audiences, and advanced measurement in Google Ads. Without it, European audience lists stop being populated.\"\n      }\n    },\n    {\n      \"@type\": \"Question\",\n      \"name\": \"How many conversions can Consent Mode recover?\",\n      \"acceptedAnswer\": {\n        \"@type\": \"Answer\",\n        \"text\": \"Google states that modeling can recover a significant proportion of conversions lost due to consent refusal - the commonly reported estimate is approximately 65% of unobserved advertising journeys. The actual gain depends on the refusal rate, traffic volume, and the mode deployed (basic or advanced).\"\n      }\n    }\n  ]\n}\n<\/script>\n\n<!-- BLOC 2 : DefinedTerm \u2014 pas de sameAs Wikidata (fonctionnalit\u00e9 propri\u00e9taire de Google \u2014 GA4\/Google Ads\/Floodlight \u2014 sans entr\u00e9e g\u00e9n\u00e9rique d\u00e9di\u00e9e sur Wikidata) -->\n<script type=\"application\/ld+json\">\n{\n  \"@context\": \"https:\/\/schema.org\",\n  \"@type\": \"DefinedTerm\",\n  \"name\": \"Consent Mode\",\n  \"description\": \"Consent Mode is a technical solution developed by Google that adapts the behavior of tracking tags (Google Ads, GA4, Floodlight) according to the consent choice expressed by the user through the cookie banner. Consent Mode allows advertisers to continue partially measuring their advertising performance even when users refuse cookies, thanks to anonymized signals and conversion modeling.\",\n  \"url\": \"https:\/\/www.trackad.ai\/en\/glossary\/consent-mode\/\",\n  \"inDefinedTermSet\": \"TrackAd Glossaire\"\n}\n<\/script>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-21eeea4 titre_1l_1 elementor-widget elementor-widget-heading\" data-id=\"21eeea4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h1 class=\"elementor-heading-title elementor-size-default\">What is Consent Mode?\n\n<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9cdf6e5 elementor-widget elementor-widget-text-editor\" data-id=\"9cdf6e5\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<header class=\"page-header\"><div class=\"definition-block\"><p><b>Consent Mode<\/b><span style=\"font-weight: 400;\"> is a technical solution developed by <\/span><b>Google<\/b><span style=\"font-weight: 400;\"> that adapts the behavior of tracking tags (Google Ads, GA4, Floodlight) according to the <\/span><b>consent choice<\/b><span style=\"font-weight: 400;\"> expressed by the user through the cookie banner. Consent Mode allows advertisers to continue partially measuring their advertising performance even when users refuse cookies, thanks to anonymized signals and <\/span><b>conversion modeling<\/b><span style=\"font-weight: 400;\">.<\/span><\/p><p>\u00a0<\/p><\/div><\/header><section id=\"fonctionnement\" class=\"section\"><\/section>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9137378 titre_4 elementor-widget elementor-widget-heading\" data-id=\"9137378\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">How does Consent Mode work?\n\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fc81612 elementor-widget elementor-widget-text-editor\" data-id=\"fc81612\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<section id=\"fonctionnement\" class=\"section\"><p><span style=\"font-weight: 400;\">Consent Mode relies on <\/span><b>consent states<\/b><span style=\"font-weight: 400;\"> transmitted by the consent management platform (CMP) to Google tags, primarily analytics_storage (audience measurement) and ad_storage (advertising), supplemented since version 2 by ad_user_data and ad_personalization.<\/span><\/p><p><span style=\"font-weight: 400;\">Two types of behavior are then possible. If the user gives consent, the tags operate normally with cookies. If the user refuses, Consent Mode adjusts their behavior: in <\/span><b>advanced<\/b><span style=\"font-weight: 400;\"> mode, the tags send <\/span><b>anonymous pings<\/b><span style=\"font-weight: 400;\"> (without cookies or user identifiers) that support modeling; in <\/span><b>basic<\/b><span style=\"font-weight: 400;\"> mode, no data is sent before consent is given.<\/span><\/p><p><span style=\"font-weight: 400;\">Based on these anonymized signals, Google applies a <\/span><b>statistical model<\/b><span style=\"font-weight: 400;\"> (machine learning) to estimate conversions from users who have not given consent, relying on the behavior observed among users who have consented. The modeled conversions then appear in Google Ads and GA4 reports, without any visual distinction from observed conversions.<\/span><\/p><p>\u00a0<\/p><\/section><section id=\"importance\" class=\"section\"><\/section>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b5d0b57 titre_4 elementor-widget elementor-widget-heading\" data-id=\"b5d0b57\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Why is Consent Mode important in marketing?\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-921b71a liste_puce_4 elementor-widget elementor-widget-text-editor\" data-id=\"921b71a\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<section id=\"importance\" class=\"section\"><p><span style=\"font-weight: 400;\">In France, a significant proportion of users refuse cookies through consent banners &#8211; often <\/span><b>30% to 50%<\/b><span style=\"font-weight: 400;\"> depending on the industry and the design of the CMP. Without Consent Mode, these visitors become invisible: conversions are not measured, ROI is underestimated, and bidding algorithms receive insufficient data. Since March 2024, <\/span><b>Consent Mode v2<\/b><span style=\"font-weight: 400;\"> has also been mandatory for using Google remarketing and audiences within the European Economic Area.<\/span><\/p><p><span style=\"font-weight: 400;\">The issue goes beyond compliance: more complete measurement enables better budget allocation. TrackAd clients who improve the reliability of their data collection and attribution achieve an average <\/span><b>21% increase in ROI within 2 months<\/b><span style=\"font-weight: 400;\">, precisely because their decisions are based on comprehensive data rather than an incomplete view.<\/span><\/p><\/section><section id=\"trackad\" class=\"section\"><\/section>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-3ce87b3 titre_4 elementor-widget elementor-widget-heading\" data-id=\"3ce87b3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\"><h3>Consent Mode at TrackAd\n\n\n<span style=\"font-family: inherit;font-size: inherit;font-style: inherit;font-weight: inherit\"><\/span><\/h3><\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f03b889 elementor-widget elementor-widget-text-editor\" data-id=\"f03b889\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">TrackAd integrates Consent Mode data into its <\/span><b>cross-channel reconciliation<\/b><span style=\"font-weight: 400;\"> layer: observed and modeled conversions reported by advertising platforms are compared with actual back-office transactions in order to quantify consent-related discrepancies and correct attribution. For TrackAd&#8217;s <\/span><b>150+ clients<\/b><span style=\"font-weight: 400;\"> in France and internationally, <\/span><b>100% of useful data<\/b><span style=\"font-weight: 400;\"> is collected and automatically updated every day, regardless of the cookie refusal rate.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-a8df633 titre_4 elementor-widget elementor-widget-heading\" data-id=\"a8df633\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Frequently Asked Questions\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e4e5b4d elementor-widget elementor-widget-text-editor\" data-id=\"e4e5b4d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><b>What is the difference between Consent Mode and a CMP (consent management platform)?<\/b><\/p><p><span style=\"font-weight: 400;\">A <\/span><b>CMP<\/b><span style=\"font-weight: 400;\"> (Axeptio, Didomi, OneTrust, etc.) displays the cookie banner, collects the user&#8217;s choice, and stores it. Consent Mode, on the other hand, transmits this choice to Google tags and adapts their behavior accordingly. The two are complementary: the CMP collects consent, while Consent Mode technically applies it to Google tracking.<\/span><\/p><p><b>What is the difference between basic and advanced Consent Mode?<\/b><\/p><p><span style=\"font-weight: 400;\">In <\/span><b>basic<\/b><span style=\"font-weight: 400;\"> mode, no Google tag is triggered until the user has given consent: no data is sent, and the modeling is less accurate. In <\/span><b>advanced<\/b><span style=\"font-weight: 400;\"> mode, the tags send anonymous pings even when consent is refused, which improves the quality of conversion modeling. However, the CNIL has expressed reservations regarding the compliance of advanced mode.<\/span><\/p><p><b>Does Consent Mode work without cookies?<\/b><\/p><p><span style=\"font-weight: 400;\">Yes, that is precisely its purpose. When a user refuses cookies, advanced Consent Mode sends signals <\/span><b>without cookies or identifiers<\/b><span style=\"font-weight: 400;\">: these anonymous pings allow Google to statistically estimate missing conversions. Measurement is therefore not observed individually but <\/span><b>modeled<\/b><span style=\"font-weight: 400;\"> at an aggregated level.<\/span><\/p><p><b>Is Consent Mode v2 mandatory?<\/b><\/p><p><span style=\"font-weight: 400;\">Yes, for advertisers targeting the European Economic Area: since <\/span><b>March 2024<\/b><span style=\"font-weight: 400;\">, Google has required Consent Mode v2 (with the ad_user_data and ad_personalization signals) to continue using remarketing, audiences, and advanced measurement in Google Ads. Without it, European audience lists stop being populated.<\/span><\/p><p><b>How many conversions can Consent Mode recover?<\/b><\/p><p><span style=\"font-weight: 400;\">Google states that modeling can recover a significant proportion of conversions lost due to consent refusal &#8211; the commonly reported estimate is approximately <\/span><b>65%<\/b><span style=\"font-weight: 400;\"> of unobserved advertising journeys. The actual gain depends on the refusal rate, traffic volume, and the mode deployed (basic or advanced).<\/span><\/p><p><span style=\"font-weight: 400;\">Consent Mode is the mechanism through which Google tags adapt their data collection to each visitor&#8217;s consent choice and compensate for cookie refusals through statistical conversion modeling. It has become essential for combining GDPR compliance with actionable advertising measurement in Europe.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>What is Consent Mode? Consent Mode is a technical solution developed by Google that adapts the behavior of tracking tags (Google Ads, GA4, Floodlight) according to the consent choice expressed by the user through the cookie banner. Consent Mode allows advertisers to continue partially measuring their advertising performance even when users refuse cookies, thanks to [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":0,"parent":11979,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[78],"tags":[],"class_list":["post-12972","page","type-page","status-publish","hentry","category-glossaire"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Consent Mode - TrackAd<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.trackad.ai\/en\/glossary\/consent-mode\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Consent Mode - TrackAd\" \/>\n<meta property=\"og:description\" content=\"What is Consent Mode? 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