TL;DR: Consently is Google-certified and automatically integrates with Google Consent Mode v2. No additional setup required—consent signals are passed to Google Analytics and Google Ads automatically when visitors interact with your banner.

Overview

Google Consent Mode v2 is Google's framework for passing user consent preferences to Google services like Analytics and Ads. Consently is a certified CMP that automatically communicates visitor consent choices to Google, ensuring your analytics and advertising tools respect user privacy while maintaining measurement accuracy.

How the Integration Works

Automatic Signal Passing

When visitors interact with your Consently banner, consent signals are automatically sent to Google without any manual configuration. The integration handles:

  • Initial consent state — Signals sent when the banner first appears

  • Updated consent state — Signals sent when visitors change their preferences

  • Persistent consent — Signals maintained across page loads for returning visitors

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Certification Benefits

Consently is a Google-certified CMP for Additional Consent (AC v2) and supports Google Consent Mode v2 alongside IAB TCF v2.2.

Our implementation follows Google’s documented requirements for consent signaling, ensuring Google tags receive accurate consent states only after user choice.

This helps publishers maintain measurement accuracy and regulatory compliance while keeping full control over their consent experience.

Google CMP Partner listing is pending approval. Current certification applies to Additional Consent (AC v2).

Consent Signals Explained

ad_storage

Controls whether Google can store data for advertising purposes:

  • Granted — When visitors accept Advertising cookies in the preference center

  • Denied — When visitors reject Advertising cookies or close the banner without accepting

Google uses this signal to determine if remarketing, conversion tracking, and personalized ads are permitted.

analytics_storage

Controls whether Google can store data for analytics purposes:

  • Granted — When visitors accept Analytics cookies in the preference center

  • Denied — When visitors reject Analytics cookies or close the banner without accepting

Google uses this signal to determine if Analytics cookies and measurement features are permitted.

💡 Tip: Essential cookies are not controlled by Consent Mode since they're necessary for site functionality and don't require consent.

Conversion Modeling

When visitors deny consent, Google uses conversion modeling to estimate conversions that cannot be directly observed. This allows you to: 

  • Maintain measurement accuracy even with reduced data

  • Make informed marketing decisions

  • Understand campaign performance across consent states

Consently's certified integration ensures conversion modeling works correctly by passing properly formatted consent signals.

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Verifying Your Implementation

Check Consent Signals in Google Tag Manager

  1. Open your website with Google Tag Manager Preview mode active

  2. Interact with your Consently banner

  3. Check the dataLayer for consent events consent_update or consent_default)

  4. Verify ad_storage and analytics_storage values match visitor choices

Check in Google Analytics

  1. Navigate to Admin → Data Settings → Data Collection

  2. Look for "Google signals" status

  3. Verify consent mode is active and receiving signals

⚠️ Important: If you don't see consent signals in the dataLayer, verify your Consently script is installed correctly and placed in the <head> section before Google tags.

What's Next

Now that you understand Google Consent Mode v2 integration:

  1. Review certification details to see all Google benefits

  2. Learn about cookie auto-blocking to understand how consent controls cookie behavior

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