Cookie Information integrates Google Consent Mode

Cookie Information integrates Google Consent Mode

Get valuable insights from Ads campaigns and measure website traffic even when your users decline cookies. How? With Google Consent Mode. It is already an integrated part of Cookie Information

Measure your conversions and analytics while respecting users' consent!

Get insights into vital metrics for your website like referral data and what campaigns drove your conversions – even when users say no to cookies.

This is the statement from Google when they launched their new API Google Consent Mode on September 3rd, 2020.

Google Consent Mode will revolutionize the way you can track conversions and analytics in Google’s products Ads and Analytics without violating user privacy.

Important: No personal data is sent to Google! The only information your CMP sends to Google is the state of your user’s consent.

Google Consent Mode
Short version

Google Consent Mode is a new API from Google which makes it easy for websites to measure conversions and traffic in Google Ads and Google Analytics while being fully GDPR cookie Compliant.

With Google Consent Mode your website can still get data from Ads campaigns, attribute conversions and measure website traffic even though users decline your use of cookies.

Get Google Consent Mode now!

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If you want all the details, this article will focus on:

What is Google Consent Mode

Google Consent Mode is new API developed by Google. With Google Consent Mode implemented in your Consent Management Platform, you can get information for Google’s products such as Google Analytics, Google Ads and Google Tag Manager based on user consent.  

Essentially, with Google Consent Mode you still gain information about conversions from Ads Campaigns, traffic on your site, referrals and more even though your visitor declines cookies.

That means you can attribute conversions to the campaign that drove your visitor to your website which helps you optimize your ads campaigns.


Google Consent Mode allows you to adjust the behavior of Google tags based on the consent status of your website visitors.

With Google Consent Mode you can indicate whether consent has been given for Analytics/statistics cookies and for marketing cookies. Google’s tags will adjust accordingly, only using cookies for the purposes where consent has been given by the user.

With this simple move, Google has bridged the gap between a growing interest in user privacy and data driven digital advertising. The new API ensures that websites can make use of analytics and marketing features while complying with the GDPR.  

How does Google Consent Mode work?

Google Consent Mode makes use of two new tags (ad_storage and analytics_storage) to control the behavior of other Google tags and cookies.

Google Consent Mode receives information about your users’ consent status directly from your Consent Management Platform (CMP), i.e. your Cookie Consent Solution.

Based on your user’s decision to give consent to cookies or not, Google Consent Mode basically operates on two separate strings.

How does Google Consent Mode work

Image from Google

Instead of cookies, Google will use pings to check the status of:

  • Consent status: Pings are sent from each page your user visits where consent mode is implemented – also in the case where consent changes. These pings communicate the consent state (consent or not) for each type of cookie purpose (analytics/statistics or marketing).
  • Conversions: Pings are sent to indicate a conversion has occurred.
  • Google Analytics: Pings are sent on each page of your website where Google Analytics is implemented, and visits and events are logged.

When consent is granted, the associated tags will function normally, and you can make use of Google Ads and Google Analytics cookies for measurement and retargeting.

The two new tags from Google will administer the use of cookies for analytics/statistic and marketing purposes on your website.

The two tags are called:  

  • ad_storage
  • analytics_storage

Using Consent Mode with Google Ads

The tag ”ad_storage” controls cookie behavior for advertising purposes, including conversion measurement. The tag is based on the state of consent given by your visitor to marketing cookies.

Dependent on your visitor given consent to marketing cookies, the tag will adjust data collection for Google’s marketing cookies.


Someone visits your website.

Google Consent Mode determines whether or not consent has been given to use marketing cookies for advertising purposes for that user.

If a user consents to marketing cookies and makes a conversion on your site, reporting continues as normal.

If a user does not consent to marketing cookies, Google tags will adjust and not use marketing cookies. You will still receive data on the conversions (pings), but at an aggregate level.

Although you may miss out on the possibility to get personal data about your visitors to be used for retargeting and personalized adverting, your website will be able to track conversions from ads campaigns.

Using Consent Mode with Google Analytics

Google also introduces the analytics_storage tag which controls analytics cookie usage. It is like ad_storage based on the consent decision made by your website visitor.

The tag adjusts data collection dependent on whether the user consents to analytics/statistic cookies.


If your user accepts analytics/statistic cookies, cookies are used, and tracking will progress as normal. All data will be collected by Google Analytics.

If your user does not consent to analytics cookies (and marketing cookies), no cookies related to Google Analytics will be used.

However, cookieless pings are therefore sent to Google Analytics for basic measurement and modeling purposes. This data will be aggregated and only inform you of visitors and page views, the data cannot be used for retargeting.

If your user does not consent to statistic cookies, your website can still receive functional, aggregated and non-identifiable data like:

  • Timestamp (visits to your website)
  • User Agent (whether users visit your website)
  • Referrer (how the users got to your website)
  • Ad-click information in the URL (e.g., GCLID / DCLID)
  • Boolean information about the consent state
  • Random number generated on each page load

What services does Google Consent Mode support

Google Consent Mode supports a number of Google’s services used by marketing departments and websites wanting to measure their success online. The two tags (ad_storage and analytics_storage) can change the behavior of other Google tags listed below.

As such, even with users declining cookies, you can get aggregated non-identifying data for:  

  • Google Analytics
  • Google Ads (Google Ads Conversion Tracking and Remarketing)
  • Google Tag Manager
  • Gtag
  • Floodlight
  • Conversion Linker

Getting started with Google Consent Mode?

With Cookie Information’s Consent Solution, you get a fully compliant cookie pop-up for your website and the data you need for Google Analytics and Ads for measuring the success of your content marketing and ads campaigns.

Try our Consent Solution with Google Consent Mode for 30 days - it's completely free.

Get started

Do you already have Cookie Information's Consent Solution, please follow this simple guide and you’re on your way to collecting valuable metrics for Analytics and Ads.

Link: Cookie Information client - get started with Consent mode here


Google's blog on Consent Mode

Google's support for Consent Mode