Consent Mode
A Google framework that adjusts how tags behave based on a user's consent choices for analytics and advertising cookies. When consent is denied, tags send anonymized, cookieless signals instead of full data, letting Google model conversions while respecting privacy preferences captured by your cookie banner.
Why It Matters
In regions with strict consent laws, Consent Mode preserves measurement continuity when users decline cookies. Without it, denied consent means lost conversions and broken audiences, which starves smart bidding of the data it needs to optimize.
Common Mistake
Installing a cookie banner but never wiring its consent signals into Consent Mode, so tags either block entirely or ignore consent. The banner and your tag platform must actually communicate consent states.