Compliance & regulatory
Google Consent Mode v2
Google's framework for sending consent signals with hits.
Consent Mode v2 is the Google framework where every Google tag (GA4, Ads, GTM) reads two signals — ad_storage and analytics_storage — and adapts its behavior based on user consent. Mandatory in EU since March 2024 for ad measurement to keep working in conversion modeling. Requires CMP integration on the front-end.
Example
Klaro CMP feeds Consent Mode v2 ad_storage='denied' on rejected users → Google Ads serves cookieless pings → conversion modeling fills the gap with statistical attribution.