Google Consent Mode v2 is a signalling system that passes your site's cookie consent choice to Google Analytics and Google Ads tags. Since March 2024 it has been expected from advertisers who want personalised ads and remarketing for users in the European Economic Area (EEA). Sites targeting only Turkey are outside that Google requirement, but KVKK cookie rules still require consent.
What exactly does Consent Mode v2 do?
Consent Mode v2 tells Google tags, through standard parameters, what the visitor decided in the cookie banner, and adjusts the tags' behaviour accordingly. With consent, tags work normally; without it, they set no cookies and data is not used for personalisation. Version 2 added two new signals for advertising data and personalisation.
- —ad_storage: permission to read and write advertising cookies (e.g. Google Ads conversion cookies).
- —analytics_storage: permission for analytics cookies such as Google Analytics.
- —ad_user_data: permission to send user data to Google for advertising purposes (added in v2).
- —ad_personalization: permission to use data for personalised ads and remarketing (added in v2).
Technically, the site declares the default state on page load with gtag('consent', 'default', {...}), usually all 'denied', and updates it with gtag('consent', 'update', {...}) when the visitor chooses. The default command must run before the Google tag's config line.
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What is the difference between basic and advanced mode?
In Consent Mode's basic mode, Google tags do not load at all until the visitor consents, and nothing is sent for users who decline. In advanced mode, tags load from the start and, without consent, send only cookieless pings with no identifiers. Advanced mode enables better modelling; basic mode is the more cautious choice.
- —Basic mode: zero data before consent; the simplest position legally. Google models conversions only with a general model.
- —Advanced mode: cookieless pings from users who decline; Google uses them for advertiser-specific conversion and behaviour modelling.
- —In both modes, measurement works normally for users who consent.
- —Whether advanced mode's cookieless pings count as personal data is open to interpretation; decide together with your legal adviser.
Which websites are required to use Consent Mode v2?
Under Google's EU User Consent Policy, Consent Mode v2 has effectively been mandatory since March 2024 for advertisers who want personalised ads, remarketing and audience building in Google Ads for users in the EEA. Google later extended the policy to cover the United Kingdom and Switzerland. Without the consent signals, those features stop working for these users.
- —If your site gets meaningful traffic from EU countries and you use Google Ads remarketing: you need Consent Mode v2.
- —Exporters in Kocaeli and Sakarya with German or English versions and EU-based buyers often fall into this group.
- —A site that targets only users in Turkey and has no EU traffic: Google's EEA requirement does not apply directly.
- —Google's policy is a contractual requirement; it sits on top of KVKK or GDPR, it does not replace them.
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What about websites that target only Turkey?
Websites that target only Turkey are not subject to Google's EEA-specific Consent Mode requirement, but that does not mean they can skip cookie consent. The Turkish Data Protection Authority's guide on cookie practices expects explicit consent for non-essential analytics and marketing cookies. So a banner is needed anyway, and Consent Mode is the cleanest way to connect it to Google tags.
- —Firing Google Analytics and Google Ads tags on first load without a banner is risky under KVKK.
- —A banner that does not actually stop the tags carries the same risk; consent must be enforced technically.
- —With Consent Mode, tags run in a restricted way for users who decline and part of the conversion gap in Google Ads is modelled.
- —The region parameter in the gtag consent command lets you set different defaults for the EEA and Turkey, but the simplest and safest approach is 'denied' by default everywhere.
Note: this article is general information, not legal advice. For an assessment of your own site, consult a lawyer who specialises in KVKK.
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What happens if Consent Mode is set up wrongly?
A wrongly configured Consent Mode causes damage in both directions: either tags run before consent and create KVKK risk, or even consenting users go unmeasured and Google Ads conversions disappear. The most frequent causes are the default command running after the Google tag, or the banner decision never reaching an update signal.
- —The default 'denied' command loads after the tag: the first page view is measured without consent.
- —No update signal after acceptance: even consenting users are not measured and reports drop artificially.
- —Only ad_storage and analytics_storage are sent: v2's ad_user_data and ad_personalization signals are missing.
- —The choice is forgotten on the next page: the banner reappears everywhere and users leave.
- —No link to withdraw consent: users cannot change their mind, which conflicts with KVKK's consent principles.
How do you set up Consent Mode v2, and which CMP should you choose?
Consent Mode v2 is most practically set up with a consent management platform (CMP): the CMP shows the banner, stores the choice and sends Google the default and update signals automatically. A custom-built banner works too, but then the developer must get the signal order, preference storage and withdrawal of consent right.
- —CMP options: platforms such as Cookiebot, CookieYes, Usercentrics and OneTrust support Consent Mode v2; on WordPress there are plugins such as Complianz.
- —If you have EEA traffic, choose a solution from Google's list of certified CMPs.
- —Check for a Turkish interface, a KVKK-appropriate text template, a 'Reject' button as visible as 'Accept', and per-category choices.
- —If you use Google Tag Manager, configure each tag's consent settings.
- —After setup, confirm with Tag Assistant that default and update signals fire in the right order.
- —A few days later, check the consent status diagnostics in Google Ads and GA4.