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Google Consent Mode 2.0: Step-by-Step Integration Guide with GTM

In digital marketing, data collection, analysis, and ad optimization are critically important. However, due to increased sensitivity around user privacy and evolving legal regulations, every piece of data now must be collected with user consent. To simplify this process, Google introduced Consent Mode 2.0. This new version offers significant benefits, especially for brands aiming to comply with GDPR, KVKK, and similar regulations. The good news is, setting up this system via Google Tag Manager (GTM) is easier than you might think.

What is Consent Mode 2.0?

Consent Mode 2.0 allows Google tags (such as Analytics, Ads, etc.) to function based on the user’s consent status. With this update, two new consent parameters were added to the system:

  • ad_user_data
  • ad_personalization

Thanks to these parameters, if a user does not consent to sharing personal data, Google Ads will run without any personalization.

How to Integrate It via GTM?

  • Accessing the GTM Panel: The first step is to log in to your Google Tag Manager account and select the container for the website you’re working on.
  • Creating the Consent Initialization Tag:Add a “Consent Initialization” tag that is configured to fire before the page loads. This tag should run before any other tags on the site.


  • Default Consent Settings: Define which consents should remain inactive before the user provides explicit consent, as recommended by Google.
    For example, you can set initial values like:
    ad_storage: ‘denied’, analytics_storage: ‘denied’.
  • Tag-Level Consent Configuration: For each Google tag within GTM, open the “Consent Settings” tab. From this section, specify which consent types are required by the tag. For instance, for Google Ads, the relevant consents include:
    • ad_storage
    • ad_user_data
    • ad_personalization
  • CMP Integration: If you’re using a Consent Management Platform (CMP) (such as CookieYes, OneTrust, etc.), you need to pass the user’s consent preferences from the CMP to GTM. This is typically done via the dataLayer.

Integrating Google Consent Mode 2.0 allows you to prioritize user privacy while continuing to optimize ad performance without data loss. For brands aiming to meet ethical and legal obligations, this setup offers a significant advantage.

To learn about the services provided by Marker Groupe, you can contact us via the  MarkerGroupe.com  website or via the e-mail address hello@markergroupe.com.

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