What Is the Difference Between Consent Mode and V2?

Comparative analysis of Google Consent Mode (GCM) and Consent Mode V2 demonstrates marked shifts in data governance, compliance, and user privacy as a direct response to regulatory changes, especially the European Digital Markets Act (DMA). The primary findings are structured around four focal criteria: consent states, implementation, tracking behavior, and regulatory compliance.

Consent States:

• GCM (original) operates on two principal consent states:
  • analytics_storage (managing consent for analytics data)
  • ad_storage (controlling consent for advertising data)
• GCM V2 introduces two additional signals:
  • ad_user_data (consent for user data usage in advertising)
  • ad_personalization (consent for ad personalization and remarketing features)
    These added signals provide Google with more granular insight into user preferences, supporting finer compliance with evolving European privacy mandates (Google Developers, 2024).

Implementation:

• Both modes require explicit communication of user consent status to Google.
• GCM V2 mandates enhanced reporting to Google regarding the precise nature of user consent, particularly for remarketing and personalized advertising functions. This is a direct response to DMA requirements for transparency and accountability.

Tracking Behavior:

• Under GCM (original):
  • If users deny consent, all tracking by Google Analytics or Ads is disabled, resulting in no behavioral data collection.
• Under GCM V2:
  • Even without explicit user consent, Google implements anonymous tracking mechanisms. This allows websites to maintain some functional analytics and advertising measurement, albeit in a privacy-compliant, non-personalized format. This adjustment seeks to balance business measurement needs against stricter privacy expectations.

Regulatory Compliance:

• GCM V2’s design directly aligns with the DMA’s expanded scope for digital platforms, which now requires:
  • More robust consent documentation
  • User opt-in for personalization and data sharing
  • Greater auditability of consent mechanisms
    Failure to implement GCM V2 in the EEA and UK after March 2024 can result in suspension of Google Ads and Analytics services on non-compliant properties (Google Support, 2024).

Summary Table:

These findings indicate that GCM V2 represents not merely an incremental update but a structural shift in how digital platforms must manage user consent, reflecting increasing regulatory scrutiny and the demand for granular user control over data.