Google Tag Manager Mode V2

What is Mode V2?
Consent Mode v2 is Google’s updated framework for managing user consent for analytics and advertising in a privacy-first way.
- It allows you to run Google tags (GA4, Ads, Floodlight, etc.) without breaking GDPR, ePrivacy, or other privacy regulations.
- It separates tracking logic from user consent, so tags can behave differently depending on whether consent is given.
- It introduces new granular consent signals beyond the original ad_storage and analytics_storage.
Key Consent Signals in Mode V2
Mode v2 includes four main consent types:
ad_storage - Controls storage of advertising cookies (for Ads, remarketing)
analytics_storage - Controls storage of analytics cookies (GA4, measurement)
ad_user_data - Controls use of user-level ad data (for personalization & targeting)
ad_personalization - Controls personalized ads and user-specific ad targeting

Why this matters: Even if a user denies consent, Mode V2 lets tags still send anonymized or modeled data without storing cookies or identifying users.

<!-- Google Tag Manager with Consent Mode v2 -->
<script>
  // Initialize dataLayer
  window.dataLayer = window.dataLayer || [];

  // Consent Mode v2 default (all denied)
  window.dataLayer.push({
    'event': 'consent_init',
    'gtm.start': new Date().getTime(),
    'gtm.uniqueEventId': 0,
    'consent': {
      'ad_storage': 'denied',
      'analytics_storage': 'denied',
      'ad_user_data': 'denied',
      'ad_personalization': 'denied'
    }
  });

  // GTM loader
  (function(w,d,s,l,i){
    w[l]=w[l]||[];
    w[l].push({'gtm.start': new Date().getTime(), event:'gtm.js'});
    var f=d.getElementsByTagName(s)[0],
        j=d.createElement(s),
        dl=l!='dataLayer'?'&l='+l:'';
    j.async=true;
    j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;
    f.parentNode.insertBefore(j,f);
  })(window,document,'script','dataLayer','GTM-1234567');
</script>
<!-- End Google Tag Manager -->

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