CMv2

Consent Mode v2

Google's mechanism by which tags adjust their behavior based on the user's consent. Mandatory since March 6, 2024 for EEA/UK traffic using Google Ads, GA4 or Floodlight. It passes four boolean consent signals to Google.

Why it matters: Without it, you lose remarketing and part of measurement in the EEA. Implemented correctly, with modeling, it recovers 30-50% of conversions lost to consent refusal.

Related terms

ad_storage
analytics_storage
CMP
Modeled

“CMv2” is part of Glossary · Tracking & data — part of the Atlas, Websem's reference of AI search, marketing and data terms.

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