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Data
Consent Mode v2
Consent Mode v2 is Google's framework for passing a user's consent choices to Google tags (Google Ads, GA4, Floodlight) so measurement and ad personalization adjust to whether the user granted permission. Introduced in late 2023, it added two required signals, ad_user_data and ad_personalization, on top of the original ad_storage and analytics_storage. Advertisers serving users in the EEA must transmit these signals to keep using Google's audience and measurement features for that traffic; when consent is denied, Google can model conversions from aggregated, non-identifying data.
Source: support.google.com
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