Since July 31, 2024, Google Consent Mode v2 is mandatory for Swiss websites using Google Analytics 4, Google Ads or other Google services requiring consent. Two implementation modes exist: Basic Mode and Advanced Mode. This article explores their differences, advantages and disadvantages.
What is Google Consent Mode v2?
Consent Mode v2 is an API proposed by Google that dynamically adapts the behavior of Google tags according to user consent. It evolved from Google Consent Mode v1 (September 2020), with the v2 launch in November 2023 adding two new signals: ad_user_data and ad_personalization. This provides greater control over data collection and personalization, meeting GDPR and Digital Markets Act requirements.
Basic Mode vs Advanced Mode: the comparison
Basic Mode
- No Google tags triggered without consent
- User data not collected without consent
- Simpler implementation but significant data loss if users refuse
Advanced Mode
- Google tags triggered immediately upon page load, before consent
- Anonymous pings sent to Google if consent not yet given
- Tags continue normally with full data upon consent
- Enables Google to model conversions and estimate performance with high refusal rates
| Criteria | Basic Mode | Advanced Mode |
|---|---|---|
| Triggering beacons | After consent only | Immediately, in limited mode |
| Collection without consent | None | Anonymous pings |
| Technical implementation | Simple | More technical |
| Conversion modeling | Not available | Yes |
| nFADP compliance | Very high | Compliant if properly configured |
| GDPR compliance | Very high | Compliant if properly configured |
| Performance impact | Data loss | Partial data modeled |
Why choose one over the other?
Basic Mode is recommended when compliance is the priority and accepting visitor data loss is acceptable.
Advanced Mode suits sites wanting to optimize advertising performance while maintaining conversion estimates despite lower consent rates.
When is Advanced Mode really useful?
Advanced Mode’s advantage is receiving anonymous signals when users refuse cookies. These “cookieless pings” feed statistical models estimating conversions and behavior. However, this modeling requires sufficient conversion volume and consented data:
- Property must collect at least 1,000 daily events with
analytics_storage='denied'for seven days minimum - Property needs at least 1,000 daily users sending events with
analytics_storage='granted'for at least seven of the last 28 days - Model training may take more than seven days after meeting this threshold
How do I check that Consent Mode v2 is activated?
In Google Analytics 4: Administration → Data collection and modification → Consent settings. This shows various Consent Mode v2 statuses.
How do I check the status of the model?
In Google Analytics 4: Administration → Data display → Identity for reporting. This section displays whether the data model is active.
Conclusion: which mode should you choose?
The choice depends on your site strategy and capabilities. Basic Mode offers simplicity and strict compliance but risks significant data loss from consent refusals. Advanced Mode allows anonymous signal transmission and conversion modeling, but requires sufficient volume of consented data to be useful.
Before selecting Advanced Mode, evaluate your consent rate, granted event volumes, and overall traffic.
In a nutshell:
- Basic Mode for simplicity and strict compliance
- Advanced Mode only if you have the required data volumes and quality for reliable modeling