Cookie Consent and Google Consent Mode V2 - what you need to know

Google Consent Mode V2 is one of the most important technical requirements for eCommerce stores in 2024/2025. If you use Google Ads or Google Analytics, you must have a proper implementation - otherwise you’re losing conversion data.

Google Consent Mode is a communication mechanism between your Consent Management Platform (CMP) and Google services. It lets Google know whether the user has consented to:

analytics_storage - storing analytics data
ad_storage - storing advertising data
ad_user_data - sending user data to Google (new in V2)
ad_personalization - ad personalization (new in V2)

Why is V2 important?

Version 2 adds two new parameters (ad_user_data and ad_personalization), which are required since March 2024 for users in the European Economic Area. Without them:

Google Ads won’t measure conversions from the EEA
Remarketing audiences stop populating
You lose data needed for campaign optimization

Basic vs Advanced mode

Basic mode - Google tags don’t load at all until the user consents. Simpler, but you lose modeled data.
Advanced mode - Google tags load immediately, but in a cookieless mode. After consent, they switch to full data collection. Google can then model data from non-consents.

Our plugin supports both modes - you can choose from the admin panel.

How it works in our plugin

On first user visit, the plugin sets default consent signals:

gtag('consent', 'default', {
  analytics_storage: 'denied',
  ad_storage: 'denied',
  ad_user_data: 'denied',
  ad_personalization: 'denied'
});

After accepting the relevant cookie categories, the plugin updates consent:

gtag('consent', 'update', {
  analytics_storage: 'granted',
  ad_storage: 'granted',
  ad_user_data: 'granted',
  ad_personalization: 'granted'
});

At the same time, scripts waiting for consent are unblocked.

Summary

Google Consent Mode V2 is not optional - it’s a requirement. If you run a Sylius store and use Google Ads/Analytics, you need a complete solution. Our Cookie Consent Plugin is the only plugin on the Sylius market offering full GCM V2 support in both Basic and Advanced modes.

Order a Cookie Consent module

Cookie Consent and Google Consent Mode V2 - what you need to know