Google Consent Mode is a framework that tells Google’s products — including Google Analytics, Google Ads, and Floodlight — how to behave when a user has not given consent to tracking.  When a user declines cookies, Consent Mode switches Google Analytics to a ‘cookieless’ mode. Instead of collecting individual user data, Google uses machine learning to model the behaviour of non-consenting users based on patterns from consenting users. This means you still get estimated traffic data instead of a complete data blackout. 

How it works:
your Consent Management Platform passes two main signals to Google — analytics_storage (controls analytics cookies) and ad_storage (controls advertising cookies). Based on user choices, these are set to ‘granted’ or ‘denied’. When denied, Google stops tracking the individual but still uses aggregate modelling. 

Why use it?

Without Consent Mode, GDPR regions can show 20-40% of your traffic as ‘missing’ in GA4. With Consent Mode V2, you recover modelled insights from non-consenting users and maintain compatibility with Google Ads Smart Bidding. 

Seers.ai integrates directly with Google Consent Mode V2. It automatically passes the correct consent signals to Google Analytics and Google Ads based on each user’s choices — with no manual code changes required.