Advanced consent mode is a configuration of Google Consent Mode that allows Google tags to load before a user makes a consent choice. When consent is denied or not yet given, the tags send cookieless, anonymised pings instead of setting cookies or collecting identifiers.
Google’s machine-learning models then use these pings to estimate the conversions that would have been observed had consent been granted, producing modelled conversion data in Google Ads and GA4. This approach preserves a significant portion of measurement signal without overriding the user’s privacy decision.
In basic consent mode, Google tags are completely blocked until consent is granted; no data of any kind is sent. This is the most privacy-conservative option but results in substantial measurement loss, often thirty to sixty per cent of conversions.
Advanced consent mode strikes a middle ground: it respects the consent choice by withholding cookies and identifiers, yet still transmits anonymised metadata, such as timestamp, user agent, and referrer, that feeds Google’s conversion-modelling algorithms. The result is a materially more complete picture of campaign performance.
Seers.ai integrates natively with Google Consent Mode v2, allowing you to activate advanced mode through a simple toggle in the dashboard. When a visitor lands on your site, Seers loads the consent banner and simultaneously communicates the default consent state to Google tags.
Upon the visitor’s choice, Seers updates the consent signals in real time, granting or denying ad_storage, analytics_storage, and other parameters. This seamless handshake ensures that Google’s modelling has the anonymised pings it needs while your site remains fully compliant with GDPR, CCPA, and other privacy regulations.
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