Google Consent Mode v2 introduced two additional consent parameters, ad_user_data and ad_personalization, alongside the original ad_storage and analytics_storage signals. These new parameters give advertisers and regulators finer-grained control over how user data is shared with Google’s advertising services.
The v1 to v2 update was driven by the EU Digital Markets Act (DMA) and its requirements for gatekeepers to obtain explicit consent before combining user data across services. Since March 2024, advertisers in the EEA who do not implement Consent Mode v2 lose access to remarketing audiences and may see degraded conversion measurement in Google Ads.
With v2, each consent parameter controls a specific data-use pathway. Setting ad_user_data to denied prevents Google from using the visitor’s data for advertising audiences, while ad_personalization denied stops personalised ad delivery. Analytics_storage denied prevents GA4 cookies, and ad_storage denied blocks advertising cookies.
Advertisers who properly implement all four signals maintain access to Google’s modelled conversion data, remarketing lists, and enhanced conversions. Those who fail to implement the new parameters face measurement blind spots and shrinking audience pools in key European markets.
Seers.ai is a Google-certified CMP that supports all four Consent Mode v2 parameters out of the box. When you install Seers on your website, the platform automatically maps each consent category in your banner to the corresponding Google consent signal. Visitors see clear options for analytics, advertising, and personalisation; their choices are transmitted to Google tags within milliseconds.
Seers also generates the consent-signal audit log that Google and regulators may request, and its server-side tagging integration ensures that consent-state updates propagate to all downstream platforms reliably.
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