Google Consent Mode allows websites to adjust how Google tags behave based on the user’s consent status. There are two main implementations: basic and advanced. Understanding the difference between them is crucial for correct setup and compliance.
✅ Basic Consent Mode (Tags blocked before consent)
In the basic setup, no Google tags or cookies are loaded until the user has given consent. This is a more restrictive setup and ensures nothing is sent to Google until consent is explicitly granted.
Example Flow:
- User visits your site.
- Your Consent Management Platform (CMP) loads and holds back all Google tags.
- The user gives consent (e.g., for analytics or ads).
- CMP then activates Google tags, like
gtag.jsor Google Tag Manager (GTM), and loads them only after consent.
✅ Advanced Consent Mode (Tags load before consent, but behave differently)
In the advanced setup, Google tags load immediately, but operate in a consent-aware way. This means they do not use or store cookies until the user gives consent, but they can still send cookieless pings to Google for modeling and attribution.
Example Flow:
- User visits your site.
- CMP loads and initializes Consent Mode with denied state.
- Google tags (like Google Analytics or Ads) load immediately, but behave in limited mode (no cookies).
- When the user consents, CMP updates the consent status, and tags can then use cookies.
Its as easy as one click
Select your preferred template with and without TCF, in one click. All is then applied.
Which Mode Should You Use?
| Feature | Basic Mode | Advanced Mode |
|---|---|---|
| Google tags loaded before consent? | ❌ No | ✅ Yes |
| Cookies used before consent? | ❌ No | ❌ No (only cookieless pings) |
| Better user privacy | ✅ Yes | ✅ Yes (with modeling support for ads) |
| Easier integration | ✅ Yes | ✅ Yes – Easy setup with Conzent |
If you later wish to change from Advanced to Basic og Vice Versa, then simply go to Advanced -> Banner settings
And flip the switch on or off – Thats it.
Why This Matters
Properly configuring both basic and advanced Consent Mode ensures:
- You comply with GDPR/ePrivacy.
- Google can support conversion modeling in Google Ads.
- Your CMP meets Google’s CMP Partner Program requirements.