Google Consent Mode (GCM) is an API that adjusts how Google tags behave based on a user's consent choices. When integrated with Secure Privacy, it ensures your Google Analytics, Google Ads, and other Google tags automatically respect consent preferences — without manually blocking and unblocking each tag. As of March 2024, Google requires Google Consent Mode v2 for all websites using Google advertising products in the EEA.
This guide covers the Advanced Mode implementation of Google Consent Mode v2 using the Secure Privacy CMP community template in Google Tag Manager (GTM).
Basic vs. Advanced Mode: Which Should You Use?
Google Consent Mode: Basic vs. Advanced | ||
Feature | Basic Mode | Advanced Mode |
|---|---|---|
Tag behavior before consent | Tags do not fire | Tags fire with limited, cookieless data |
Analytics data | Only from consenting users | Aggregate modeling for all users |
Implementation complexity | Lower | Moderate |
Data completeness | Partial | More complete (with modeling) |
Advanced Mode is recommended for most websites because it provides better data coverage while still respecting user privacy. When a user declines analytics cookies, Google only collects aggregate, cookieless pings — no personal data is stored or transmitted.
Who Is This Guide For?
Website administrators managing Google tags and consent flows
Developers and technical marketers implementing GCM v2
Compliance professionals ensuring GDPR, ePrivacy, and EU User Consent Policy alignment
How to Implement Google Consent Mode v2 (Advanced) with Secure Privacy
Step 1: Prepare Google Tag Manager
If you are an existing Secure Privacy user who previously added the consent script directly to your site's <head> tag, remove it before proceeding. The GTM template handles script injection automatically.
New users do not need to add any script to the site header — the GTM template manages it entirely.
Step 2: Add the Secure Privacy CMP Template in GTM
In Google Tag Manager, go to Tags > click New
Click Tag Configuration
Select Discover more tag types in the Community Template Gallery
Search for Secure Privacy
Select the Secure Privacy CMP template
Click Add to Workspace, then confirm by clicking Add
Step 3: Configure the Secure Privacy Tag
Enter your Secure Privacy Domain ID (found in your Secure Privacy dashboard under the Installation tab)
Configure any additional settings as needed for your consent banner
Step 4: Set Default Consent States
Default consent states in Google Consent Mode v2 determine tag behavior before a user interacts with the consent banner.
Click Add Setting in the tag configuration
For each consent category, choose Granted or Denied from the dropdown
Set the Region using ISO 3166-2 codes (e.g.,
DEfor Germany,FRfor France). Useallto apply globally without geo-targetingClick Add to save the setting
GDPR best practice: For EEA visitors, set all non-essential consent categories to Denied by default. For other regions, consult your legal team about appropriate default consent states.
Step 5: Set the Consent Initialization Trigger
Select Consent Initialization - All Pages as the trigger for the Secure Privacy tag. This ensures GCM v2 consent signals are sent before any other tags fire.
Step 6: Save, Test, and Publish
Click Save
Use GTM's Preview mode to test the integration
Verify consent signals are being sent correctly using the GTM debug panel
Once confirmed, click Submit and Publish
Google Consent Mode v2 Consent Types Explained
GCM v2 supports five consent types plus two new parameters introduced to meet EU User Consent Policy requirements:
GCM v2 Consent Types | |
Consent Type | Controls |
|---|---|
| Advertising cookies |
| Analytics cookies |
| Functional cookies |
| Personalization cookies |
| Security-related cookies |
| Sending user data for advertising purposes |
| Personalized advertising |
Secure Privacy automatically maps its consent categories to all seven Google Consent Mode v2 types, ensuring full compliance without manual mapping.
Troubleshooting Google Consent Mode v2 in GTM
Tag Not Firing as Expected
Double-check that the trigger is set to Consent Initialization - All Pages and that no other consent management platform (CMP) scripts are installed on the page, as conflicts can prevent GCM signals from sending.
Consent Changes Not Reflected in Google Tags
Verify your Secure Privacy Domain ID is correct. Clear all caches and test again in an incognito window to rule out cached consent states.
Advanced Mode Data Not Appearing in Google Analytics
Consent Mode modeling requires a minimum traffic threshold. Google needs approximately 1,000 daily events with consent granted for at least 7 consecutive days before behavioral modeling activates in GA4.
Frequently Asked Questions
Is Google Consent Mode v2 required for GDPR compliance?
GCM v2 itself is not a GDPR requirement, but it is required by Google to use audience features and remarketing with Google Ads in the EEA. A proper CMP like Secure Privacy remains necessary for actual GDPR consent collection.
What is the difference between Basic and Advanced Google Consent Mode?
In Basic Mode, Google tags do not fire until consent is granted. In Advanced Mode, tags fire immediately with cookieless, aggregate pings, then update when the user makes a consent choice. Advanced Mode provides more complete data through Google's modeling.
Does Secure Privacy support GCM v2 automatically?
Yes. The Secure Privacy CMP GTM template maps all consent categories to the seven GCM v2 consent types, including the two new parameters (ad_user_data and ad_personalization), automatically.
Can I use this setup without Google Tag Manager?
This guide covers GTM-based implementation. If you are not using GTM, refer to the direct script installation guide in the Secure Privacy documentation.