This article is for you if you have integrated Axeptio via Google Tag Manager. Using a different method? Check out the guide for: hard-coded integration · CMS integration — Learn more about integration methods
Are you using Google Tag Manager to load Axeptio? We've prepared a complete video tutorial just for you!
Google Consent Mode v2 is a mechanism offered by Google that allows you to adjust the behavior of their tags (Google Analytics 4, Google Ads, etc.) based on your visitors' consent choices. Without it, your Google services cannot adapt their behavior to your visitors' choices, which leads to deterioration of measurements in Google Analytics and Google Ads.
Concretely:
If the visitor accepts: tags work normally, cookies are set, complete data is sent to Google.
If the visitor refuses: tags do not set cookies, but send pings to Google — minimalist signals (consent status, user agent, timestamp) without individual identification of the visitor. These pings allow Google to model unobserved conversions.
To learn more about the concepts: Consent Mode — official Google documentation 💉 Need a refresher? Check out our blog article
Consent Mode signals
Consent Mode v2 is based on 4 required signals:
Signal | Role |
analytics_storage | Allows Google Analytics to measure visitor behavior on the site |
ad_storage | Allows Google to save advertising information on the visitor's device |
ad_user_data | Allows sending visitor activity data to Google for targeted advertising |
ad_personalization | Allows personalization of Google ads displayed to the visitor |
Google also defines 3 optional signals (functionality_storage, personalization_storage, security_storage) that you can configure if your use case requires it. For most sites, the 4 signals above are sufficient.
The configuration is done in 2 steps — both are mandatory: 1. Set the default signals (in your GTM tag or your code snippet) These values are transmitted to Google as soon as the page opens, before any visitor interaction with the banner. For European visitors subject to GDPR, the 4 signals must be set to denied by default. 2. Activate the Consent Mode v2 screen in your Axeptio banner This screen allows updating the signals after the visitor has made their choice. Without it, the signals remain locked at their default values — even if the visitor accepts everything, Google will continue to receive denied. The Axeptio registry will be correct, but the Google tags will never receive the granted signal.
⚠️ These 2 steps are inseparable. One without the other produces an invalid implementation.
Basic mode or advanced mode: which one to choose?
Before configuring anything, choose your mode — it directly determines how your Google tags should be triggered.
Basic mode | Advanced mode | |
Loading of Google tags | Blocked until interaction with the banner | Immediate upon page load |
Data sent to Google before consent | None — not even a ping | Pings without cookies (consent status, user agent, timestamp) |
Google modeling | Generic model (less accurate) | Model specific to the advertiser (more accurate) |
Conditioning logic | Google tags blocked until consent | Google tags triggered systematically |
Depending on the mode chosen, you will need to adapt your conditioning logic (in GTM or in your code).
Basic mode: Google services (GA4, Google Ads) must be present in your Axeptio banner — they are the ones that control the blocking/unblocking of tags. Advanced mode: only the Consent Mode v2 screen is needed in the banner — no need to add Google services to it.
Basic mode
Google tags do not load until the visitor has interacted with the banner. No data is transmitted to Google before this interaction — not even a consent ping. If the visitor refuses or ignores the banner, Google receives nothing.
In return, Google modeling is based on a generic model (global population, less accurate than in advanced mode).
For conditioning logic, refer to our documentation:
With Google Tag Manager: Google Tag Manager Interface
With Gtag.js: Integration / custom synchronization
Advanced mode
Google tags load as soon as the page opens, before any interaction with the banner. From that moment on, they send cookie-free pings to Google — minimalist signals (consent status, user agent, timestamp) that do not allow individual identification of the visitor, but allow Google to build a modeling model specific to your site (more accurate than in basic mode).
When the visitor accepts: cookies are set, complete data is transmitted.
When the visitor refuses: pings without cookies only, no individual targeting.
For conditioning logic:
In Google Tag Manager: load your Google tags with the "All Pages" trigger
With Gtag.js: load the script directly, without conditions
Note — Google modeling requires sufficient traffic volume to activate. Thresholds vary by product: for GA4, a minimum of 1,000 consenting visitors per day over 7 consecutive days is required; for Google Ads, 700 advertising clicks over 7 rolling days. Below these thresholds, advanced mode remains valid but without modeling benefit. For details: Behavioral modeling — GA4 · Conversion modeling — Google Ads.
Activate the dedicated screen in your banner
With Axeptio, you control the Consent Mode signals directly from your cookies banner. In just a few clicks, you can activate a dedicated screen for managing Consent Mode v2.
To do this, go to your widget configuration.
Under the "classic" screens, you will find the option "Enable Consent Mode v2 (step)":
By checking this option, a new screen will be added to your widget, with the 4 parameters of Google's Consent Mode:
Once the option is checked, don't forget to republish your project!
Without this screen, the signals are never updated. Default values (e.g. denied) remain in place for all visitors, including those who accept. Google never receives the granted signal.
Compliance with Google requirements
For a CMP to be recognized as compatible by Google, your banner must meet three requirements:
Inform visitors that data is being collected for personalization and advertising effectiveness measurement purposes
Include a link to Google's privacy policy: https://business.safety.google/privacy/
Provide an explicit accept button (an "Accept" button or equivalent clearly visible)
When you add Google Analytics 4 or Google Ads to your Axeptio banner, the Consent Mode v2 dedicated screen is automatically activated. This screen displays the 4 Consent Mode parameters with the information and link required by Google — the three requirements above are thus met without any additional action.
Set the default Consent Mode parameters
Here, you will set the default values of Consent Mode, that is, for each parameter, whether it will be accepted or refused before any user choice.
This configuration should be done in the same place where you load Axeptio.
For example, if you load Axeptio via our Wordpress module, the configuration will be done in this module. If you load Axeptio directly via our hard-coded script, then the modification will be made directly in the script. And if you load Axeptio via GTM, it will be done in GTM.
Denied or granted by default: choosing the signals The default signals you must define depend on the regulations applicable to the region of your visitors. For example, for visitors from European Union countries (and therefore subject to GDPR), you must set all 4 parameters to denied by default.
▶️ Do you prefer a video explanation? Watch our tutorial here.
Open your Axeptio CMP tag in GTM. If you haven't created it yet, first follow Integrate Axeptio via Google Tag Manager.
In the Google Consent Mode v2 section, check Activate Google Consent Mode v2. New fields appear:
Here we can define the default values of Consent Mode, depending on the region.
Click "Add a line".
In the "Region" field, enter the region code for which these default parameters will apply. If you leave this field empty, it will apply to everyone. This field must be filled according to the ISO 3166-2 standard, for example for France, the code to enter is "FR".
You then have a dropdown menu for each of the 4 Consent Mode v2 parameters. For each parameter, you can set whether it will be Granted (accepted) or Denied (refused) by default.
Once the various fields are filled in, you can validate the addition of your line.
Note that it is possible to create multiple lines to have different configurations per region.
Regarding the last two options "Redact Ads Data" and "Pass through URL parameters", these are additional operating options that are explained by hovering over the "?" next to the option. For their complete description, see Parameters of the Axeptio CMP GTM template.
Consent Mode is now properly active on your site! Congratulations
Verify the implementation of Consent Mode v2
You can verify that Consent Mode v2 is properly implemented by following one of the following tutorials:
About the old Axeptio Consent Mode v2 tag model
About the old Axeptio Consent Mode v2 tag model
🚧 If you had followed the old documentation on implementing Consent Mode v2 via the "Axeptio Consent Mode v2" model in Google Tag Manager, you don't need to update your current implementation.
Furthermore, you don't need to activate the special Consent Mode screen in your cookies widget, because the Axeptio Consent Mode v2 model is based on the acceptance of Google Analytics and Google Ads directly. So make sure you have these two services specified in your cookies widget.
The Axeptio Consent Mode v2 model will continue to work, but may not be maintained if Consent Mode updates were to arrive. If you wish, you can update your implementation to the new method today, but it is not mandatory.
Official Google documentation
To learn more about Consent Mode parameters and operation, consult Google's official resources:
Consent Mode concepts — understand how it works and types of consent
Manage consent settings — gtag implementation — guide for sites loading Google Tag directly (gtag.js)
Create a GTM tag template for Consent Mode — guide for implementations via Google Tag Manager
Need help?
If you detect issues related to missing Consent Mode or TCF signals on Google tags, contact Axeptio first.