Compliance
Consent Mode v2: the complete implementation guide
What changed with v2
Consent Mode v2 tightened how Google tags behave when users deny advertising or analytics storage. If your CMP says “denied,” Google’s libraries must respect that, and your own server-side forwards should too.
Regulators and platforms are aligned: consent is not a banner; it is a signal that must flow with the data.
Implementation checklist
Start from your CMP’s current taxonomy. Map each consent flag to the event types you send: page views, conversions, remarketing, personalisation.
Then ensure the same flags are available wherever events are emitted, including server-side pipelines. Mismatches here are the most common source of silent data loss.
- Map CMP categories to event types
- Block or anonymise when consent is denied
- Log consent version with each batch for audits
How Intently helps
Intently reads consent state from your existing CMP and applies it before storage or forwarding to ad platforms and Segment. You do not maintain parallel consent logic across fragile client-side tags.
When regulation or your CMP changes, you update one integration layer instead of every tag in your tag manager.