With the strengthening of data protection regulations (GDPR in Europe, LPD in Switzerland) and the announced end of third-party cookies, managing user consent for marketing tracking has become crucial. Google Consent Mode v2 is a technical solution that allows you to adjust the behavior of your Google tags (Analytics, Ads) based on the consent status of your visitors. Geekworkers, a digital agency in Lausanne, offers specific training on Google Consent Mode v2 to help Swiss SMEs understand its implications, configure it correctly (often via Google Tag Manager and a Consent Management Platform – CMP), and maintain effective marketing tracking while respecting privacy.
Clarify the legal obligations (GDPR, LPD, ePrivacy) about cookies and tracking, and understand the impact on your Google marketing tools.
Learn how Consent Mode v2 works, the various consent signals (ad_storage, analytics_storage, etc.), and how it interacts with your Google tags.
We show you how configure Consent Mode v2 in GTM, using native features or integrating it with a Consent Management Platform (CMP).
Tips for choose a CMP (Cookiebot, Axeptio, Didomi, etc.) suited to your needs and configure it to correctly communicate consent choices to GTM and Consent Mode. This is a core module of our Training & Coaching.
Google Consent Mode v2 allows your Google tags (Analytics, Ads) to adapt dynamically based on user consent choices regarding cookies and trackingIf the user refuses certain consents, the tags will operate in "limited" mode, sending anonymized pings to Google to model conversions or behavior, without using personal cookies. This is essential for compliance and to continue measuring a minimum level of performance. Our experts in Lausanne explain everything.
To collect and manage user consent in a compliant manner, theuse of a CMP is strongly recommended, even essentialA CMP displays the consent banner, records user choices, and can integrate with GTM and Consent Mode v2 to pass these choices to beacons.
No, absolutely not.. Consent Mode v2 does not replace the need to obtain explicit consent from users for the use of cookies and the processing of their personal data. It simply allowsadjust the behavior of Google tags AFTER the user has expressed their choice via a consent banner (managed by a CMP).
If a user declines consent, you will no longer collect detailed personal data about them in GA4, and your Google Ads remarketing audiences will be smaller. However, thanks to the conversion and behavior modeling (enabled by Consent Mode v2 in limited mode), Google can estimate some of the missing data, giving you a more complete (but modeled) view of your performance.
Yes. In addition to training, we can support you in the selection and configuration of your CMP, implementation of Consent Mode v2 via GTM, and proper functioning testsThis is an important technical subject for which our expertise in Lausanne can be invaluable to you. Contact us for a Consent Mode configuration quote.
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