When you use Google’s consent mode v2, for those users who decline consent, Google Ads will be able to collect their data anonymously and use it for modeled conversions, giving you a better picture of the conversion rate. If you implement Consent Mode v2 you will see an uplift in the conversion rate by around 18%.

There are two new parameters in Google consent mode v2. They are - ad_user_data ; and ad_personalization. These parameters help businesses send the relevant consent signals

For now, if your subjects (users) are in the EEA (European Economic Area), it is mandatory for you to implement Google consent mode v2. However, in no time, it might expand to other regions. So, it is better to implement consent mode v2 now than later.

Google’s consent mode allows you to collect consent from the users in a GDPR-compliant way without compromising the users’ privacy. The four tags analytics_storage, ad_storage, ad_user_data, and ad_personalization help you play around with how you receive consent from your users. You can have them turned on by default or off by default and update it as per the users’ consent.

If you are very familiar with Google Tag Manager, and have already implemented the consent mode, it will be very easy and does not take much time. However, if you are implementing for the first time, it takes at least 2 to 3 hours to completely setup the consent mode v2. If you are using a tool like CustomerLabs where you already integrated your Google Ads with your website through CustomerLabs, then consent mode is very easy with just a few clicks and does not take much time.