Consent Mode v2 · Cookie banner and measurement · Fixed price
Your cookie banner is there. But does Google know what the visitor clicked? We wire the banner up to the measurement properly.
Consent Mode is the connection between your cookie banner and Google. It tells Google Analytics and Google Ads on every visit whether measuring is allowed. If it is missing or wired wrongly, Google either measures without permission or not at all, even when the visitor accepted.
Since March 2024 Google requires this connection for visitors from Europe. Without it you lose audiences, remarketing and the count of conversions Google estimates from declines. We set it up, test it with real clicks and write down what applies.
The tracking check covers the banner. Credited if you commission within 30 days. Practical assessment, not legal advice.
What you end up with
- Every decision at the banner reaches Google: accept, decline, partial consent, withdrawal
- Nothing is sent before the decision
- All four settings are mapped correctly, not just two
- Basic or advanced is decided deliberately and documented
What we do differently
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Tested with real clicks
We click accept, decline and partial consent ourselves and look at what reaches Google. Not just the switch in the settings.
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Not the brand, the wiring
Cookiebot, Usercentrics, Consentmanager, Klaro: what counts is not the banner but whether it sets the right signals at the right time.
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Advanced is not a recommendation
We do not sell the variant with more data as automatically better. The decision sits with you and your legal advisers.
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One piece, not the whole
A clean banner does not repair missing orders. That is why we test it in the context of the whole measurement.
What Consent Mode is
Four switches Google reads on every visit.
Instead of simply being on or off, the Google scripts read four settings and behave accordingly: full measurement, anonymous hints or nothing at all. Two of these switches were added in 2024 and those are exactly the ones missing in many setups.
Consent Mode is a requirement by Google, not a German law. The consequence for your campaign data is felt immediately though.
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Store for measurement
May Google Analytics set cookies to recognise visits and sessions.
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Store for advertising
May cookies be set to attribute conversions to ads.
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User data for advertising
May the visitor’s data be sent to Google for advertising purposes. New since 2024.
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Personalised advertising
May that data be used for remarketing and personally tailored ads. New since 2024.
The one decision
Basic or advanced: more caution or more data.
This decision determines how many conversions Google can estimate on decline and how cautious your setup is on privacy. There is no generally right answer, only a documented trade-off.
| Point | Basic: only with consent | Advanced: also without, without cookies |
|---|---|---|
| Before the decision | Google scripts are fully blocked. Nothing is sent. | Scripts load and send anonymous hints without cookies and without an identifier. |
| On decline | Nothing. No request to Google. | Anonymous hints Google estimates from. |
| Estimating missing conversions | Limited, Google has little to go on. | Google states it can estimate over 70 percent of declined paths. An upper limit, not a guarantee, and only with enough traffic. |
| Legal caution | Conservative. Nothing leaves the page before consent. That is what many privacy professionals in Germany and Austria recommend. | Disputed. Whether anonymous hints before consent are allowed is not settled. |
We treat this as a trade-off you make with your legal advisers, not as a verdict. Wired wrongly, both variants lead either to data loss or to processing without permission.
Where it breaks
The four most common mistakes.
Most setups look fine in the preview and lose data or send without permission in real operation. These are the mistakes we find most often.
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Google loads before the banner has decided
The Google script is faster than the banner and already sends data on the first page view. The most common and most expensive mistake.
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Only two of four switches mapped
Many setups from before 2024 do not know the two new switches. Google Ads then quietly throttles audiences and attribution.
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Advanced without a decision
The variant with more data is active without anyone having decided whether that fits the company’s privacy stance.
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Changes are not passed on
The decision is read once on load but never again when the visitor later withdraws or accepts after all.
What we set up and test
From the default value to withdrawal.
We test the order that really has to hold and document the verified state so your team can re-check it after every update.
- Default set to decline before any Google script loads
- Banner categories mapped to all four switches
- Accept, decline and partial consent tested with real clicks
- Withdrawal during the visit reaches Google immediately
- No catching up of data from before consent
- Banners on main site and shop know the same decision
- Verified in the browser network and in Google’s report
- Documentation of the verified state for your team
We build the technology. The texts in the banner and the legal assessment stay with you and your advisers.
Law and technology
The banner obtains the permission. Consent Mode passes it on.
German law has required consent since May 2024 before cookies are set or read. Consent Mode does not create that permission. It only transmits what the visitor decided.
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Consent is the legal layer
A banner without pre-ticked boxes where declining is as easy as accepting. That is the job of your banner and your advisers.
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Consent Mode is the technology
It makes sure Google knows the decision and sticks to it. A perfect Consent Mode with an ineffective banner remains a problem.
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The advanced debate is real
Anonymous hints before consent still send something to Google. Experts disagree on whether that is permissible. Put it to your advisers as an open question.
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Data goes to the US
Google is a US company. The current agreement allows the transfer but is challenged. Routing the measurement through a server of your own in Germany reduces what goes out.
Practical assessment, not legal advice. We never claim a setup is one hundred percent legally safe. Nobody can.
How it runs
From the check to the documentation
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two working days
Tracking check
We check banner, order, all four switches and whether accept and decline really arrive. Together with the rest of the measurement.
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with your advisers
Decision
Basic or advanced, documented with reasoning. We provide the facts, you decide.
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one to three days
Setup
Defaults, mapping of categories, passing on changes, backup of the old state.
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one day
Testing with real clicks
Accept, decline, partial consent, withdrawal. On main site and shop.
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includes a test guide
Handover
Verified state, guide for re-checking after updates, known limits.
Prices
Rarely a project of its own.
Wiring up the banner is one building block of the web tracking foundation and included there. As a single job it is charged less than a whole package.
Tracking check
EUR 290 net- Banner, order and all four switches checked
- Behaviour on accept, decline and withdrawal
- Assessment of basic or advanced for your decision
- Fixed price for the repair, credited if you commission within 30 days
Implementation
- by quote, under EUR 990
Wiring up the banner as a single job
When the rest of the measurement is fine and only the banner is missing or wired wrongly.
- from EUR 990 net
Within the Web Tracking Foundation package
Banner, measurement plan, Google Analytics and ad account in one build, with a real test and handover.
One-off prices, no term. All prices net.
Related
Where the banner belongs.
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The whole measurement
Measurement plan, Google Analytics, ad account, cookie banner, test. The banner is one of nine building blocks.
See web tracking -
A server of your own
The decision at the banner is respected on the server too. The server is not a way around it.
See server-side tracking -
Connecting Meta
Meta must not receive anything on decline either. How browser and server respect that together.
See Meta Conversions API -
Both variants in detail
Basic and advanced explained step by step, with what you can put to your advisers.
Read the guide
Common questions
Consent Mode, basic or advanced, banner and law.
Is Consent Mode v2 mandatory?
For visitors from Europe practically yes. Since March 2024 Google requires the signals to keep offering audiences, remarketing and the estimate of missing conversions. Without them you do not lose Google Ads, but exactly those functions.
Which banner do we need?
One Google recognises and that can set all four switches. Cookiebot, Usercentrics, Consentmanager and Klaro are common. The wiring matters, not the brand.
Is advanced allowed in Germany?
That is disputed and not settled. On decline anonymous hints go to Google. Experts see that differently. For maximum caution basic is recommended. Decide it with your legal advisers.
How many conversions does the estimate bring back?
Google names over 70 percent of declined paths for advanced. That is Google’s number and an upper limit that needs enough traffic. What arrives for you is only shown by the report.
How do we check it ourselves?
Before consent no Google request may appear in the browser network (basic) or only one without cookies (advanced). After the click all four switches have to flip immediately. We give you a guide for that.
Do we also need a server of our own?
Those are two different things. Consent Mode governs whether measuring is allowed. The server governs whether the report arrives when ad blockers would otherwise stop it. Together they work best, but the server comes after the foundation.
Start the tracking check
Four required answers, the rest is optional. You get a reply by email within one business day, no phone call.
Next step
Find out what Google learns from your banner.
The tracking check tests the banner together with the whole measurement. Within two working days you know whether accept and decline really arrive.
Credited if you commission within 30 days. Practical assessment, not legal advice.