Since March 2024, Google has started requiring Consent Mode v2 as a mandatory setup.

Consent Mode v2 is a part of the Digital Markets Act (DMA) implemented in November 2022. The DMA aims to support smaller organizations in getting a fair share in the digital space and provide greater protections for user rights and data.

That’s why the new Consent Mode has additional parameters that businesses need to implement.

After you’ve set it up, there’s an easy way to test if it’s working correctly.

1. Log into Google Tag Manager
2. Go to Preview mode (Make sure that Google Tag Manager is active for the website you’re testing)

Here you’ll simulate the user behavior by testing 3 scenarios:

1. The user does not take action
2. The user clicks on Accept cookies
3. The user clicks on Deny cookies

Make sure to delete the cookies from your browser between the test runs.

• The user does not take action

In GTM, you need to test what event is triggered when you open the website but take no action – this represents the Consent default state. 

Pro tip: Configure consent default state should be Denied.

Now open the website in Preview mode. Take no action on the Consent banner. Go to GTM, click Consent from the menu, and see what event is triggered. If done correctly, the consent state should display all parameters with a Denied value.

• The user clicks on Accept all cookies

Go back to preview mode and now accept the cookies. Go back to GTM and see what event this action fires. If configured correctly, it should display all parameters with a Granted value. Make sure the “ad_user_data” and “ad_personalization” parameters in particular are being sent with a “Granted” value.

• The user clicks on Deny cookies

In preview mode, deny the cookies. Go back to GTM and see the event this action fired. If configured correctly, it should display all parameters with a Denied value.

And one last but important note: Make sure the firing order is correct

Consent events in GTM must fire before the e-commerce measurement events — otherwise, they will be sent with the default Denied state and never reach the platforms.

It’s a wrap!

Hope you found this quick test useful! If you’re interested in more marketing know-how, check out the other marketing tips on our blog.