Google Analytics present without Consent Mode v2

Google Consent Mode v2 is a setting inside Google Analytics and Google Tag Manager that adjusts how tracking works based on whether a visitor has accepted cookies. Since March 2024, Google requires it for any site with EU, UK, or Swiss visitors.

Why this matters

Google asks advertisers to implement Consent Mode v2 for traffic from the European Economic Area. Without it, Google Analytics and Google Ads may report incomplete data for those visitors, including less conversion tracking, which can affect measurement and audience targeting.

How to fix it

If you use a cookie consent banner, connect it to Google Consent Mode v2 via your tag manager. Most major consent platforms (Cookiebot, Usercentrics, CookieYes) have one-click Google integrations. If you do not yet have a consent banner, add one - it is legally required for EU visitors regardless.

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