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. Without Consent Mode v2, your Google Analytics reports become incomplete for European visitors, and your Google Ads campaigns lose conversion tracking data for that audience. This directly reduces the accuracy of your ad targeting and reporting. 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.