We’re excited to announce that FastCMP now supports Google Consent Mode v2.

As privacy standards continue to evolve, this update helps ensure compliance with regulations while maintaining marketing performance. With built-in support for the latest version of Google Consent Mode, FastCMP allows you to send accurate, privacy-friendly signals to Google—without any extra setup.

What is Google Consent Mode v2?

Google Consent Mode is a tool designed to help websites strike the right balance between respecting user privacy and maintaining data-driven functionality. It allows you to customize how Google tags behave based on the user's consent status, ensuring compliance with privacy regulations while still enabling essential website operations and analytics.

With Google Consent Mode v2, websites can dynamically adjust the behavior of Google services like Google Analytics, Google Ads, and DV360 based on whether users grant or deny consent for cookies and other tracking technologies. It works seamlessly with FastCMP, ensuring that your website's data collection practices align with user preferences.

Google Consent Mode uses purpose-based consents before handling personal data.

• ad_storage: Controls cookie storage and tracking for advertising purposes
• analytics_storage: Handles analytics cookie storage and measurement
• functionality_storage: Enables storage that supports the functionality of the website or app such as language settings
• personalization_storage: Enables storage related to personalization such as video recommendations
• security_storage: Enables storage related to security such as authentication functionality, fraud prevention, and other user protections

Differences with Google Consent Mode v2

As of March 6, 2024, Google Consent Mode v2 is a standard requirement for using Google Advertising Services, the consent types above are accompanied by two new markers:

1. ad_user_data – Enables data being utilized for advertising purposes
2. ad_personalization – Enables data being employed for remarketing

This allows users to control more precisely how their data is used.

Advanced and Basic mode

Google Consent Mode provides two implementation methods, Basic and Advanced.

Basic mode:

With Basic Consent Mode, Google Tags remain blocked until the user grants consent via the consent banner.

Advanced mode

Advanced Consent Mode allows website owners to customize how tags and cookies behave based on different consent states.

In Advanced Consent Mode, Google Tags load before your consent banner appears. When users make their consent choices through the banner, Consent Mode detects these preferences and signals them to your Google Tags, which then adapt accordingly.

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Implementation Details

There are multiple ways to implement Consent Mode v2:

• Manually via gtag.js
• Through Google Tag Manager
• Through your CMP, such as FastCMP

FastCMP provides a seamless implementation path with automatic handling of all necessary consent signals—no need to touch code or tag configuration.

How FastCMP Supports It

We’ve updated FastCMP to fully support Consent Mode v2 across all regions. For users already using FastCMP, it will be activated by default in Advanced Mode.

Here’s how FastCMP handles it:

• Automatically configures and sends the correct Consent Mode signals, including the new ones (ad_user_data, ad_personalization).
• Ensures compatibility with the IAB TCF framework, aligning both legal and technical signals.
• Manages any technical updates from Google for you.

If you are already using it (via a custom implementation or Google Tag Manager):

• To avoid duplicated signals:
  • If you prefer to use FastCMP: deactivate the existing implementation
  • If you want to keep your current setup: deactivate FastCMP’s Consent Mode handling: Instructions here

Benefits of Activating with FastCMP

• Stay compliant: Meet Google’s latest privacy requirements
• Maintain performance: Preserve measurement even with limited consent
• Save time: FastCMP handles implementation and updates automatically
• Peace of mind: Technical and legal compatibility through TCF support

Need Help or Have Questions?

Our Customer Success team is here to help you transition smoothly, you can contact them directly if needed or visit our documentation here.

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