# Google Consent Mode v2

Google Consent Mode v2 ensures that Google vendors associated with a consent notice comply with an end-user's consent choices (called consent types) defined by Google. When a website visitor or app user indicates their consent choices, a consent check will adjust Google tag behaviors, and the end-user's consent choices are preserved across their interaction with the website.

* [Glossary](#glossary)
* [Google consent types](#google-consent-types)
* [Basic vs Advanced consent mode](#basic-vs-advanced-consent-mode)

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[Click here](https://www.didomi.io/blog/google-consent-mode-v2-what-you-need-to-know) to read the Didomi blog post about Google Consent Mode v2.
{% endhint %}

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### Glossary

In the context of working with Google Consent Mode v2, your organization should be familiar with the following terminology used by Google:

<table><thead><tr><th width="227">Term</th><th>Description</th></tr></thead><tbody><tr><td>Consent type</td><td>Indicates the type of storage. <a href="#google-consent-types">Click here</a> to view the different consent types available for Google Consent Mode v2. </td></tr><tr><td>Consent state</td><td>End-users choice for a particular consent type. The consent state for each consent type can be <code>granted</code> or <code>denied</code>.</td></tr><tr><td>Consent check</td><td>Action that causes vendor tags to modify behavior based on the consent state for each consent type</td></tr></tbody></table>

### Google consent types

The following consent types that can be set include:

<table><thead><tr><th width="227">Consent type</th><th>Description</th></tr></thead><tbody><tr><td><code>ad_storage</code></td><td>Enables storage, such as cookies (web) or device identifiers (apps), related to advertising.</td></tr><tr><td><code>ad_user_data</code></td><td>Sets consent for sending user data to Google for online advertising purposes.</td></tr><tr><td><code>ad_personalization</code></td><td>Sets consent for personalized advertising.</td></tr><tr><td><code>functionality_storage</code></td><td>Enables storage that supports the functionality of the website or app, for example, language settings</td></tr><tr><td><code>personalization_storage</code></td><td>Enables storage related to personalization, for example, video recommendations</td></tr><tr><td><code>analytics_storage</code></td><td>Enables storage, such as cookies (web) or device identifiers (apps), related to analytics, for example, visit duration.</td></tr></tbody></table>

### Basic vs Advanced consent mode

Google Consent Mode v2 supports two different modes that your organization can use to guide implementation ([basic](/consent-management-platform-cmp/frameworks-regulations/google-consent-mode-v2/google-consent-mode-v2-basic.md) or [advanced](/consent-management-platform-cmp/frameworks-regulations/google-consent-mode-v2/google-consent-mode-v2-advanced.md)). The major difference between these two modes is how end-user consent impacts when and if your Google tags are loaded and the data transmitted to Google.

<table><thead><tr><th width="184">Feature</th><th>Basic consent mode</th><th>Advanced consent mode </th></tr></thead><tbody><tr><td>Tag loading</td><td>Blocked until end-user interaction with the consent notice</td><td>Loads with consent type defaults set to <code>denied</code> , unless configured otherwise</td></tr><tr><td>Data transmission</td><td>No data is sent before an end-user consents - not even the default consent status</td><td>When consent is <code>denied</code>, consent state and cookieless pings are sent<br><br>When consent is <code>granted</code>, cookies are written and all measurement data is sent.</td></tr><tr><td>Tag behavior after end-user interaction</td><td>Loads and executes consent mode APIs only when an end-user grants consent</td><td>Adjusts tag behavior based on end-user consent choice</td></tr><tr><td>Conversion and key event modeling</td><td>General model (less detailed modeling)</td><td>Advertiser-specific model (more detailed modeling)</td></tr></tbody></table>


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