What is Consent Mode v2 in GA4?

Consent mode is a feature that allows websites to adjust the behavior of Google Analytics and other Google tags based on whether a user provides consent or not. With the updated version Consent Mode v2, websites will be able to understand and track user behavior even when users do not consent to cookies. 

When you configure GA4 to Consent Mode v2, it will tracks all events even without consent (called ‘cookieless pings’) and will use machine learning to estimate the behaviour of users who decline cookies based on similar users who have given consent. This process is called behavioural modelling for Consent Mode and will help optimize conversions and analytics.

Starting March 2024, you need to implement Consent Mode V2 to keep using measurement, ad personalization, and remarketing features in EEA and UK.