Google Consent Mode 2.0 without compromise

Google Consent Mode allows Google tags (Ads, Analytics) to adjust their behavior based on a visitor's consent state. Since March 2024, Google has required Consent Mode v2 — in basic or advanced mode — from advertisers in the EEA who want to use remarketing audiences and conversion measurement.

Waulter implements both modes:

• Basic mode — if a visitor declines consent, Google tags do not fire at all. No data is sent.
• Advanced mode — Google tags fire regardless, but without cookies. Google uses modeling to estimate conversions and audiences.

• Automatic configuration — after installing the script, Waulter automatically sets consent defaults and updates the state after visitor interaction.
• GTM integration — full support via Google Tag Manager. Waulter communicates consent state through the dataLayer.
• Granular states — ad_storage, analytics_storage, ad_user_data, ad_personalization are set individually based on the visitor's choice.
• No lost data — advanced mode allows Google to model conversions even when consent is declined.

• Remarketing audiences — without Consent Mode 2.0, you lose the ability to target visitors who declined cookies.
• Conversion measurement — Google Ads needs signals for bid optimization. Consent Mode enables modeled conversions.
• EU regulatory compliance — since March 2024, Google has required Consent Mode v2 from EEA advertisers using remarketing and conversion measurement.