What is Google Consent Mode V2?

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Google Consent Mode V2 is a technical solution that allows websites to tell Google how users have consented to the use of cookies and other tracking technologies. Google Consent Mode V2 defines two basic modes:

Basic Mode: This is a binary choice where the cash app data user either agrees or disagrees with the collection of data. If they disagree, no data may be collected.
Advanced Mode: Allows the user to specify in more detail what data can be collected and for what purposes.
Google Consent Mode V2 also introduces two new parameters compared to its original version:

ad_user_data: This parameter controls whether non-anonymized user data can be used in advertising systems (e.g. Google Ads).
ad_personalization: Controls whether users can be included in remarketing audiences.
Why can't websites do without Google Consent Mode V2?
Starting March 1, 2024, websites that do not implement Google Consent Mode V2 will face limitations in their ability to operate . This update will have implications for many aspects of web traffic. Websites without Google Consent Mode V2 will be denied the ability to use Google Analytics to track traffic, which will affect the ability to analyze and understand user behavior in detail.