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Everything you need to know about Google Consent Mode v2: A guide for HubSpot users

Google Consent Mode v2 | A guide for HubSpot users

Have you heard about Google Consent Mode v2? If not, don't worry - we've got everything you need to know about it here. Google Consent Mode v2 is an updated version of Google's original Consent Mode, which allows website operators to manage users' consent to the use of cookies and other tracking technologies. With this new version, Google brings some improvements and additional features that may be relevant for anyone using Google Analytics and Google Ads.

Google Consent Mode v2 is, as already mentioned, an extension of the original Consent Mode, which was introduced in 2020. This feature allows website operators to control the behavior of Google Analytics and Google Ads tags based on the user's consent. In other words, if a website user refuses to consent to the use of cookies and other tracking technologies, the relevant tags can be configured to respect this decision and not collect data.

Why is this customization important for you?

Google requires all websites and apps to use Google Consent Mode v2 from March 2024.

Without Consent Mode, basic functions such as the use of remarketing lists for Google Ads and the import or filling with users from Google Analytics 4-Audiences will no longer be possible. These are no longer possible without correctly integrated Google Consent Mode. Target groups that contain such users will no longer be filled without the update. They should therefore become unusable after a maximum of 2 months.

As with any new technology, there are pros and cons that you should consider.


  • Better compliance with data protection regulations: With Google Consent Mode v2, website operators can ensure that they comply with privacy regulations by respecting user consent to tracking.
  • Improved tracking with limited consent: Even if a user refuses consent, certain tags can still be activated to collect basic information required for the website to function.
  • Implementation flexibility: Google Consent Mode v2 offers different options for implementation, depending on the requirements and preferences of website operators.


  • Limited functionality: While Google Consent Mode v2 is a useful feature, it may not offer the same granularity and control as other consent management platforms.
  • Dependence on Google: The fact that Google Consent Mode v2 is a Google feature raises concerns about reliance on a single provider to manage our consent mechanisms.

Integration with HubSpot and Google Ads

As a HubSpot user, you probably want to know how to integrate Google Consent Mode v2 with your HubSpot website, especially if you're using Google Ads to serve ads. The good news is that the integration is relatively simple.

To support Google Consent Mode v2 in HubSpot, you must have a HubSpot-hosted website, Google Tag Manager and/or Google Analytics must be integrated into it, and the HubSpot Opt-in Cookie Consent Banner must be used.

Due to the explicit consent required by Google, Consent Mode v2 only works in the EEA, the EU and the UK if a HubSpot opt-in cookie consent banner (with or without categories) is displayed for these visitors. You can activate the cookie banner in HubSpot under Settings Privacy & Consent > Cookies.

HubSpot Cookie Banner

Then integrate Google Analytics 4 with your Measurement ID and/or the Google Tag Manager with your GTM ID natively in your HubSpot account under Settings Website > Pages > Integrations.

Note: The integration of the Google Analytics 4 ID is only necessary if the tracking is not covered in the Google Tag Manager. Otherwise, events will be recorded twice.

HubSpot Tracking GA4 GTM

Once these steps have been completed, Google Consent Mode v2 will be supported worldwide for your HubSpot-hosted content.

Implement Google Consent Mode v2 manually

If you need to implement Consent Mode v2 manually because you are using the HubSpot cookie banner on an external website or if you are using an external cookie banner or if you have already integrated server side tracking, it is best to work with a developer.
The following steps are required for this:

Denn dazu sind die folgenden Schritte erforderlich:

  1. Enable Google Consent Mode v2: First, you need to make sure that Google Consent Mode v2 is enabled on your HubSpot website. To do this, you need to add the corresponding script to the header of your website.
  2. Configure Google Ads tags: Next, you need to make sure that your Google Ads tags are configured to respect the user's consent decision. To do this, you need to adjust the relevant options in your Google Ads account.
  3. Monitoring and testing: After you have completed the integration, monitor and test the behavior of the tags to make sure they are working properly. Perform tests to ensure that the tags are activated or deactivated correctly, depending on the user's consent.

Use the help of a HubSpot partner

If this process seems too complicated or you simply don't have the time to deal with it, there is a solution: the help of a HubSpot partner. HubSpot partners are experts in the platform and can help you implement Google Consent Mode v2 on your website quickly and securely.

A HubSpot partner can not only perform the integration for you, but also ensure that all tags are properly configured and that your privacy policy is adhered to. With their expertise, you can rest assured that everything will run smoothly and you can focus on what's really important - growing your business.


Overall, Google Consent Mode v2 provides a convenient way to manage user consent while maintaining the functionality of your website. As a HubSpot user, you can use this feature to improve privacy compliance while serving ads through Google Ads. By integrating with HubSpot and enlisting the support of a HubSpot partner if necessary, you can ensure that everything runs smoothly and you can focus on growing your business. So, what are you waiting for?