What is Google Consent Mode? (And Why It’s Critical if Your Website Has Users in Europe)

Google Consent Mode is a mechanism to control signals that are sent with your Google tags that share your user’s consent choices. Google can use this signal to modify its processing behavior when data is sent to their servers.

Starting in March 2024, if you have users in the European Economic Area (EEA) and do not have Google Consent Mode activated on your website, you will not be able to use this data for audience creation and retargeting across all Google products.