Since March 2024, every site in the EU using Google Ads / Meta CAPI must run Consent Mode v2. Without it, Google limits remarketing audiences and won't attribute conversions from sources without consent.
The four key signals
ad_storage— consent to storing advertising cookies.ad_user_data(v2) — consent to sending user data to advertising systems.ad_personalization(v2) — consent to personalized advertising.analytics_storage— consent to analytics cookies.
Default vs. Update
Before the CMP banner loads, you send the default state (all denied). After the user clicks, you send an update with their actual decision. sGTM decides based on this whether to send or drop the event.
Strict vs. default mode
Default mode: even when denied, we send Google a "pinged" event with sub-PII information for modeling. Google fills in the attribution statistically.
Strict mode: when denied, the event never leaves our server. No "pinged", no modeling. Safer against audits, but you lose ~5-15% of the attribution signal.
How to enable it in DataNostro
Dashboard → Power-Ups → Consent Mode → enable
"Enforce server-side". If you want strict mode, also enable
"Strict (block dispatch on denied)". The power-up also automatically
strips _fbp, _fbc, _gcl_aw from the
cookies when denied — so you never forward PII by accident.