Set up and manage consent Overview: Consent mode parameters The visual representation below is for illustrative purposes only and should not be considered legal guidance. The visual representation below is for illustrative purposes only and should not be considered legal guidance. In addition to the consent mode parameters, there are the following privacy parameters: Tag behavior with consent mode If all consent options are granted , tags behave as follows: Cookies pertaining to advertising may be read and written. IP addresses are collected. The full web page URL, including ad-click information in URL parameters (e.g., GCLID / DCLID) is collected. Third-party web cookies previously set on google.com and doubleclick.net, and first-party conversion cookies (e.g., _gcl_* ) are accessible. Advertising identifiers (e.g., Advertising ID/IDFA) may be collected. The app-instance ID generated by the Google Analytics for Firebase SDK is collected. When one or more forms of consent are not granted (not set or denied ), there are additional behaviors to consider: ad_personalization='denied' Web & Mobile apps Personalized advertising is disabled, the following features won't receive data: Remarketing in Google Ads, Display & Video 360, Search Ads 360 Personalized advertising with Google's advertising products ad_user_data='denied' Web & Mobile apps Using personal data for online advertising is disabled, including use cases supported by user_id and user-provided data (hashed, consented user data). Note: Both ad_user_data and ad_personalization need to be granted to enable personalized advertising in Google advertising platforms. Click-ID keyed conversion data export to Ads platform is limited, for example, bidding optimization in Google Ads based on Google Analytics conversions, when ad_user_data='denied' . Multiple cookies are limited, causing conversion pings to be sent as cookieless pings. ad_storage='denied' No new cookies pertaining to advertising may be written. No existing first-party advertising cookies may be read. Requests are sent through a different domain to avoid previously set third-party cookies from being sent in request headers.

Google Analytics will not read or write Google Ads cookies, and Google signals features will not accumulate data for this traffic. Full page URL is collected, may include ad-click information in URL parameters (e.g., GCLID / DCLID). Ad-click information will only be used to approximate accurate traffic measurement. Ads products truncate IP addresses at collection. No Advertising ID/IDFA may be collected. Google Signals features will not accumulate data for this traffic. Ads products truncate IP addresses at collection. analytics_storage='denied' Will not read or write first-party analytics cookies . Cookieless pings will be sent to Google Analytics for future measurement. Google Analytics will use cookieless pings for modeling . No IDFV may be collected. Events without device or user identifiers will be sent to Google Analytics for future measurement. Google Analytics will use these events for modeling . Web & Mobile apps When analytics_storage='denied' , cookieless pings are sent to Google Analytics. No Analytics cookies are set, accessed, or read from the device. Consequently, cookieless pings are anonymized and non-identifiable Google Analytics events. Cookieless pings, as part of regular HTTP/browser communication, may include the following information: user agent, screen resolution, IP address. Note that Google Analytics does not store or log IP addresses. If an advertiser sets other fields, such as user_id and custom dimensions , they will be sent normally. The data collected in the cookieless ping is used for behavioral and conversion modeling, to fill the gaps in your data. ad_storage='denied' and ads_data_redaction='true' No new cookies pertaining to advertising may be written. No existing advertising cookies may be read. Requests are sent through a different domain to avoid previously set third-party cookies from being sent in request headers. Google Analytics will not read or write Google Ads cookies, and Google signals features will not accumulate data for this traffic. In Google Analytics full page URL is collected, may include ad-click information in URL parameters (e.g., GCLID / DCLID). Ad-click information will only be used to approximate accurate traffic measurement. In Google Ads, ad-click identifiers (e.g., GCLID / DCLID) in consent and conversion pings are redacted. Ads products truncate IP addresses at collection. Related resources Developer documentation: Manage consent settings Implement consent mode with Google Tag Manager Consent management platform integrations Was this helpful? Need more help? Try these next steps: