# GA4 Consent Mode v2: Basic vs Advanced for Marketers

> Consent mode v2 for GA4 explained: basic vs advanced, the four consent types, copyable gtag defaults and what modelling recovers.

Source: https://mentionx.ai/learn/ga4/ga4-consent-mode-v2-basic-advanced  
Author: Dipuck Jones, founder of MentionX  
Updated: 4 November 2026  
Level: Practitioner

**Consent mode tells Google tags what each visitor agreed to. In basic mode, tags don't load until the visitor chooses; in advanced mode, tags load immediately and send cookieless pings when consent is denied, which supports better modelling.** Your legal team chooses the mode; marketing should understand the trade-off.

> **Key takeaways**
>
> - Four consent types matter: ad_storage, ad_user_data, ad_personalization and analytics_storage.
> - Basic: nothing is sent to Google before the visitor interacts with the banner.
> - Advanced: tags load and send cookieless pings when denied; Google uses them for modelling.
> - Google says advanced mode provides an advertiser-specific model instead of a general one.
> - Set defaults before any tag fires, then update on the banner choice and on every later page.

*Checked 4 November 2026 (CET) against Google Analytics Help and Google developer documentation. GA4 menus and limits change, so confirm in your own property. "Our view" marks MentionX opinion. Ledgerline is a fictional company used for illustration.*

## Basic vs advanced

| | Basic | Advanced |
|---|---|---|
| Tags load before the choice | No | Yes |
| Data when consent is denied | None | Cookieless pings (no Analytics cookies set or read) |
| Modelling | General model | Advertiser-specific model |
| Implementation effort | Simpler | Needs correct defaults on every page |

## Copyable defaults (gtag)

Place this before the Google tag loads. It denies everything by default and gives the consent banner 500 ms to update:

```js
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('consent', 'default', {
  'ad_storage': 'denied',
  'ad_user_data': 'denied',
  'ad_personalization': 'denied',
  'analytics_storage': 'denied',
  'wait_for_update': 500
});
```

When the visitor accepts analytics only, the banner calls:

```js
gtag('consent', 'update', {
  'analytics_storage': 'granted'
});
```

Google's developer guide notes that consent mode does not save choices. Your banner must store the choice and call `update` again on later pages. In Tag Manager, use a consent mode template from your consent platform, or the `setDefaultConsentState` and `updateConsentState` APIs.

## How do you check it works?

1. Open the site in Tag Assistant (tagassistant.google.com).
2. Check the **Consent** tab for the default state on first load and the updated state after your choice.
3. In GA4 DebugView (lesson 16), confirm events arrive only in the states your policy allows.

> **Pro move:** in regions where you don't need opt-in, set region-specific defaults with the `region` parameter rather than one global default. It avoids under-collecting everywhere to satisfy the strictest market. Confirm the regions with legal.

*Our view:* consent rates drive data quality more than any GA4 setting. A clear, honest banner usually earns more opt-ins than a dark pattern, and it is the right thing to do.

Consent also explains part of the gap between GA4 and your own logs, which lesson 14 covers.

Next: [Thresholds, sampling and data quality](https://mentionx.ai/learn/ga4/ga4-thresholds-sampling-data-quality). Or return to the [GA4 for Marketers track](https://mentionx.ai/learn/ga4/ga4-for-marketers).

## Common questions

**What are the consent types in consent mode v2?** ad_storage, ad_user_data, ad_personalization and analytics_storage. Each can default to denied and be updated when the visitor chooses.

**Does advanced consent mode send data without consent?** In advanced mode, tags load before the choice and send cookieless pings when consent is denied. No Analytics cookies are set or read in that state. Check this with your legal team.

**Which mode gives better modelling?** Google says advanced mode enables improved modelling, with an advertiser-specific model rather than a general one.

## Sources

- Google Analytics Help, [About consent mode](https://support.google.com/analytics/answer/10000067)
- Google Analytics Help, [Consent mode reference](https://support.google.com/analytics/answer/13802165)
- Google for Developers, [Set up consent mode on websites](https://developers.google.com/tag-platform/security/guides/consent)
- All accessed 4 Nov 2026.

## Frequently asked questions

### What are the consent types in consent mode v2?

ad_storage, ad_user_data, ad_personalization and analytics_storage. Each can default to denied and be updated when the visitor chooses.

### Does advanced consent mode send data without consent?

In advanced mode, tags load before the choice and send cookieless pings when consent is denied. No Analytics cookies are set or read in that state. Check this with your legal team.

### Which mode gives better modelling?

Google says advanced mode enables improved modelling, with an advertiser-specific model rather than a general one.

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Written and reviewed by Dipuck Jones for MentionX Learn. The HTML version of this page: https://mentionx.ai/learn/ga4/ga4-consent-mode-v2-basic-advanced