Content updated and sources checked on 19 October 2026. The original publication date has been retained.
A cookie banner on your website does not mean that all tags respect the visitor’s choice. Google Consent Mode governs how supported Google tags handle consent choices. It is not a substitute for a clear choice, a correct configuration or a legal assessment.
1. Distinguish between a banner and Consent Mode
Google describes three steps: obtain the user’s choice, communicate that choice and ensure that Google tags and third-party tags act accordingly.[10] A Consent Management Platform can help with this. Simply installing a banner is therefore not the same as checking that every marketing tag is blocked or adjusted.
2. Not every cookie follows the same rules
The Dutch Data Protection Authority distinguishes between functional, limited analytics and other cookies. Functional cookies do not require consent; limited analytics cookies may be exempt when the privacy implications are absent or minor. Tracking cookies require prior information and consent.[15] This does not mean that every Analytics configuration automatically qualifies for an exemption.
3. Understand the four relevant signals
Consent Mode includes analytics_storage, ad_storage, ad_user_data and ad_personalization. These cover analytics storage, advertising storage, the use of personal data for advertising purposes and personalised advertising.[10] Record which choice in your banner corresponds to which signal; do not assume that one general switch handles everything correctly.
4. Make a deliberate choice between basic and advanced
In basic consent mode, Google tags are blocked until consent is given. In advanced consent mode, tags can load with denied defaults and send cookieless measurements.[10] Advanced therefore does not mean that there is no data traffic at all before consent. Have someone assess whether the chosen configuration fits your obligations and objectives.
5. Check more than the visible banner
Start with a new browser profile or a clean test session. Check network traffic and storage before a choice, after rejection, after acceptance and after changing an earlier choice. Test another page and a return visit too. Check embedded videos, forms and marketing pixels separately: not every third party responds to Google’s signals.
6. Make choices and explanations understandable
Explain what data is used for and by whom. The Dutch Data Protection Authority also mentions the right to withdraw consent and requires information before someone gives or refuses consent.[15] Make settings easy to find again later. Avoid explanations made up solely of technical product names; visitors need to understand the purpose.
7. Going further: maintain a tag register
For each tag, record the provider, purpose, data used, activation point and person responsible. Repeat checks after adding a new campaign pixel, plugin or form integration. Keep test results with their date and settings so that a subsequent change does not silently reintroduce a previously resolved error.
Frequently asked question: does Consent Mode make my site GDPR-compliant?
No. It is a technical facility, not a certificate or legal guarantee. This article provides general technical information, not individual legal advice. Would you like your website and measurement setup reviewed together? Get in touch or read about our web design approach.
