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With stricter privacy regulations across the EU, implementing Consent Mode v2 is no longer optional. If your website uses Google Analytics 4 or Google Ads, you must ensure user consent signals are properly configured. If you're building in Webflow, this guide will walk you through the setup step by step GDPR-compliant and future-proof.
Consent Mode v2 is Google’s updated framework that allows websites to communicate user consent preferences to Google services.
It controls how tags behave based on whether users accept or reject:
ad_storageanalytics_storagead_user_dataad_personalizationWithout it, you risk:
You’ll need:
In Webflow:
Project Settings → Custom Code → Inside <head>
Paste your Google tag snippet from GA4.
It looks like this:
<script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXX"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
</script>
Before any tracking runs, define default consent as denied:
<script>
gtag('consent', 'default', {
'ad_storage': 'denied',
'analytics_storage': 'denied',
'ad_user_data': 'denied',
'ad_personalization': 'denied'
});
</script>
This ensures compliance until the user makes a choice.
Your cookie banner must trigger consent updates.
When the user clicks “Accept”, run:
gtag('consent', 'update', {
'ad_storage': 'granted',
'analytics_storage': 'granted',
'ad_user_data': 'granted',
'ad_personalization': 'granted'
});
If the user rejects:
gtag('consent', 'update', {
'ad_storage': 'denied',
'analytics_storage': 'denied',
'ad_user_data': 'denied',
'ad_personalization': 'denied'
});
This can be triggered via:
Open:
GA4 → Admin → DebugView
Or use:
Make sure:
For EEA traffic, Google now requires:
ad_user_dataad_personalizationThese must be explicitly passed.
If not implemented correctly, Google Ads remarketing may stop working.
For full GDPR compliance, consider a Consent Management Platform (CMP).
Examples:
These tools integrate directly with Google Consent Mode v2 and simplify legal compliance.
Setting up Consent Mode v2 in Webflow is not complicated but it must be done correctly.
When properly configured, you:
For EU-facing businesses, this setup is no longer optional it's infrastructure.