If Advanced Consent Mode active setup is not working, you are losing the most important feature of Consent Mode v2. Without Advanced Mode, Google cannot model data and your conversion measurement suffers significantly. Furthermore, you are missing the anonymized pings that serve as the basis for Smart Bidding. As a result, your Google Ads account performs considerably worse.

Why Advanced Consent Mode Is Not Active in Your Setup

The most common reason is that your CMP only supports Basic Consent Mode. In Basic Mode, all tags are completely blocked when consent is missing. Consequently, Advanced Consent Mode is not active in your setup even though the GTM is correctly configured. Additionally, the advanced consent signals may not be forwarded correctly. More details in our FAQ on modeled conversions.

How to Activate Advanced Consent Mode

First, check whether your CMP supports Advanced Mode. Then, switch the consent settings to Advanced in the GTM. Furthermore, the option for cookieless pings must be enabled in the CMP. As a result, Advanced Consent Mode becomes active in your setup and modeling begins. The Google Consent Mode help provides a detailed guide.

Our Recommendation

We recommend activating Advanced Consent Mode as soon as possible. First, check whether your CMP supports this mode. If not, we recommend switching to a Google-certified CMP such as Cookiebot or Usercentrics. Furthermore, it is important to use the Tag Assistant after activation to confirm the correct functioning of Advanced Mode.

Conclusion

In summary, Advanced Consent Mode is indispensable for modern, GDPR-compliant tracking. Without it, you lose conversion modeling and Smart Bidding advantages. Contact us for the activation.