Understand and implement Google Consent Mode

Google Consent Mode is a framework designed to integrate website visitor consent preferences with Google's advertising and analytics tools. With Consent Mode, your site can adjust how these tools behave based on the consent status of website visitors, particularly regarding cookies and data collection. Even when visitors don’t consent to cookies, Google services can operate in a limited mode and collect basic interactions without breaching privacy expectations. 

Please note: as of the March 2024 deadline set by Google, businesses that don’t integrate with Google Consent Mode v2 could experience measurement loss of tracked data from EEA/EU/UK visitors.

Before you get started

Due to Google’s explicit consent requirement, Consent Mode will only work in the EEA, EU, and the UK if a HubSpot opt-in cookie consent banner (with or without categories) displays for those visitors.

To turn on Google Consent Mode, you must meet the following criteria:

• Have a HubSpot-hosted site.
• Be integrated with Google Tag Manager or Google Analytics.
• Use HubSpot’s opt-in cookie consent banner. 

If you use a non-HubSpot site and coonsent banner, or you have custom Google Tag Manager or Google Analytics, learn how to manually implement Google Consent Mode.

Turn on Google Consent Mode

To turn on Google Consent Mode for a HubSpot-hosted site:

1. Set up a HubSpot opt-in cookie consent banner. As you’re setting up your banner, in the Countries dropdown menu, select EU, EEA, and UK countries.
2. Integrate with Google Analytics 4 (supports advanced consent mode) with your Measurement ID or Google Tag Manager (supports basic consent mode) with your GTM ID natively in your HubSpot account.

Please note: if you want to implement a basic version of consent mode for Google Analytics 4 instead of advanced, you can add Google Analytics as a tag to Google Tag Manager. Then, it will load with basic consent mode through HubSpot's Google Tag Manager integration.

Once these steps are completed, Google Consent Mode v2 will be supported worldwide on your HubSpot-hosted content.

Implement Google Consent Mode manually

If your website isn't hosted in HubSpot, you're not integrated with GTM or GA4 via a Measurement ID or GTM ID, or you're using a non-HubSpot cookie banner, you'll need to implement Google Consent Mode manually.

External site

If you use the HubSpot cookie banner on an external website, work with your developer to implement Consent Mode manually.

Custom Google Tag Manager or Google Analytics

If you're not integrated with GTM or GA4 via a Measurement ID or GTM ID within HubSpot and use a code snippet to integrate, you must implement Consent Mode manually. Work with your developer to implement Consent Mode manually.

External cookie banner

If you use a non-HubSpot cookie banner on your HubSpot-hosted site or on your external website pages, consult with your external cookie banner provider or developer for guidance.