Google Analytics 4 adds new consent mode setting section

The platform introduced this feature in anticipation of the enforcement of Google’s EU User Consent Policy (EU UCP). Advertisers will need to provide verifiable consent signals to serve personalised ads in the UK and European Economic Area (EEA). 

Google emphasised the importance of complying with this policy to maintain optimal ad campaign performance, ensuring maximum reach and return on investment.

Understanding GA4's Consent Signals Feature:

GA4’s Consent Signals feature empowers businesses with three key sections aimed at bolstering privacy controls and ensuring compliance with regulations, particularly in the European Economic Area (EEA).

Ads Measurement Consent Signals:

The first section, Ads Measurement Consent Signals, serves as a crucial checkpoint for businesses to verify that they’re collecting end-user consent before transmitting personal data to Google for advertising purposes. By implementing ads measurement consent signals through a consent management platform or the consent mode API, businesses can demonstrate their commitment to responsible data handling practices.

Ads Personalization Consent Signals:

In the realm of personalised advertising, the ‘Ads Personalization Consent Signals’ section plays a pivotal role in ensuring that businesses obtain consent from EEA-based end-users before leveraging their personal data for ad personalization. Failure to secure consent may result in exclusion from audience lists exported to Google Ads, highlighting the importance of implementing ads personalization consent signals using the recommended platforms or APIs.

Verify Data Consent Settings:

For businesses operating within the EEA, reviewing and verifying data consent settings is paramount. This section allows businesses to assess which Google services can receive consented personal data from the EEA, providing transparency and control over data sharing practices.


GA4’s Consent Signals feature represents a significant step forward in empowering businesses to navigate the complex landscape of data privacy and consent. By leveraging these tools effectively, businesses can not only enhance their privacy compliance efforts but also build trust and transparency with their audience. As privacy regulations continue to evolve, embracing features like Consent Signals ensures that businesses remain at the forefront of responsible data management practices.