Consent Mode v2 passes each visitor's cookie choices to Google tags, which then adjust how they collect data. Google requires it for advertisers using its ad platforms with UK and EEA users who want to keep using audience and remarketing features. It works alongside a proper consent banner, not instead of one.
Not on its own. It passes choices on; it does not collect consent. Under PECR, as amended in 2025, some analytics cookies can be set with clear notice and an easy opt-out, but advertising and tracking cookies still need prior consent. Your banner must make rejecting as easy as accepting, with nothing pre-ticked.
They count differently, with different attribution models, time windows and consent effects. Some difference is normal. Large gaps usually point to duplicate tags, missing conversions or misconfigured imports. We find the cause and explain which figures to rely on for which decisions.
Yes. We audit what is there, remove duplicate or broken tags, rename things so they make sense and rebuild where needed. Changes are tested before publishing, and previous versions are kept so anything can be rolled back.
You do. We work inside accounts owned by your business, with access granted to us, so your data and setup stay with you whoever manages them in future.