[GA4] Consent type
The table lists all consent types for consent mode. Users can grant or deny consent for each type.
The visual representation below is for illustrative purposes only and should not be considered legal guidance.
An illustration of a cookie consent banner.
Consent Type
Description
ad_storage
Enables storage (such as cookies) related to advertising.
ad_user_data
Sets consent for sending user data related to advertising to Google. The ad_user_data consent type is required for measurement use cases, such as enhanced conversions and tag-based conversion tracking.
ad_personalization
Sets consent for personalized advertising.
analytics_storage
Enables storage (such as cookies) related to analytics e.g. visit duration.
The visual representation below is for illustrative purposes only and should not be considered legal guidance.
An animation showing a cookie consent banner and what happens if you accept or deny cookies.
In addition to the consent mode parameters, there are the following privacy parameters:
Storage Type
Description
functionality_storage
Enables storage that supports the functionality of the website or app e.g. language settings.
personalization_storage
Enables storage related to personalization e.g. video recommendations
security_storage
Enables storage related to security such as authentication functionality, fraud prevention, and other user protection.
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