If your Google Ads or GA4 numbers already dropped after a banner went live, start with Google Ads and GA4 conversions dropped after Consent Mode v2. This page is the setup.
Why Shopify stores need it
Shopify's help says event data sent to Google from customers, such as those in the European Economic Area (EEA), won't be used for personalized advertising unless Google Consent Mode v2 is activated and valid consent is obtained. Shopify also says you need to configure your customer privacy settings correctly so consent is passed to Google.
"v2" is Google's November 2023 update. Google's developer guide says consent mode users need to send two new parameters next to ad_storage and analytics_storage: ad_user_data and ad_personalization.
The four Google consent states
Google's consent mode reference describes them like this:
| Consent type | What Google says it covers |
|---|---|
| ad_storage | Storage, such as cookies, related to advertising |
| analytics_storage | Storage, such as cookies, related to analytics, for example visit duration |
| ad_user_data | Consent for sending user data related to advertising to Google |
| ad_personalization | Consent for personalized advertising |
Two details matter for a store. Google says ad_user_data is required for measurement such as enhanced conversions and tag-based conversion tracking. When it is denied, personal data collection for online advertising is off, including the hashed first-party data enhanced conversions use. When ad_personalization is denied, remarketing in Google Ads gets no data.
Each state starts with a default and changes with an update when the shopper answers the banner. Google's guide says to set the default on every page before any measurement command, and to send the update as soon as the shopper interacts with your consent tool.
What Shopify records
Shopify's Customer Privacy API keeps the shopper's choice in four categories: preferences, analytics, marketing and sale of data. For each one, Shopify returns "yes" when the shopper granted it, "no" when they denied it, and an empty value when the shopper has neither granted nor denied it.
That third state happens at checkout: a shopper can pay without answering the banner. The Shopify and Google pages we read publish no table that maps Shopify's four categories to Google's four states, so check your banner app's docs for how it sets each Google state.
Set it up with Shopify's own banner
Google's help gives these steps:
- 1In your Shopify admin, click Settings, then Customer privacy.
- 2Open the Cookie banner section and click Set up banner.
- 3Confirm the appearance and position, then click Activate cookie banner.
- 4Confirm the regions where the banner should show and click Activate.
Shopify's help says automated privacy settings are on by default, and that Shopify sets the banner up for visitors in the UK and EEA when you have active markets there. You can switch to a manual setup and pick the regions yourself.
If the Google & YouTube app tracks your conversions, Google says consent mode should work automatically once the banner is set up.
Set it up with a consent app
Google says to use a consent management platform that integrates with Shopify's Customer Privacy API, set up by that app's own instructions. Shopify asks you to integrate a third-party banner with its customer privacy settings and to use the same consent regions in Customer privacy and in the app.
Run one banner. A theme banner and an app banner side by side can save two different answers. The symptoms of a banner that does not pass the answer on are in Shopify consent settings and missing purchases.
Custom pixels and Google Tag Manager
Shopify's help says a custom web pixel needs a code snippet added by hand to activate Google Consent Mode v2. Shopify's Google Tag Manager tutorial includes one: a consent update that sets all four states to granted. Shopify notes that these example settings might not match what your region's privacy law requires. Copy the structure, not the values.
Shopify's pixel docs say a custom pixel's required privacy settings are set in the admin, and that a pixel reads the starting choice with init.customerPrivacy and later changes through the visitorConsentCollected event.
Basic and advanced consent mode differ in when Google tags load. Google says that in basic mode tags stay blocked until the shopper answers, and in advanced mode they load at once and send cookieless pings while consent is denied. Which one fits your markets is your decision as the store owner. The effect on your numbers is on the Consent Mode v2 diagnosis page.
How to check the setup
- 1In Settings > Customer privacy, check that the banner is active and note its regions.
- 2If you use a consent app, find the line in its help that says it passes the choice to Shopify's Customer Privacy API.
- 3In Settings > Customer events, open each custom pixel that sends to Google and read its privacy settings and its consent code.
- 4For Google's own checks (Tag Assistant's Consent tab, the Diagnostics status in Google Ads, GA4's consent settings), follow the steps on the diagnosis page.
Consent Mode and a server sender
Consent Mode v2 tells Google tags in the browser what they may do. A purchase sent from a server has no tag, so the server has to carry the buyer's choice itself.
Google's Measurement Protocol for GA4 has a consent field with two values, ad_user_data and ad_personalization, each GRANTED or DENIED. analytics_storage is not among them. A server sender follows analytics consent by sending the purchase or not sending it.
Or let Tikra apply the choice for you: install from the Shopify App Store
How Tikra applies the buyer's choice
Where the choice comes from. Tikra's pixel reads the choice from Shopify's consent record in the buyer's browser, the record your banner writes. If a consent app does not pass the choice to Shopify, Tikra gets no signal. For each order Tikra waits up to 20 minutes for the choice, then decides once.
Which consent each platform needs. Meta, Google Ads, TikTok, Pinterest and Snapchat need marketing consent. Google Analytics 4 needs analytics consent. Klaviyo gets paid orders in every mode.
Three modes. You choose one in the window Choose your consent mode, where nothing is selected for you:
- Strict: Tikra sends an order to a platform only when the buyer accepted cookies for that purpose.
- Standard: Tikra sends an order unless the buyer declined. This includes a buyer who made no choice.
- My store manages consent: for stores whose own consent tool decides. Tikra also sends the orders of buyers who declined or made no choice to Meta, Google Analytics 4 and Google Ads. TikTok, Pinterest and Snapchat keep your Strict or Standard rule.
Until you choose, your store sends in strict mode. Buyers from the EEA and the UK are handled in strict mode until you choose otherwise for them. An opt-out of the sale or sharing of data stops orders to marketing platforms in every mode. You decide which mode is lawful for your markets.
What Google gets. For Google Analytics 4, the ad consent signals are set to granted only when the buyer allowed marketing and did not opt out of the sale or sharing of data. Otherwise they are set to denied. For Google Ads, Google is told that consent was given only when the buyer allowed marketing. In My store manages consent, an order from a buyer who declined goes to Google Analytics 4 and Google Ads with the advertising consent as DENIED.
A record for each order. The order page shows the buyer's choice under Consent: the decision, the marketing, analytics and sale or sharing choices, where the signal came from and the mode used. Each connected platform's Delivery shows how many orders were accepted, declined, made no choice or had no signal.
More than Google. The same orders can go to Meta, Google Analytics 4, Google Ads, TikTok, Pinterest, Snapchat, ChatGPT Ads and Klaviyo.
A guarantee. A written guarantee for eligible orders: at least 97 % reach each platform, fixed within 12 hours or a month's fee credited (Terms, section 8). Terms apply.
Plans start from $99 a month with 500 orders, setup by our team included, and a 14-day free trial that starts when you choose your first plan. A yearly plan has no charge for extra orders (Terms 6.4). For the full server route, see Shopify server-side tracking.
Frequently asked questions
Does Shopify support Google Consent Mode v2?
Yes. Google's help says consent mode is enabled automatically once Shopify's cookie banner is on, and should work automatically with the Google & YouTube app once your consent tool is set up. A custom pixel needs its own consent code.
Do I need a paid consent app?
Not for consent mode itself. Shopify's own banner works with it. If you use an app, pick one that integrates with Shopify's Customer Privacy API.
Which regions should the banner cover?
That is a legal decision for your markets. Shopify's automated settings show the banner to visitors in the UK and EEA when you have active markets there.
What is the difference between ad_storage and ad_user_data?
ad_storage covers advertising cookies on the shopper's device. ad_user_data covers sending user data to Google for advertising, such as the hashed details enhanced conversions use.
Does a server sender need Consent Mode v2?
It needs the same choice. A server has no Google tag, so it reads the buyer's choice and sends the order or not, with ad consent signals where Google takes them.
What happens when a shopper pays without answering the banner?
Shopify records no choice for that shopper. In Tikra, Strict mode does not send that order, and Standard mode sends it, except for buyers from the EEA and the UK until you choose Standard for them.
Check your store
Install Tikra from the Shopify App Store
Check that your tracking works
Related: Consent Mode v2 conversions dropped · Shopify consent settings and missing purchases · Google Ads enhanced conversions on Shopify · Consent modes
Sources, checked 2026-11-08
- Google Ads Help, Set up Shopify to obtain user consent (banner steps, consent mode enabled automatically, Google & YouTube app, CMP with the Customer Privacy API): https://support.google.com/google-ads/answer/14563069
- Google Ads Help, About consent mode (basic and advanced): https://support.google.com/google-ads/answer/10000067
- Tag Manager Help, Consent mode reference (the four types, ad_user_data for enhanced conversions): https://support.google.com/tagmanager/answer/13802165
- Google for Developers, Set up consent mode on websites (November 2023 update, default and update commands): https://developers.google.com/tag-platform/security/guides/consent
- Google for Developers, Consent mode overview (basic and advanced, effects of denied ad_user_data and ad_personalization): https://developers.google.com/tag-platform/security/concepts/consent-mode
- Google Analytics Help, Consent mode on websites and mobile apps (analytics_storage and ad_storage denied): https://support.google.com/analytics/answer/9976101
- Google Analytics, Measurement Protocol reference (consent field): https://developers.google.com/analytics/devguides/collection/protocol/ga4/reference
- Shopify Help Center, Understanding customer privacy settings (Consent Mode v2, custom web pixel snippet, third-party banners): https://help.shopify.com/en/manual/privacy-and-security/privacy/consent
- Shopify Help Center, Configuring customer privacy settings (cookie banner, automated UK and EEA setup, same regions in third-party apps): https://help.shopify.com/en/manual/privacy-and-security/privacy/customer-privacy-settings/privacy-settings
- Shopify Help Center, Create a Google Tag Manager custom pixel (Consent Mode v2 example): https://help.shopify.com/en/manual/promoting-marketing/pixels/custom-pixels/gtm-tutorial
- Shopify.dev, Customer Privacy API (categories, yes / no / empty): https://shopify.dev/docs/api/customer-privacy
- Shopify.dev, Pixel Privacy (required settings, init.customerPrivacy, visitorConsentCollected): https://shopify.dev/docs/api/web-pixels-api/pixel-privacy
- Tikra help: Consent modes, Connect Google Analytics 4, Connect Google Ads, Reading an order's proof, Plans and billing, Check that Tikra works.