Glossary: Consent & Conversion Measurement
Short definitions of the terms used throughout ConsentCheck reports and documentation. These are written for practitioners - marketers, analysts, and developers - who need clear language, not jargon.
Consent Mode v2
Google's framework for adjusting how tags behave based on user consent. It lets you start in a "denied" state and then update consent when users accept or reject cookies. When implemented correctly, it can allow Google to model some conversions even when full consent is not given.
See also: How to check Consent Mode v2.
ad_storage vs analytics_storage
Two Consent Mode fields that control different purposes:
ad_storage– controls access to advertising cookies and signals used for Google Ads (conversions, remarketing, etc.).analytics_storage– controls access to analytics cookies and signals used for tools like GA4.
In most Consent Mode v2 setups, both are set to "denied" by default and updated to "granted" when users accept.
Modeled Conversions
Conversions that Google estimates using statistical models when it cannot observe every event directly (for example, when some users do not consent to full tracking). Consent Mode v2 is one of the signals Google uses to decide when and how to model conversions.
When Consent Mode v2 is missing or misconfigured, modeled conversions can be suppressed, making conversion numbers in Google Ads appear lower than reality.
Measurement Protocol
An HTTP API that lets you send analytics and conversion events directly from your server (or other back‑ends) to Google Analytics or Google Ads, instead of relying only on browser tags.
Server‑side GTM setups often use Measurement Protocol. ConsentCheck can detect related endpoints, but it does not fully audit your Measurement Protocol implementation.
IAB TCF & __tcfapi
The Transparency & Consent Framework (TCF) from IAB Europe is a standardized way for CMPs, vendors, and publishers to communicate consent and legitimate interest choices. The browser‑side API is usually exposed as __tcfapi.
ConsentCheck can read some TCF context when present, but TCF data is treated as informational - we primarily judge behavior based on what actually happens (cookies and requests), not just on declared consent.
Tracking Before Consent
Any tracking request (e.g. GA4, Google Ads, Meta Pixel) that is sent before the user has had a chance to accept or reject consent. This is one of the strongest signals that something is wrong with consent implementation.
See also: Tracking before consent.
Server‑Side Tracking
Any setup where tracking and conversions are sent from a server (e.g. via server‑side GTM or Measurement Protocol) instead of only from the browser. Often used to improve performance and privacy.
ConsentCheck can detect hints of server‑side tracking and adjust its verdict logic, but it does not replace a full server‑side audit.