What Are ad_storage, analytics_storage, ad_user_data, And ad_personalization?

Google Consent Mode uses signals to describe what a visitor has allowed. The names can look technical, but the idea is straightforward: each signal tells Google whether a certain type of use is granted or denied.

analytics_storage

This is usually connected to analytics cookies. If analytics is granted, tools such as GA4 can use storage for measurement. If it is denied, analytics behavior should be limited according to Google's consent behavior.

ad_storage

This is connected to advertising storage, such as cookies used for ad measurement or remarketing. If a visitor rejects marketing cookies, this signal is usually denied.

ad_user_data

This signal is about whether user data can be sent to Google for advertising purposes. It is one of the important Consent Mode v2 signals and should match the visitor's advertising choice.

ad_personalization

This tells Google whether the visitor has allowed personalized advertising. If the visitor rejects marketing or personalization, this should normally be denied.

Other useful signals

You may also see signals such as functionality_storage, personalization_storage, and security_storage. These can help describe site functionality, preferences, and security-related storage.

How this connects to your banner

Your visitor should not need to understand signal names. They should see normal categories such as necessary, analytics, marketing, and personalization. Your CMP maps those human choices to the Google signals in the background.

CleanCMP maps categories to Consent Mode v2

Create visitor-friendly categories in the banner while CleanCMP handles the Google signal mapping for GTM and direct installs.

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