Consent Mode v2 and a Cookieless Future: Measurement Under KVKK

⏱️ Reading time: 9 min · 📁 Category: KVKK & Data Analytics

3️⃣ Consent Mode v2 and a Cookieless Future: How to Measure in Compliance with the KVKK

Digital marketing is undergoing a major transformation as third-party cookies come to an end and data privacy regulations become stricter.
Google’s **Consent Mode v2 update** requires brands to strike a new balance between privacy compliance and measurement capabilities.

But in this transformation, the most critical question is:
How can we maintain data collection in accordance with the KVKK?

🍪 Cookies Are Ending: Will Measurement End Too?

As Google Chrome removes third-party cookies, the behavioural data that is a major resource for marketing teams is becoming more limited.

• 🔥 Remarketing lists are shrinking,
• 📉 Conversion measurements are incomplete,
• 🔍 Fewer signals are available for campaign optimisation.

This is where **Consent Mode v2** acts as a critical bridge to “cookieless measurement”.

💡 Expert View:
Consent Mode is not just a Google Analytics setting.
When correctly configured, it provides a KVKK-compliant **measurement architecture** and minimises signal loss for marketing teams.
B10 Digital implements this model using a Privacy-by-Design approach, ensuring both legal compliance and performance. 🔐 Why Was Consent Mode v2 Introduced?

During 2024–2025, Google redefined Consent Mode to align with EU and international regulators.

New requirement:
For Google Ads and GA4 data processing, the user’s consent signal is now triggered through a mandatory baseline mechanism.

• 📘 ad_storage: consent to advertising cookies
• 📙 analytics_storage: consent to measurement cookies
• 📗 ad_user_data: Google’s processing of user data
• 📕 ad_personalization: permission for personalised advertising

That is, brands can no longer simply display "cookie banners";
All of these consents must be collected in a clear, informed and demonstrable manner.

⚙️ How Does Consent Mode v2 Work?

Consent Mode generates two data streams:

• 1️⃣ Consent Granted → If the user permits cookies, all tags work normally.
• 2️⃣ Consent Denied → No cookie is set; instead, the system estimates the missing data through modelling.

This second flow plays a critical role, especially in KVKK compliance.

📌 Why Is Consent Mode Critical Under the KVKK?

The KVKK defines explicit consent as follows:

“Consent concerning a specific subject, based on information and expressed of one’s own free will.”

Therefore:

• ❗ Cookies cannot be placed without the user's permission,
• ❗ Data must not be collected in the background without permission,
• ❗ Accept and reject options must be equally visible,
• ❗ It must be possible to retain the consent record.

The CounterShield™ Privacy and B10 LegalSync™ infrastructures provide secure consent management by technically meeting KVKK requirements.

🛠️ How Do You Set Up KVKK-Compliant Measurement?

• 1️⃣ Configure Tag Manager + Consent Mode v2
  Configure tags to fire according to the consent signal.
• 2️⃣ Integrate a CMP (Consent Management Platform)
  Consent records are stored in a way compatible with systems such as CookieYes, Usercentrics, Cookiebot and iubenda.
• 3️⃣ Modeling is activated for users who refuse consent
  This minimises conversion loss.
• 4️⃣ KVKK privacy notice + cookie policy updated
• 5️⃣ DPA / DPIA (Data Protection Impact Analysis)
• 6️⃣ Audit data flows with B10 Digital’s Privacy Dashboard

Result: Advertising performance is maintained and legal compliance is achieved.

📊 Consent Mode v2 KPIs

• Consent Rate: The percentage of users consenting to cookies
• Modelled Conversions: Estimated contribution from conversions
• Lost Signals Recovery: Percentage of data recovered
• Compliance Score: Level of KVKK compliance

Conclusion:
Preparing for a cookieless future means more than keeping up with Google updates; it requires a data architecture that manages
law + technology + analytics together.
B10 Digital’s KVKK-compliant Consent Mode v2 configuration offers brands both legal assurance and a performance advantage.

Consent Mode v2 Consulting