Consent Mode V2

Autor Martin Sikora Martin Sikora

Consent Mode is just one option how to deal with GDPR, cookies and privacy rules. Who is affected, to what extent do you need to address it and why is it a good idea to implement it?

What is Google Consent Mode V2?

Starting in March 2024, Google will introduce a significant advancement in data collection practices: Consent Mode Version 2. This new mode, essential for utilizing Google services, will impact users of Google Analytics and Google Ads. Awareness and adaptation to these changes are crucial.

Consent Mode V2 is Google’s initiative to align websites with international data protection standards, especially within the European Economic Area (EEA). It enables businesses to tailor the functionality of Google tags on their websites according to user consent, focusing on advertising and analytics cookies.

How Does This Impact You?

Non-compliance with Consent Mode V2 can lead to difficulties in correctly attributing conversions to its sources and capturing remarketing audiences. Future consequences might even include the suspension of Google Ads accounts. For EU-based companies, adherence is mandatory to ensure lawful digital marketing operations.

How is This Relevant to Your Business?

If you want more precise measurement of conversions, the transmission of data for remarketing, and the enrichment of your data with identifying cookie information for the future, you should pay attention to this update. A well-configured cookie bar is also vital for legal compliance.

Key features:

  1. Mandatory explicit user consent for the use of cookies and data, crucial for personalized advertising and analytics.
  2. Enhanced alignment with data protection regulations.
  3. Specific settings for ad_user_data & ad_personalisation, managing personal data use for advertising and personalization according to user consent.

Setting up the Cookie Bar

Two additional options have to be integrated into the cookie bar:

  1. Consent for transmitting user data for advertising (user_id, transaction_id, etc.).
  2. Consent for personalized advertising based on personal data.

In cases of denied consent, Google Ads and GA4 tags will operate (with anonymized hits) but must exclude the transmission of personal user data. This requires two very similar tags, which are triggered depending on consent (yes/no). In the event of denied consent, a tag that does not contain any user data, transaction ID, or related information, is triggered.

End of Third-Party Cookies Support in Autumn 2024:

The phase-out of third-party cookies support will commence in autumn 2024. Personal data will become the sole identifiers for conversion measurement and targeting, which may affect campaign performance and remarketing accuracy. The performance of your campaigns will likely decrease and the overall accuracy of remarketing targeting will be compromised.

Businesses should strategize ways to encourage user registration on their websites or opt-in, as future advertising will heavily rely on user consent.

Our Support Services

We offer comprehensive technical implementation of these changes. Our services encompass system configuration and integration with consent management platforms, ensuring your online presence remains compliant with evolving laws and marketing standards. Let us facilitate your smooth transition and enhance the efficacy of your digital marketing strategies.

This shift promises continued effective measurement across Google platforms, preserving the integrity of your enriched data.

If needed, we will be happy to be contacted and our specialists will help you with the implementation.

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