Why should you implement Google Consent Mode V2?
As announced in late November 2023, Google Consent Mode V2 is the newest version of Consent Mode made by Google. Why is Google Consent Mode V2 important?
If you want to continue using Google services like Google Ads, you should have implemented Google Consent Mode V2 by March 2024.
What is Consent Mode?
As Google states, “Consent Mode lets you communicate your users’ cookie or app identifier consent status to Google. It receives the users’ consent choices from the cookie banner or widget and dynamically adapts the behavior of Analytics, Ads, and third-party tags that create or read cookies.” Through Consent Mode, Google adjusts how it collects users’ data depending on their consent preferences. When users visit a site and opt-in, Google Consent Mode lets Google Ads and Google Analytics collect their data. If users opt-out, Consent Mode lets them collect only anonymized data.
Google Consent Mode V2
Google Consent Mode V2 is Google’s latest version of Consent Mode. It is an enhancement of the previous version but includes more features. The main change in the new version is the addition of two new permissions: ad_personalization and ad_user_data. These permissions offer users more control over their data by ensuring that Google will have access only to the data explicitly allowed by the users. This version should have been implemented by March 2024.
Why you need it
If you own a website or app or create Google Ads, Google Consent Mode V2 is essential. Implementing this new and updated version is the only way to continue creating Remarketing campaigns. With this update, users who live inside the European Economic Area (EEA) need to consent for Google Analytics to use their data. This step aligns with privacy regulations, such as GDPR, by ensuring that Google complies with these regulations and that users’ rights are protected.
How to implement it
How you should proceed regarding Google Consent Mode V2 varies depending on your case. To comply with privacy regulations and enhance advertising capabilities, it’s important to manage user consent effectively when using Google’s advertising technologies. Here’s what you need to know based on your current setup:
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Using Consent Mode with no Personalized Advertising:
– If you already use consent mode and do not engage in personalized advertising like remarketing, no further action is required.
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Using Consent Mode with Personalized Advertising:
– If you are using a Google-certified consent management platform (CMP), the CMP provider will automatically update your system to the newest version of consent mode. Ensure you’re using the latest update by coordinating with your provider.
– If you maintain your own consent banner, you should implement the updated version, consent mode v2.
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Having a Consent Banner Without Consent Mode:
– Enable consent mode in your banner settings if you’re using a Google-certified CMP.
– Be aware that preventing Google tags from loading until users interact with the banner may result in data loss since Google can’t verify user consent.
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No Consent Banner and Not Using Consent Mode:
– Learn about the importance of managing user consent.
– Upgrade legacy tags to gtag.js or Google Tag Manager.
– Set up a consent banner, preferably from a Google-certified partner, and enable consent mode.
These steps help ensure that your website is compliant with privacy laws and can fully leverage Google’s advertising capabilities by effectively managing user consent.
In conclusion
The introduction of Google Consent Mode V2 is a significant advancement in digital privacy and advertising. Google prioritizes user rights and transparency by enhancing user control over data and aligning with regulations like GDPR. Adopting the latest version is crucial for businesses to continue tracking users’ consent choices and for Google Ads to continue working correctly and efficiently.