Privacy Changes with Google Consent Mode V2

Privacy rules are tightening, and user consent is crucial.

Google is here to save the day with an update: Google Consent Mode V2.

They couldn’t have done it at a better time, either—the new Digital Markets Act (DMA) will be implemented in March 2024.

Businesses must understand and make this update. They need it for their digital marketing strategies to remain intact.

What is Google Consent Mode?

Google Consent Mode is a framework developed by Google. It displays users’ cookie consent choices with tracking.

You must measure and improve your digital channels and ads. This is crucial. And you must do it while respecting user consent.

The developers released the first version in 2020. They built it for EU data privacy laws (General Data Protection Regulation). The team recently updated the most recent iteration to follow new regulations.

These regulations include the Digital Markets Act. That being said, Google Consent Mode does not handle user consent independently. You need to use a Consent Management Platform (CMP) to follow the rules. This makes all of Google’s technologies follow users’ choices.

How It Works

The mechanism behind Google Consent Mode has four key tag settings: two are original and two are new to V2.

• Analytics_storage: Seeks consent for the use of analytics data.
• Ad_storage enquires about consent for data use in advertising.
• Ad_user_data (new) asks whether advertisers can use personal data for advertising purposes.
• Ad_personalisation (new): Queries about data use for remarketing purposes.

Users show consent through the cookie banner. Google’s handling of the data then depends on the chosen method, either basic or advanced.

• This method blocks all tags until the user grants consent for specific categories. It ensures that consent is required to share any data.
• Advanced Implementation removes trigger restrictions. It allows tags to fire and adjust based on consent levels. When consent is withheld, Google uses cookie pings for non-consented visitors. They use them to model visitor behavior and estimate conversions.

The Impact of Not Activating Google Consent Mode V2

Under the new rules, sticking with Consent Mode (V1) will mean missing out on its full features. You lose access to crucial ad platform data without using Google Consent Mode. These hampers are measuring, reporting, and improving marketing campaigns.

We are here to help.

The upgrade to Google Consent Mode V2 is vital. It’s not good; it’s a must-have. It lets your business focus on marketing and obeys privacy laws. Having this widget will be a big step forward. It will help you build trust and create great user experiences. This is crucial in a world that values privacy.

Don’t worry about making the transition alone—DBETA is here to help. We are experts in digital commerce and marketing. We can guide you through each step of using Google Consent Mode V2.

That way, you can adjust your marketing strategies. You can do this while following the rules. To get started today, feel free to reach out to our team!