Websites, Web Design26 May 2024

10 Best Practices for Choosing a Web Design Firm

Writen by DBETA

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10 Best Practices for Choosing a Web Design Firm

In the face of tightening privacy regulations and the pressing importance of user consent, Google's 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) rolls out in March 2024. It’s crucial that businesses understand and implement this update if they want their digital marketing strategies to remain intact.

What is Google Consent Mode?

Google Consent Mode is a framework developed by Google to express users' cookie consent choices with tracking technology. It’s vital to measuring and optimising your digital channels as well as advertising campaigns, all while respecting user consent.

The first version came out in 2020, built specifically for EU data privacy laws (GDPR). The most recent iteration, however, is updated for compliance with fresh regulations like DMA. That being said, keep in mind that Google Consent Mode doesn’t manage user consent alone—You’re supposed to use it next to a Consent Management Platform (CMP) so that all of Google's technologies fall in line with users' choices.

How It Works

The mechanism behind Google Consent Mode involves four key tag settings—two original and two new to V2:

  • Analytics_storage: Seeks consent for analytics data use.
  • Ad_storage: enquires about consent for data use in advertising.
  • Ad_user_data (new): Asks if personal data can be used in advertising.
  • Ad_personalisation (new): Queries about data use for remarketing purposes.

User consent is communicated through the cookie banner, with the subsequent data handling by Google platforms dependent on the chosen implementation method—basic or advanced.

  • Basic Implementation: This method blocks all tags until the user grants consent for specific categories, ensuring no data is shared without consent.
  • Advanced Implementation: Removes trigger restrictions, allowing tags to fire and adjust based on consent levels. When consent is withheld, Google uses cookie pings to model non-consented visitor behaviour and estimate conversions.

The Impact of Not Activating Google Consent Mode V2

Sticking with the older version of Consent Mode (V1) will mean missing out on full functionality under the new parameters. Without activating Google Consent Mode at all, your access to crucial data for advertising platforms is cut off, hampering measurement, reporting, and optimisation of marketing campaigns.

We're Here to Help

The upgrade to Google Consent Mode V2 isn’t simply a good thing—it’s a must-have if you want your business to hone its marketing efforts and respect privacy laws. By having this widget, you’ll take a strong step toward building trust and creating great user experiences in a world that values privacy.

Don’t worry about making the transition alone—DBETA is here to help. With our expertise in digital commerce and marketing solutions, we can walk you through each step of implementing Google Consent Mode V2. That way, you can fine-tune your marketing strategies while staying compliant with the rules. To get started today, feel free to reach out to our team!

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