The changes to Google Consent Mode are already a fact. Now is not the time for unnecessary discussions for and against the changes. First and foremost, you need to ensure that you can fully utilize Google tools and properly collect data. Google Consent Mode v2 is a response to the requirements of the Digital Markets Act from March 2024. The biggest change from the last version of Consent Mode is that it is mandatory for all websites using Google Marketing or Analytics Platforms.
What is Google Consent Mode?
Google Consent Mode is a mechanism introduced by Google that allows managing user consent for the use of their data (cookies) in the context of Google services, such as Google Analytics or Google Ads. This mechanism was introduced in response to changes in data protection laws, such as GDPR, which impose greater responsibility on companies for protecting user privacy.
New Dimension of Google Consent Mode
In March 2024, a new chapter for “cookies” began – we are now obliged to use the updated version of Google Consent Mode (entities operating based on collecting user data). What changes? Google Consent Mode v2 is mainly based on obtaining explicit user consent for collecting specific cookie information. Previously, this was optional. The introduction of this version is required for any website that wants to collect data about its visitors.
Consent Mode v2 introduces two separate consents primarily:
ad_user_data – consent to provide Google with user data for advertising purposes,
ad_personalization – consent to use user data for ad personalization, such as remarketing.
Google Consent Mode v2 also has two levels: basic and advanced. In the case of the basic level, until the user gives consent to data collection, you won’t receive any information from them. By implementing the advanced model, you can continue collecting data without consent, but it’s only generic data (such as country or type of conversion), which doesn’t include personal data.
It’s also important to ensure that you are using a certified Consent Management Platform (CMP). Check if you are using a platform that has been granted “CMP Partner” status by Google – if not, make sure to do so. This is where you can update your Consent Mode to the latest version.
Why does Google require a new version of Consent Mode?
There has been ongoing discussion for some time about how cookies are used and informing users about it, mainly focusing on legal aspects. Storing user data from the European Union by tools such as Google Ads or Google Analytics has been problematic.
What if you don’t implement Consent Mode by March 6, 2024? What are the penalties?
Failing to implement Consent Mode by the set deadline can have serious consequences for your company and website. If you ignore this requirement, among other things:
🚩 You will lose the ability to advertise on Google ADS.
If your website fails to comply with the new requirements of Consent Mode, Google may limit or completely block your advertising capabilities. This means you won’t be able to launch new advertising campaigns or optimize existing ones. This will directly impact your brand visibility, ability to reach new customers, and overall marketing effectiveness.
🚩 You won’t be able to conduct analytics in Google Analytics
Without properly implemented Consent Mode, the collection and processing of user data by Google Analytics may be significantly restricted due to lack of required consents. This, in turn, means you won’t have access to complete analytical data necessary to understand user behavior on your site and make informed business decisions. Lack of user and behavior data may lead to improper marketing and business decisions, negatively impacting your results and ROI.
🚩 You will violate data protection regulations
Failure to comply with the new requirements may be considered a violation of GDPR and other local data protection regulations.
Implement Consent Mode v2 meeting Google requirements and TCF IAB certification
Implementing Google Consent Mode v2 may seem complicated, but it’s a matter that should be treated as a priority. Although some users may not notice the change, it is a significant element. It’s worth seeking more detailed advice from experts who deal with advertising activities.
Remember to only use solutions that meet Google’s requirements and have certification from the international organization IAB.
Here are some practical tips:
📢Use a GDPR plugin certified by Google.
📢Design a cookie consent modal certified by TCF IAB
📢Understand the IAB’s Global Vendor List.
Resources:
https://support.google.com/analytics/answer/9976101?hl=en
https://developers.google.com/tag-platform/security/concepts/consent-mode
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