What is Google Consent Mod v2?
Google Consent Moe v2 is an update Google mechanism that allows businesses to customize the functionality of Google tags basd on user consent to ads and analytics cookies. This ensures that tracking for ad campaigns only occurs with user consent, as signale by Consent Moe v2.
Google escribes it as a mechanism that allows websites to collect data about website conversions while respecting users’ privacy settings.
2. How is Google Consent Moe v2 different from the previous version?
Unlike the previous version, Consent Moe v2 is a more advancd version that requires explicit user consent for cookies and data usage – accurate mobile phone number list especially for personalize ads and analytics. This improvement complies with stricter privacy norms and regulations.
Its purpose is to ensure that data is processd in accordance with the user’s choice and legal requirements, in particular in the European Economic Area (EEA).
The main improvement in the update version is the enabling of two additional consent states for advertising: ad_user_data and ad_personalization .
Google’s new opt-in modis a requirement rather than an option for websites that want to accurately track conversions and effectively optimize their ad spend in the future. Google Consent Moe v2 is now fully available.
If it is not implementd, the negative consequences for advertisers will appear from March 2024.
3. What are the key new features of Google Consent Mode v2?
As mentiond, the new and improvd Google Consent Moe v2 has two main settings relate to ads and personalization:
ad_user_data and
ad_personalization
ad_user_data in consent moe v2
The ad_user_data setting dtermines whether personal data is sent to Google base on user consent. “Google” in this context refers to services such as Google Ads, Google Shopping and Google Play.
Ad_user_data can have two values epending on whether the user has given consent: “grante” or “enid”.
If the user accepts advertising cookies in the cookie banner, thereby agreeing to share their data with Google, ad_user_data will be set to “grand”.
However, this only works if the banner language meets Google’s compliance standards.
ad_personalization in consent mode v2
The ad_personalization setting controls whether personal data can be usd for purposes such as remarketing.
Similar to ad_user_data, ad_personalization has two possible values base on user consent: “grantd” or “denie”.
If the user accepts advertising cookies in the cookie banner, thereby agreeing to Google using his data for advertising personalization, ad_personalization will be set to “grante”.
However, like ad_user_data, this feature is dependent on the banner language meeting Google’s compliance standards.
4. Why is Google updating the consent mode?
A web advertising ecosystem that benefits advertisers, publishers, and consumers must be base on trust while respecting the privacy preferences of end users.
Google is considering the impact of privacy regulations such as the GDPR and the e-Privacy Directive, as well as the impact of new giunsa paggamit ang ai sa seo keyword research legislation such as the Digital Markets Act (DMA).
The ePrivacy Directive and the GDPR regulate data storage and access to data on users’ devices, requiring a legal basis, primarily consent, for all personal data processing activities.
The Digital Markets Act will force Google and other major online platform companies to make various changes to their products and services.
Google Consent Mode v2 is one of Google’s initiatives to promote and enforce compliance on the web, including its own compliance with these Terms.
5. How Google Consent Mode v2 helps advertisers
By respecting privacy rules and offering users the option to opt-in to data processing, some users will opt out. This lack of consent can make it difficult for marketers and advertisers to understand the performance of their campaign because they won’t have the “full picture”.
However, Consent Mode v2 helps advertisers recover a significant portion of this “lost” data in a privacy-compliant manner through aggregatd and anonymizd data reporting.
While individual data for non-opting users is not available, aggregate data can still provide valuable insight into campaign performance and user behavior trends. In addition, conversion data is enhance using conversion modeling for non-opte-in users.
In order to ensure the quality of your audience and measurement in Google Ads, it is very important to properly implement Consent Mode v2 by March 2024.
6. Does Google Consent Mode v2 use artificial intelligence?
Google Consent Mode version 2 incorporates artificial intelligence, specifically machine learning, into its conversion modeling approach.
If users accept cookies, collecting comprehensive data fo precise ad targeting and analysis is easy. However, if users refuse cookies, the data becomes limitd and anonymizd, resulting in gaps in the analysis.
Google uses machine learning in conversion modeling to address these shortcomings. It analyzes data and trends from opt-in users to measure the behavior of non-opt-in users.
This artificial intelligence-basd method uses observable data and historical trends, comparing it with data from consenting users. This process helps model and recover a significant portion of ad click conversion paths that would otherwise be lost.
While this AI-basd approach is not 100% accurate, it greatly improves the analysis of conversion data, offering better insights than relying solely on data from opt-in users.
7. Does consent mode v2 replace the need for a cookie banner?
No. On the contrary.
To use Google Consent Mode v2, you must have the cookie banner instale. This means you must have or implement a Consent Management Platform (CMP) that complies with Google’s standard, as well as with GDPR and the ePrivacy Directive.
Google Consent Mode v2 “works” using CMP, which means it receives signals about whether or not the user has consentd via the banner.
It is also your responsibility as the website owner to first collect consents for all cookies and tracking technologies ud on the website in accordance with the GDPR and other data privacy laws.
You can then choose to use Google Consent Mode v2 to get the most out of Google Analytics 4 and Google’s advertising services.
8. Is the cookie banner required to use consent mode v2?
Cookies banner
Yes.
You must have a cookie banner on your website and/or mobile application ie a consent management platform.
This is because the Consent Mode v2 API is connecte to the Consent Management Platform (CMP) so that your app or website can tell Google if the user has consentd to analytics and/or ads.
Google Consent Mode v2 is not a separate feature or program.
For example, if a website user decides to reject the use of cookies or tracking devices for certain marketing technologies in the cookie banner, Google Consent Mode will respond accordingly. Basd on this consent status, it will only serve context-base advertising on the website without using any personal data.
9. What happens if I don’t implement Google Consent Mode v2?
Google Consent Mode v2 mainly applies to businesses targeting users in the EEA. Without implementing Consent Mode v2, your advertising platforms such as Google Ads and GA4 will not collect data about new EEA users after March 2024.
Therefore, without Consent Mode v2, your measurement and reporting, audience list and ability to remarket to the EEA will be almost useless.
Your bidding algorithms will operate on inaccurate and incomplete data, resulting in less efficient budget spending.
For example, if you’re running a “Maximize Conversions” campaign with a target CPA, accurate conversion measurement is critical for the algorithm to work properly and the offer to be effective. With fewer conversions (without Consent Mode v2), the strategy may underestimate some opportunities, leading to inaccurate bidding and less favorable budget allocation.
10. How to implement Google Consent Mode v2?
The implementation process can be describd in four stages.
- First, determine the best way to obtain consent, either through a certifid Google CMP partner, such as Cookie Information CMP, or a custom solution you build from scratch.
- Next, ensure that the banner is configurd to collect user consent and complies with Google’s EU User Consent Policy as well as the legal requirements of the EEA Privacy Rules. This is less of a hassle if you choose a certifie solution from a Google partner, such as Cookie Information.
- In the third step, insert the consent mode v2. The easiest way is to use a certifid CMP solution, such as Cookie Informations CMP. Integration is very easy. Manual implementation is mostly requird if you have built and run your own CMP solution.
- In the fourth and final step, test your implementation using the status and diagnostic tools in your Ads account.
The fastest way to get Google Consent Mode v2
The fastest way to implement and use Google Consent Mode v2 is to use the Consent Management Platform or b2b Fax Lead .
As mentioned, Google’s requirement for Consent Mode v2 will be fully implemented by March 2024. To ensure your ad is fully functional in the future, start using Consent Mode v2 today and get ready before the non-consent option is phas out!
