GOOGLE CONSENT MODE V2: An important change in data collection on websites

The information presented in the article is relevant for all website owners using Google advertising platforms (such as Google Ads, GA4, etc.) and seeking to ensure the legal processing of user data and compliance with the new regulations.

The digital world is changing rapidly, especially when it comes to privacy legislation and data processing. An important innovation that all online businesses should be aware of is Google Consent Mode V2. This is an updated and supplemented version of the original consent mode with cookies (Google Consent Mode), which from March 1, 2024 becomes mandatory for all websites using Google products.

Google Consent Mode is a Google technology that helps websites comply with local privacy laws such as the EU General Data Protection Regulation (GDPR) and ensure transparent and responsible data collection practices online. This is a tool that allows websites to regulate how Google services (such as Google Analytics and Google Ads) process user data based on their cookie consent options.

How does Google Consent Mode work?
• User consent: when the user visits the website for the first time, a request is made (usually through the cookie bar) to allow the use of cookies or other tracking technologies.
• Processing: depending on the user’s choice, the website sends a signal to Google services about the state of consent. For example whether the user has agreed to the use of advertising cookies or analytics cookies.
• Customization based on user choices: If a user does not agree to the use of advertising cookies, Google Ads will not allow personalized ads to be shown to that user. Also, if there is no consent for analytics cookies, Google Analytics loses its full ability to collect user data.
• Conversion modeling: is one of the most important capabilities of Consent Mode. Even if users opt out of certain data collection methods, Google can still help measure conversions and other metrics.

Google Consent Mode V2
The new V2 version introduces more choices for users regarding data privacy, including options for data collection and advertising personalization:
• Legal compliance: The updated version ensures that your website complies with European privacy legislation;
• Modeling conversions: if someone does not agree to cookies, Consent Mode V2 still helps measure conversions;
• V2 new features: added two additional consent parameters that allow users to specifically consent to sending data to Google for advertising purposes: ad_user_data and ad_personalization.

What happens if you don’t update?
1. It is very important for businesses to update the consent mode to V2 in order to fully comply with European privacy legislation.
2. If by March 1,2024 you have not installed the updated version, information about the visits of citizens of the European Economic Community (EEA) to your website will not be collected and used on the Google Ads and GA4 platforms, which may have negative consequences for the effectiveness of advertising and the implementation of strategies. You may lose insight into how your ads are performing and find it harder to build new audiences in Europe and the UK. Based on inaccurate or incomplete data, ad bidding algorithms will not work properly = bad campaign results = inefficient advertising budget.

Installing V2
By performing this technical update, you as a business will collect user data online in an even more transparent and responsible manner, which instills trust among website visitors. Your operations will meet modern data protection requirements, which is important not only from a business perspective, but also from a consumer perspective. After all, this should be the vision of every business: users share data safely and openly, and the business protects and manages it honestly.

Installing V2 mode may require some technical knowledge, but it is a necessary step to maintain compliance.
1. Check if you have EU or UK visitors to your website.
2. Make sure you have a good cookie consent management platform (CMP). Google recommends using a certified CMP.
3. Set ad_personalization and ad_user_data parameters.
4. Create a new tag “Consent Mode” in GTM.
5. Check that everything is working properly.

In conclusion, Google Consent Mode V2 marks an important shift towards more transparent and responsible data collection practices online. By embracing these changes and updating their websites accordingly, businesses not only comply with regulations, but also build trust with their audience and ensure the continued success of their online marketing strategies.
Implementing this updated technology can be a daunting challenge, but you can leave it to us. For installing Google Consent Mode V2 on your website, write to us by e-mail: