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Google Consent Mode v2 - What is it and why should you implement it?

Google Consent Mode v2 - what is it and why should you implement it? | Article
AUDIO VERSION: Google Consent Mode v2 - What is it and why should you implement it?
In a world where online privacy is becoming a currency as valuable as gold, global institutions are raising the bar by introducing complex regulations to protect our personal data. In the midst of this revolution, Google has released Consent Mode v2, a tool designed to protect the privacy of every web user even better than before.
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In this article, we will try to explain what Consent Mode v2 really is, its importance, functionality and most importantly, Why it is more than advisable to implement this technology on your site immediately. 

How to implement Consent Mode v2? Step-by-step video guide

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Consent Mode v2 is a Google update to comply with European privacy and consumer protection laws. It introduces two new parameters to the Google Consent Mode API: ad_user_data and ad_personalization, which allow for more detailed management of users' consents to the processing of their data for advertising and ad personalization purposes. This is intended to enhance user privacy and enable companies to better comply with regulations.

Companies using Google services to track online user behavior in the European Union (EU) or European Economic Area (EEA) must implement Google Consent Mode v2 through March 2024, to maintain access to ad personalization, remarketing and campaign performance measurement features. Failure to implement this tool could significantly affect the effectiveness of the company's advertising strategies, as data from new EU/EEA users will not be collected.

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Consent parameters: Consent Mode v2 introduces four main tag settings that sites can use to manage user consents. Two of these settings are new in the v2 version:

  • analytics_storage: Refers to consent to the use of data for analytical purposes.
  • ad_storage: Refers to consent to the storage of data for advertising purposes.
  • ad_user_data (news): Whether the user consents to the use of his/her personal information for advertising purposes.
  • ad_personalization (news): Whether the user agrees to personalize ads.

Response to consents: Based on these settings, Google tags can automatically adjust its operation in response to the consents given by the user. For example, if a user does not give consent to analytics_storage, Google Analytics tags will not collect data.

Two modes of implementation:

  • Basic: In this mode, all tags are blocked until the user gives consent. If the user rejects the cookies, no data is collected.
  • Advanced: Tags are loaded independently of consents, but adjust their operation according to the consents given. Even if a user does not give consent, it is possible to collect anonymous information without the use of cookies (so-called cookieless pings), which allows Google to model data and estimate conversions without violating users' privacy.

Data modeling and conversion estimation: Consent Mode v2 uses algorithms and data from users who have given consent to model the behavior and conversions of those who have not given consent. This provides estimates that are essential for effective advertising campaigns, while respecting users' privacy.

Implementation requirement: In order to use the full functionality of Google Consent Mode v2, sites need to implement the appropriate consent banner (through the consent management platform, CMP) and configure tags according to users' consent preferences.

The implementation of Google Consent Mode v2 is essential for companies wishing to comply with European privacy regulations, such as GDPR, the new Digital Markets Act or even our RODO, while minimizing the impact on the collection of data needed to optimize advertising campaigns and analyze website traffic.

Implementing Google Consent Mode v2 on your website requires several steps to ensure compliance with the latest privacy regulations and improve management of user submissions. 

  1. Choice of consent management platform (CMP): The first step is to choose and implement a consent management platform (CMP) on your site that is certified by Google and supports Consent Mode v2. CMP will allow users to give their consents to various types of cookies and tracking. A popular and effective platform we use is Cookieeyes (recommended as a free WordPress plugin).
  2. Configure Consent Mode in Google Tag Manager (GTM) or directly on the site.:
    • Using GTM: You can configure Consent Mode directly in Google Tag Manager by adding the appropriate Consent Mode configuration script to all pages where you want to manage consents.
    • Directly on: Alternatively, you can add the Consent Mode configuration script directly to your site's HTML code in the section .
  3. Configuration of Consent Mode parameters: Configure the appropriate parameters (e.g. analytics_storage, ad_storage, ad_user_data, ad_personalization) depending on the type of consents you want to collect and what user actions they affect.
  4. Choosing between advanced vs. basic implementation: Select the implementation mode (described in the previous section).
  5. Testing and debugging: Once you've configured Consent Mode, run tests to make sure all tags work according to your user consent settings. Use tools such as Google Tag Assistant to validate your implementation.
  6. Monitoring and updating: The world of data privacy regulations is constantly changing, so it is important to regularly monitor the effectiveness and compliance of your Consent Mode implementation and make any necessary updates.

Note that the exact steps may vary depending on the specifics of your website and the tools you use.

Google consent mode v2

The implementation of Google Consent Mode v2 is essential for several key reasons that relate to both legal and business aspects. First and foremost, it is a legal requirement in many jurisdictions, including the European Union and the European Economic Area, where privacy regulations such as the General Data Protection Regulation (GDPR) and the new Digital Markets Act impose strict requirements on the collection and processing of users' personal data. The implementation of Google Consent Mode v2 helps meet these requirements by ensuring that data is collected and processed in accordance with users' expressed consents.

Consent Mode v2 is essential for any company operating in the online space, especially when implementing advertising campaigns. The tool allows companies to collect and use data in a compliant manner, which is fundamental when it comes to tailoring ads to users' individual needs and preferences without violating their privacy.

Implementation of this tool is practically mandatory for advertising activities requiring precise targeting and remarketing. Effective remarketing, i.e. re-targeting users who have already encountered a brand or product, increases the likelihood of conversions, as the ad reaches people already interested in the offer. Analyzing site traffic, understanding how users interact with the site and what interests them, allows for more informed and effective planning of advertising campaigns.

Google Consent Mode v2 enables companies to conduct these activities in a way that is transparent to the user and compliant with applicable laws. The tool allows data modeling and conversion estimation with minimal access to personal information, which is not only legal, but also builds user trust in the brand.

Implementing Google Consent Mode v2 is essential to ensure compliance with data protection regulations, optimize marketing efforts, and build trust and transparency with users. Companies that ignore these requirements may face legal repercussions, loss of customer trust, and a deterioration in the effectiveness of their advertising efforts.

Don't be surprised by the new regulations! Use the contact form and see how we can help you implement Google Consent Mode v2 on your site.

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