Google Consent Mode v2

Google Consent Mode v2 and Its Impact on Your Ads

In the fast-paced world of digital marketing, the only constant is change. And Google just dropped a big one: Google Consent Mode v2. Introduced last November, this update shakes things up for digital marketers, especially those running ads in Europe. Let’s break down Google Consent Mode v2 and why it matters to online advertisers.

What is Google Consent Mode v2?

Google Consent Mode v2 represents a more sophisticated approach to user privacy. It ensures that tracking for advertising campaigns only happens with user consent by allowing businesses to adjust the functionality of Google tags. It's Google's way of keeping up with privacy rules like the General Data Protection Regulation (GDPR), ePrivacy Directive (ePD), and the Digital Markets Act (DMA), while still letting businesses collect important data for ads and website stats.

Basic vs. Advanced Consent Mode

Google offers two options within Consent Mode v2: Basic and Advanced. While Basic Consent Mode demands explicit user consent for cookies and data usage, Advanced Consent Mode is technically Consent Mode as we’ve known it—letting marketers collect data from users regardless of consent.

With Basic Consent Mode, your website will behave normally if a user consents to cookies, firing all tags and collecting full data. However, no data will be collected without user consent, and cookieless pings won't be sent.

Advanced Consent Mode is more nuanced: it allows your website to send anonymous, cookieless pings to Google for modeling purposes, even when users don’t consent to cookies. This lets you recover some level of data for Google Ads and GA4, even without user consent.

Implications for Marketers

For advertisers utilizing Google Ads for remarketing and auto-bidding (especially those catering to European audiences), compliance with Google Consent Mode v2 is compulsory. The deadline set by Google for mandatory implementation is March 2024. Failure to implement Consent Mode v2 will significantly impact your advertising strategies and effectiveness, so it’s important to take action.

Implementation Guidelines

To integrate Google Consent Mode v2 effectively, your website must deploy a compliant cookie banner and use a consent management platform (CMP) that meets Google's standards as well as regulatory requirements such as the GDPR and the ePrivacy directive.

Always remember that as a website owner, you’re responsible for first collecting consents for all cookies and tracking technologies in use on your site.

Act Now

Google Consent Mode v2 is a big deal for marketers. It's all about respecting user privacy while still getting the data you need to run effective ads. With the March 2024 deadline approaching, now’s the time to act. Implement Google Consent Mode v2 as soon as possible to ensure that your website plays by the rules.

Need Help With Consent Mode v2 Implementation?

Keeping your website in compliance can be tricky. But you don’t have to do it alone. Rhythm works with many brands to ensure their websites balance user privacy choices with the need to gather essential data for conversions and analytics. Ready to join them? Let’s talk!