Google Consent Mode V2 – Explore New Changes & its Business Impacts

April 25, 2024
Google Consent Mode V2

The tech giant Google has introduced a significant update to the cookie consent process. The new version, Google Consent Mode v2, was launched on March 6th, 2024, following the Digital Market Act (DMA) regulatory compliance.

The update comes with major amendments to the tag behavior, which means that websites that deter sending consent flags while using Google Analytics will see a decline in tracking through Google Analytics 4.

This blog details the Cookie Consent V2 update and discusses what you need to do to ensure smooth and accurate Google Analytics tracking.

What is Google Consent Mode?

Google Consent Mode is a vital tool to bridge the gap between data privacy and data-driven digital ads. Its primary role is to fine-tune the Google services collecting the user’s data. The two main scenarios are:

  • When a Visitor Opts In: The Google Consent Mode commands the advertising services or Google Analytics to collect complete visitor data.
  • When a Visitor Opts Out: The Google Consent Mode commands the advertising services or Google Analytics to capture only anonymous data and avoid collecting personally identifiable information.

The infographic below provides insights into Google Consent Mode Works.

Google cookie consent v2


What is Google Consent Mode V2?

In simple words, Google Consent Mode V2 is an update of the earlier version, Google Consent Mode V1. This update enhances privacy regulations by aligning data privacy regulations according to user preferences.

The tool ensures streamlined communication between users’ cookie consent preferences and Google tags. The latest cookie consent V2 deploys mandatory compliance for websites using Google services. This leads to enhanced user privacy and adherence to the regulatory compliances of consent-based data insights.This update introduces two new variables to the gdpr cookie consent: ad_user_data and ad_personalization.

Let’s understand the role of these two variables:

  • ad_user_data: Based on the available user content (yes/no), this variable determines whether to share personal data with Google via various Google services.
  • ad_personalization: Based on the available user content (yes/no), this variable determines whether to use the shared personal data for remarketing purposes.

Main Features of Google Consent Mode V2

Introduced New Parameters: With the new Cookie consent V2, there are now four consent states, namely:

  • analytics_storage – It stores data for the purpose of analytics
  • ad_storage – It stores the user data that are related to ads
  • ad_user_data – This flag is responsible for transmitting advertising-related user data to Google Ads, as per the user’s consent.
  • Ad_personalization—This flag is responsible for transmitting advertising-related user data for personalized Ads, as per the user’s consent.

NOTE: These four variables will define the behavior of Analytics and Google Ads Conversion Tags fire. So, websites that do not give consent will no longer allow advertisers to track data for users in the UK, EEA, and the US.

Greater User Privacy: End users get refined control over their data, meaning personal data can be shared with Google services only with explicit user consent.

Mandates Implementation of Regulatory Compliances: The update is a vital step towards complying with digital advertising as well as data privacy regulations, especially in the European Economic Area (EEA).

How is Google Consent Mode V2 different from Google Consent Mode V1?

The primary difference between Google Consent Mode V1 & V2 is the introduction of two new additional signals for visitor consent: ad_user_data and ad_personalization.

Moreover, if you continue with Consent Mode v1 or avoid implementing Consent Mode at all, Google will be well aware of it.

Hence, Google has made Cookie consent V2 a primary requirement. This means website owners who are also digital marketers must acquire consent for their respective website visitors and users and forward those signals to Google.

Who Needs to Enable Google Consent Mode v2?

Any organization using Google Ads or GA4 must implement the Cookie consent V2. Failing to do this will violate the DMA and data privacy regulations, particularly in the European Economic Area (EEA).

As of March 2024, Google services must signal that they have acquired users’ consent prior to serving ads with personalization functionality.

The Consent Mode supports the following Google services:

  • Google Analytics
  • Google Ads (Google Ads Conversion Tracking & Remarketing)
  • Google Tag Manager
  • gtag
  • Floodlight
  • Conversion linker

What Implementing Options are Available for Website Merchants?

Website owners have two standard options for implementing consent mode:

Basic Consent Mode Implementation

In this method, when the user grants consent, the website runs as usual and simultaneously activates all the vital tags for data collection. However, the data collection process is halted if the consent status is negative. Implementing a CMP platform will ensure proper configuration of disabling Google Analytics 4 tags when the cookies are not permitted.

Advanced Consent Mode Implementation

In this approach, the Google Tags load prior to the visual appearance of the consent banner. So, the consent banner captures and communicates the user consent to the Google tags, which further adjusts their behavior accordingly.

  • If the user consents are positive, the tags behave as usual, and if the user converts, the same is measured and reported.
  • When the user consents are negative, the tags modify their behavior accordingly. Further, ad_user_data does not transmit data to Google for ad purposes, and ad_personalization also disables personalized advertising.
Our highly skilled experts will help you through cookie consent V2 implementation.

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What Do You Need to Do for Upgrading to Cookie Consent V2?

Google has provided Advanced Consent Mode for a seamless transition to Google Consent Mode V2. Using it, you can get analytics, tags, and tracking and ensure smooth cookie management for Google Consent Mode V2.

This helps website owners get their hands on the necessary consent for transmitting data while ensuring anonymity. Migrating to a compliant consent management platform is highly recommended for a smooth transition. Such a platform can also help Google Tags to get tuned to become more compliant.

There are multiple such consent management platforms, and the one we recommend is Cookiebot, which can preserve all Google Analytics and Google Ads tags when the consent rollouts take place.

How We Can Help You?

If you have not implemented Google Consent Mode V2, it’s high time you implemented it. The JS Panther team of experts is well-versed in implementing this update and can help you with a hassle-free process.

Based on your precise requirements, we can also perform necessary website optimization to ensure a high ROI on your ad campaigns.
Connect with our team for a guilt-free quote.

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