Why do you need to implement Google Consent Mode v2 on your website?

Introduction

Following the entry into force of the European Parliament and Council Regulation (EC) No. 1099/2013, the Digital Markets Act (DMA), large online platforms (referred to in EU law as "gatekeepers") will have to change their approach to collecting and processing user data. Changes will also be imposed on website and online store owners who use tools provided by gatekeepers. This means the need to introduce mandatory changes and may have unpleasant consequences for people who do not adapt their website to the new requirements.

In this article, we'll take a look at Google's consent management mechanism, Google Consent Mode v2. We'll also explain why you need to implement it on your website or online store to ensure you don't lose access to Google's marketing tools.

What is Google Consent Mode v2?

Google Consent Mode v2 is an extension of Google's Consent Mode, which allows users to communicate their current consent status on a given website. This allows other Google tools, such as Google Ads, to process data based on consent granted (or not).

Google Consent Mode v2 introduces two additional consent parameters: ad_user_data, which controls whether user data can be sent to Google for advertising purposes and ad_personalization regarding the inclusion of personalized advertising.

Consent itself is provided, as before, via a cookie banner. However, there are differences in the type of data transferred to Google depending on which of the two available methodologies is chosen.

What are the types of Consent Mode v2?

Google has introduced two versions of Consent Mode v2: Basic and Advanced. Both address what happens to user data if consent is not granted. In the Basic version, a lack of consent blocks data transfer to Google, including notification of the refusal. In other words, Google tags do not fire the tags responsible for collecting and transmitting data to the platform. In the Advanced version, Google tags load before the consent banner is displayed.

If you refuse to process your data, Google tags will not collect data for analytical and advertising purposes. The platform also disables personalized ads. However, so-called "cookieless pings" are sent, containing information that makes it difficult to locate an individual user. If you consent, the Advanced version allows you to measure and analyze conversions, which influences the selection of your marketing strategy.

Basic vs. Advanced – what data can we use in marketing campaigns?

Choosing between Basic and Advanced Consent Mode v2 can impact the effectiveness of your advertising campaign. It's no surprise that users who don't consent often convert less well. In Basic Consent Mode, Google tags are blocked until the user consents. This reduces the pool of data about visitors who haven't consented. In this version, Google also stops sending cookieless pings that collect basic information about opted-out users. This makes conversion modeling more difficult, as we must rely on Google's general model.

The Advanced version offers the ability to send "cookieless pings," which allows for conversion modeling in Google Analytics and Google Ads. As a website or online store owner, you can check the actual conversion rate from both consenting and non-consenting users.

Why is Google Consent Mode necessary?

Implementing Google Consent Mode v2 is necessary if you want to continue using Google marketing services from March 2024. Even the Basic version offers your website or store greater benefits than not implementing the Google mechanism. Your website or store will still be able to use the general conversion model. With Advanced Consent Mode, the benefits are even greater due to access to more data, which translates into better campaign optimization and more precise reporting on results. Failure to implement any version of Google Consent Mode will result in blocking remarketing and conversion tracking.

Is this the end of changes?

Probably not, as the ubiquity of cookie banners has accustomed users to providing unwitting consent to data processing. There's also a noticeable trend of increasing importance placed on collecting user data in a way that doesn't violate constantly evolving standards in this field. However, until the method of collecting consent itself changes, consent management systems will continue to grow in importance and require regular updates by website and online store owners.