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Google Consent Mode v2: Everything you need to know

As the year drew to a close, Google made a significant announcement: Consent Mode v2 would be mandatory by March 6th, 2024. This requirement impacted not only European website owners but also extended to businesses in the UK. It was clear – compliance was essential, especially for users of Google’s key tools like Google Ads and Google Analytics. This is a fantastic development, and it’s clear that there is a positive move towards protecting user data and making sure that you have the power is in your hands when it comes to allowing, or disallowing companies to exploit your data.

What is Google Consent Mode v2, and how does it mean for your operation?

Snapshot Overview: The deadline for implementing Google Consent Mode v2 is March 6th, 2024. Adapting to these changes is crucial for maintaining data flow and optimising performance. Failure to comply could lead to ineffective ad campaigns, and in extreme situations exposure to legal risk if you don’t comply with your local authorities data laws. This new mechanism essentially requires companies to ask for user consent before it can send session data to other platforms.

Understanding Google Consent Mode: Google Consent Mode balances data collection and user privacy by respecting cookie consent choices. It ensures insights of what consent the user is enabling on the site they are visiting, while simultaneously preserving user privacy. With GCM, consenting users contribute to ad campaign performance and analytics, while non-consenting users remain anonymous, maintaining website functionality without compromising privacy.

Exploring Google Consent Mode v2: GCM v2 aligns with evolving and constantly developing European privacy laws aswel as some state laws in the US. It’s focusing on targeted advertising data compliance. It empowers remarketing and ad personalisation while ensuring compliance. Failure to adopt GCM v2 could lead to data deficits for new UK or EEA users.

Implications of Non-compliance: If our websites are not updating to the latest consent mechanisms, then there may be limitations on remarketing potential for our ads or exposure of our websites via google. It may lead to Inaccurate tracking and conversion predictions, and definitely less data available for optimising Google Ads.

Navigating Implementation: All that needs to be done, is updating your site’s consent mode and cookies policy promptly, especially if you use Google Ads. What is important with the consent mechanism you use, is that it showcases which types of cookies the user is consenting to on your site, and that it also instructs your tag management platform whether or not it can fire events to your server, or ads platforms. The consent mechanism should be able to send data only once the consent is approved by the user, and not before.

Conclusion: With the GCM v2 deadline passed, it’s time to act if you haven’t already implemented these chances. Of course we are always on hand to advise or support.

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