Privacy Updates with Google Consent Mode V2
Why and how to implement Consent Mode V2 to stay compliant with GDPR
As the digital landscape continues to evolve, so do the data privacy regulations. Google Consent Mode V2 is the latest update of Google’s approach to user consent management, and it’s set to become a crucial component for advertisers and website owners. Without updating consent mode, personalised advertising opportunities will be limited in the near future. This article explains what you need to know about the updated version of Consent Mode and gets you started on the implementation to mitigate the impact on Google Analytics 4 and Google Ads of yet another crucial privacy update.
New consent signals for more control
In addition to two existing consent checks (analytics_storage for analytics cookie access and ad_storage for ads cookie access, Consent Mode V2 introduces two new consent signals: ad_user_data and ad_personalization. These signals provide advertisers with more granular control over how user data is collected and utilised. Ad_user_data allows advertisers to collect and use first-party user data, while ad_personalization dictates whether this data can be used for personalised ads.
The four consent checks explained:
- analytics_storage: This signal determines whether users consent to the storage of analytics cookies for measurement purposes.
- ad_storage: This signal indicates whether users consent to the storage of advertising cookies for ad delivery and targeting.
- ad_user_data: This newly introduced signal controls the sending of first-party user data for audience building and targeting (V2).
- ad_personalization: This new signal specifies whether users allow their data to be used for personalised advertising (V2).
Basic consent mode vs. advanced consent mode
With the implementation of “Basic Consent Mode” measurement tags, (f.e. Google analytics 4 tracking), user privacy is respected by limiting all tags to fire and therefore, not collecting behavioural data for those users that did not explicitly grant access.
With the launch of Consent Mode V2 , implementing “Advanced Consent Mode” can be useful to get more insights of user behaviour in this case. This mode enables cookieless pings, ensuring that data can still be sent to Google even if consent is not granted, without providing user identifiable information to the system. This capability is particularly valuable for advertisers who rely on user data for audience building and remarketing purposes.
Google Analytics 4 and Ads compatibility
While Google Analytics 4 (GA4) can function independently of Consent Mode V2, integrating GA4 data with Google Ads requires utilising Consent Mode V2 and passing the appropriate consent signals.
The most significant impact of Consent Mode V2 lies in its influence on how Google Ads and audiences operate. Both platforms will require Consent Mode V2 implementation and the passing of opt-in signals with requests to function.
What happens if I don’t upgrade?
1. Limited advertising capabilities:
- Non-personalized ads: You can still serve ads on Google platforms, but they won’t be personalized to individual users. This means your ads might be less effective and reach a less relevant audience.
- Potential future limitations: Google plans to further restrict functionalities like conversion tracking for those not using Consent Mode v2.
2. Data loss and inaccuracies:
- Missing modelling data: You might miss out on data that helps Google models improve targeting and measurement, potentially impacting your campaign performance.
- Limited data collection: In some cases, Google might not be able to collect any data from users who haven’t explicitly consented under v2, leading to data gaps and inaccuracies.
Preparing for the launch of Consent Mode V2
With the March 2024 deadline for Ads integration approaching, website owners and advertisers should familiarise themselves with Consent Mode V2 and begin implementing the necessary changes. This proactive approach will ensure seamless compliance with the evolving privacy regulations and maintain data collection and analysis capabilities.
Three tips on how you as an advertiser can proactively prepare for the Consent Mode V2 implementation:
- Understand the new consent signals and their implications for data usage.
- Assess compatibility with existing tag management systems and data collection processes.
- Partner with experienced data privacy professionals to ensure compliance and optimise data usage practices.
If you find this information overwhelming, consider signing up for a GA4 UP subscription. With this subscription, we audit your setup, implement new feature releases and update you on new privacy releases (stay updated with GDPR / CCPA) for a small monthly fee. This subscription allows you to focus on your priorities while the experts handle the rest. Learn more about how we can support you here.
