Google

Google Consent Mode v2

by Sybil Mayard

Google Consent Mode is a tool developed by Google which allows websites to adjust the behaviour of Google tags according to the user’s data privacy preferences. Version 2 works similarly to version 1, but with the addition of two new parameters, ad_user_data and ad_personalization, to allow more granular control over how users’ data is collected.

Google recently introduced Google Consent Mode v2 to demonstrate its commitment to complying with digital advertising and data privacy regulations, particularly in the European Economic Area (EEA).

Who Does it Apply To?

If your website receives traffic from the EEA, and you use Google Ads, Google Tag Manager or Google Analytics, you must enable Consent Mode v2. Version 2 has been mandatory since 6 March 2024. If you have not enabled it already, it’s time to take action now.

Not sure if this change applies to you? Contact us for a free consultation.

Why Should You Use it?

Using Google Consent Mode v2 allows advertisers to continue running their advertising campaigns without disruption or experiencing revenue loss. If you do not implement consent mode, the data that you collect will be limited. This will result in inaccurate reporting, loss of remarketing capabilities, and less effective marketing campaigns.

Which Options are Available to You?

Google provides two types of consent mode: basic and advanced. In either basic or advanced mode, if the user gives consent, the Google tags fire as normal and full data collection is enabled.

The following explains what happens if the user denies consent.

Basic consent mode:

When basic mode is implemented, Google tags are prevented from loading on the website until the user interacts with a consent banner. No data is collected, and no cookieless pings* are sent unless consent is given by the user. Google Ads and Google Analytics will utilise their basic data modelling algorithms to fill in any gaps in your reports, but the results won’t be accurate, as they have limited data to work with.

Advanced consent mode:

If the user denies consent, data is sent to Google via cookieless pings. These pings contain non-personal data about the user’s interactions, including their browser, device type, conversion, country and timestamp.

The advantage of using advanced consent mode is that Google will be able to use this additional data collected for enhanced data modelling. This results in more precise reporting – even if consent is not given.

*A “cookieless ping” is an anonymised, non-identifiable Google Analytics event.  

There are two ways to enable consent mode: using a consent management platform, or by manual configuration with Google Tag Manager.

Using a Consent Management Platform (CMP):

We recommend using a CMP as this is the most straightforward method. Choose a Google-certified CMP, such as Cookiebot. Make sure to enable consent mode in your banner settings.

Using Google Tag Manager:

If you do not use a CMP, you will need to add the two parameters, ad_user_data and ad_personalization, to Google Tag Manager.

What Are Your Next Steps?

Now that you have enabled Google Consent Mode v2, you must update your privacy notice and cookie banner text to reflect the update. This ensures that you remain compliant with privacy laws and you maintain transparency with your website users. If you need assistance with any aspect of consent mode, contact us today.