Google Consent Mode v2: Everything You Need to Know About Google Consent

? ?? Since 6 March, every website and app aimed at users within the EEA and the United Kingdom must enable Google Consent Mode v2. ?

If you do not comply with Consent Mode v2, Google’s analytics products stop working properly. ?

2024 will be a year of drastic change when it comes to data privacy. The step before saying goodbye to third-party cookies is a change in how user consent is managed. And Google wastes no time in rolling out new requirements!

Europe has led the way in protecting user privacy, requiring companies to comply with the regulations or face the consequences. Google, as a tech giant, has responded with CMv2, a tool that adapts how its tags behave to the user’s decision on the use of cookies.

Google Consent Mode v2 (CMv2) allows businesses to:

• Comply with privacy regulations such as the EU GDPR, ePrivacy and the DMA.
• Obtain user consent in a transparent and respectful way.
• Measure and optimise their digital marketing campaigns, even for users who have not given consent.

How does Google Consent Mode v2 work?

It’s simple:

1. A consent banner appears on your website.
2. The user chooses between three options:
   • Full consent: allows cookies to be used for all purposes.
   • Partial consent: allows cookies to be used for some purposes, such as audience measurement.
   • No consent: no cookies are allowed, except those essential for the website to work.
3. CMv2 adjusts the behaviour of Google tags according to the user’s choice.

Why does Google Consent Mode v2 matter?

CMv2 not only respects user privacy; it also lets advertisers keep collecting valuable data in a regulated, responsible way. It also aligns with the new DMA and with users’ privacy expectations. With the scheduled removal of third-party cookies in 2024, CMv2 becomes an essential tool for measurement and digital advertising. It allows businesses to:

• Redefine their measurement and advertising strategies.
• Keep collecting crucial data without breaching privacy regulations.
• Seize the opportunity to innovate and improve campaign accuracy.
• Protect your users’ privacy and build relationships based on trust.
• Avoid fines and penalties for breaching privacy rules.

Impact on analytics and measurement strategies

CMv2 marks a turning point in web analytics, as the data available will be less exhaustive. However, tools such as Google Analytics 4 (GA4) are evolving to take advantage of data modelling, offering a new way to understand users’ browsing patterns.

How to prepare for Google Consent Mode v2?

Don’t worry, we can help!

• Review your cookie policy.
• Implement a professional CMP (Consent Management Platform); we can recommend consentmanager.net, or you can make the changes manually by following these instructions: https://developers.google.com/tag-platform/security/guides/consent?hl=en&consentmode=advanced
• Update your Google tags
• Communicate the changes to your users.

Not sure how to implement the changes and keep collecting your data? Get in touch with us!