What is Google Consent Mode V2 and What Should I Know

What is “Google Consent Mode V2” and What Should I Know as a Website Owner?

A few months ago, Google announced its new approach to collecting data from website users. The “Consent Mode V2” will be activated by Google within March 2024.

Google Consent Mode version 2 is the updated version of Google’s consent functionality, offering improved tools for managing users’ consent preferences regarding cookies and other website tracking technologies.

-From March 2024, companies using Google services (Analytics, Ads) will need to indicate that they have obtained user consent before they can display ads with personalization features.

-Failure to implement a Google-certified CMP (Content Management Platform) that supports the consent functionality will mean that organizations can continue to display ads on Google platforms, but these ads will not be personalized and will rely solely on aggregated data (statistics) rather than specific user analyses.

 

What is the “Google Consent Function”?

Google’s consent function is a tool provided by Google that works through the cookie banner or a similar privacy element embedded in a website.

This process automatically sends signals from your cookie banner (embedded in your site) to Google tools. Through these signals, Google receives data that help it understand your site’s conversions, even under limited data protection conditions. This data includes information related to analytics, advertising, personalization, and data sharing.

Without these signals, Google cannot track user data, e-commerce transactions, or perform personalization.

 

The Evolution of “Consent Mode”

Direct Consent
In this simple consent model, the Tag Manager or Analytics code is inserted directly into the website’s code. Regardless of the user’s preference, all user data (e.g., from Analytics) is recorded without the user being asked or aware. This approach does not comply with European GDPR regulations.

Consent Mode
The most common model for managing user data is the use of a cookie plugin. This allows users to choose whether to accept the collection of their data by Analytics or to reject it.

If a user does not accept Analytics, no data is collected on the Analytics platform.

Consent Mode V2
Google’s new “Consent Mode V2” for user data collection works as follows:

-If the user consents to data collection, all their data is collected.

-If the user does not consent, Google collects some qualitative session data (cookie-less pings), but not enough to be considered personal data.

Essentially, this allows website owners to gather qualitative performance insights without necessarily using user-identifiable data (age, gender, interests, etc.).

 

Google Consent Mode V2 from March 2024

All advertisers displaying ads in the European Economic Area using Google services will be subject to the EU User Consent Policy (EUUCP).

From March 2024, websites will be required to have a consent banner from a Google-certified Consent Management Platform (CMP) for using Google Consent Mode V2. The platform will send signals directly to Google Ads, Google Analytics, and other Google services.

 

Benefits for Website Owners

Google Consent Mode V2 can help websites better comply with GDPR and ePrivacy regulations.

This new consent management framework provides a more accurate way to approach compliance, ensuring that websites can protect user privacy while still collecting valuable insights from user interactions.

By adopting Google Consent Mode V2, you will not only meet strict GDPR requirements but also improve the quality of your website data analysis.

 

Implementing Google Consent Version 2 with GSquared

Our company offers compliance services for websites and e-shops using one or more of the following Google services:

-Google Analytics

-Google Ads (Conversion Tracking and Remarketing)

-Google Tag Manager

We use only certified consent tools (recommended by Google) with full support for Google Consent Mode V2 for websites and e-shops.

These tools include:

– Cookiebot
– CookieYes
– Complianz
– Cookie Script