In today’s digital universe, user privacy is more than a concern, it is an ethical and legal imperative. In this context, Google’s Consent Mode emerges as a fundamental tool to balance ad personalization with respect for user privacy.
In this article, we will explore in depth what Google’s Consent Mode actually entails and why it should be a priority for those advertising with Google Ads.
Current situation: changes in the mode of consent relating to traffic in the European Economic Area (EEA)
All advertisers who advertise online in the European Economic Area and use Google’s services are subject to Google’s “EU User Consent Policy”.Google’s European Union User Consent Policy” or EUUCP.
Google thus dictates to website operators how they can use Google services in terms of data protection. The Google text:
Companies displaying ads to users in the European Economic Area (EEA) must create a robust framework for collecting and communicating users’ consent choices with the consent mode. As of March 2024, advertisers must comply with the EU User Consent Policy to use personalization features. In 2024, our policy non-compliance actions will also affect Google Analytics measurement features. If you want your ad measurement to continue to work and get data about users, audiences, you must implement consent mode.”
In addition, Google’s behavior when measuring ad campaigns (e.g., order tracking) is changing: measurement only occurs if the user has given consent and the corresponding signal was returned to Google via Google Consent Mode v2.
That is, in order to continue using measurement, ad personalization and remarketing features, you must obtain consent from end users located in the EEA to use their personal data and share consent signals with Google. The requirements also apply if you use Google Analytics data with a Google service.
What is Consent Mode v2 and why is it mandatory as of March 2024?
Google Consent Mode v2, introduced in late 2023, is an updated version of Google’s original Consent Mode. It allows websites to communicate users’ cookie consent preferences to Google services, such as Google Ads and Analytics, in a more efficient and privacy-compliant manner. Its use is mandatory for websites using these Google services as of March 2024.
Unlike Google’s original Consent mode, which focused primarily on data collection, version 2 goes a step further by regulating how this data is used and shared.
Why is it essential to adapt?
Consent Mode V2 will be essential to continue tracking user activity. Using a Google-certified consent management platform will be mandatory if we want to continue using your Google Ads advertising.
And pay attention because it is mandatory since March 2024. If you want to keep measuring your conversions, a certified CMP with Google Consent Mode v2 is a must.
What’s new in Consent Mode?
The new version of Consent Mode introduces two very important new features:
- New “ad_user_data” and “ad_personalization” consent signals for audience building and remarketing.
- New advanced consent mode with “pings” that allows sending data without explicit consent.
Will it be mandatory to have a cookie banner?
Like the AEPD (Agencia Española de Protección de Datos) update, for Consent Mode v2 you will need a certified CMP cookie banner to do an advanced implementation or your own custom banner to do a basic implementation.
How do I implement a Certified CMP?
At EMD we can help you install a Google Consent Mode certified CMP on your website. The service consists of:
- Configuration of the Cookiebot CMP (Consent management platform) for customers running advertising campaigns.
- Customization of the initial banner.
- Inclusion of cookie text and date of consent in the footer (in Cookies Policy).
- Activation of improved conversions from Analytics / Ads.
Contact us for more information!