Google Consent Mode V2 will soon be mandatory in Europe if you want to continue collecting data with Google Analytics and Google Ads. Consent Mode communicates to analytics and advertising systems the tracking consents that users have accepted in the cookie banner. Without Consent Mode, no data from new EU users will be stored on Google’s platforms after Wednesday, March 6, 2024. The new requirement is based on Google’s interpretation of European legislation.
What is Google Consent Mode?
Google Consent Mode V2 must be implemented in March 2024 for website data collection to ensure advertising effectiveness and continued data gathering on Google’s platforms. The new version of Consent Mode requires that all collected data is accompanied by the user’s consent information for analytics and advertising systems. Based on the transmitted consent, Google determines whether data is collected with cookies or anonymously without cookies.
The two levels of Consent Mode
Implementing Google Consent Mode V2 does not change the basic requirements for cookie consent requests. However, it emphasizes the need for up-to-date cookie management tools. The requirement is divided into two levels: basic and advanced.
The basic level ensures that tracking events are sent only for users who have given their consent. In other words, advertising systems receive only limited information for conversion modeling. For advertising, Google compares ad clicks and website visits to estimate the number of real conversions. The basic level is safer than the advanced level because it directly respects the user’s consent – and if no consent is given, no data is transmitted.
The advanced level, on the other hand, sends all event data to Google Analytics and Google Ads regardless of whether the user has given consent. This option provides Google with a broader view of how many users accept tracking and enables more accurate conversion modeling. However, the legality of the advanced level may in some cases be subject to interpretation – and therefore raises ethical concerns about collecting data without clear user consent.
What does Google Consent Mode require from advertisers?
To meet the requirements of Google Consent Mode V2, advertisers are encouraged to review their cookie management tools. This allows users to make informed choices and maintain control over their personal data.
Google Consent Mode V2 represents a significant step in prioritizing user privacy in European advertising practices. Advertisers should familiarize themselves with the requirements and take the necessary steps to align their data collection processes with the law.
Fix your company’s cookies
If you are uncertain about whether your company’s website cookie settings are up-to-date, get in touch with us. At Tovari, we’ll ensure your platform’s cookie settings comply with the new requirements!
Jussi Pirhonen
jussi@tovari.fi
050 490 2477