Understanding Google Consent Mode V2

Privacy developments

In the digital age, privacy regulations like the GDPR in Europe have set a new standard, compelling website owners to navigate the fine line between compliance and optimal data utilization.

As of March 2024, there is a new regulation entering Europe: The Digital Markets Act.

The thought behind the initiation of this legislation is as follows, as stated by the European commission:

“Some large online platforms act as “gatekeepers” in digital markets. The Digital Markets Act aims to ensure that these platforms behave in a fair way online.“

What is Consent Mode V2?

Consent Mode V2 is Google’s innovative solution to the increasingly stringent privacy requirements.

It ensures that website owners can secure explicit consent from visitors. This consent is necessary before any cookies are placed on the user’s device.

This functionality is not just an enhancement; it’s a requisite for those employing Google Ads’ enhanced conversions feature starting March 2024.

It addresses the critical need for compliance with privacy laws while bolstering user privacy.

Changes and Key Features:

1. Explicit Consent: The introduction of Consent Mode V2 calls for a clearer method of obtaining visitor consent for cookies. This may mean that current consent mechanisms need to be updated to meet the new standards.
2. Adaptation of Google Services: Google’s suite of services, such as Ads and Analytics, is designed to dynamically adapt based on the consent given by visitors. This adjustment ensures that the operations conform to user preferences. .
3. Mandatory Implementation:
   For European website owners who use Google’s advertising tools and focus on retargeting, integrating Consent Mode V2 has become essential. It is no longer an optional feature but a requirement to ensure compliance with privacy regulations.
4. Enhanced Privacy Monitoring: Focusing on enhanced user privacy, Consent Mode V2 provides an in-depth breakdown of data collection parameters and consent levels. This detailed approach elevates the standard of privacy monitoring to an ‘Advanced’ level.

Consent Mode V2 introduces two new parameters, namely:

• ad_user_data

This parameter specifies whether consent is granted or denied for sharing user data with Google.

• Ad_personalization

This parameter specifies if the website can keep providing visitors with personalized advertisements.

Benefits of Implementing Consent Mode V2

Embracing Consent Mode V2 enables website owners to comply with stringent privacy laws. It also allows them to continue using Google Ads effectively without compromising on privacy.

More specifically, the retargeting and audience building capabilities will stay available as the feature ensures these are not revoked by Google.

This transition facilitates a deeper, more accurate analysis of campaign performance, enriching data-driven decision-making.

Key Differences from Consent Mode V1

Diverging from the reliance on cookie identifiers in Consent Mode V1, the second version introduces a modeling approach devoid of these identifiers.

This innovation enables Google to apply machine learning for more accurate conversion modeling.

Moreover, BigQuery users will find consent-based data and non-consent session information readily accessible, with a privacy-compliant exclusion of client_id.

Two types of Consent Mode V2

Effectively, we are able to separate two versions of of implementations concerning consent mode v2. Those are: basic and advanced.

Let’s demonstrate the differences via specified overviews of each respective version.

Basic Google Consent Mode V2

Advanced Google Consent Mode v2

Implementing Consent Mode V2

Website owners can opt for different pathways when it comes to integrating and configuring Consent Mode V2 for their environment:

1. Consent Management Platform (CMP) Integration: Leverage a Google CMP partner tool for a streamlined, hassle-free implementation and consent preference management. Most, if not all, partners provide extended documentation concerning how to activate and configure Consent Mode V2 via their CMP platform integration.

Have a look at the CMP partner list of Google to see the total list of partners.

2. Google Tag Manager: Implement Consent Mode V2 via Google Tag Manager through utilizing GTM Tag Templates.

An interesting vendor agnostic template can be found via Github.

An interesting aspect to keep in mind, is that you can set the default consent states via such templates, as well as the updated states.

In tag manager, you can utilize the consent initialization trigger to set the values of the consent parameters ASAP upon each page.

3. Custom implementation: Delve right into the code and set it up through JavaScript, using the gtag method.

Define consent states via JavaScript in the code of the website. Also, update the parameters whenever visitor’s specify their preferences in the cookiebanner.

An example of the code that’s than set at the earliest convenience through the tag template is as follows:

        <script data-cookieconsent="ignore">
            window.dataLayer = window.dataLayer || [];
            function gtag() {
                dataLayer.push(arguments)
            }
            gtag("consent", "default", {
                ad_personalization: "denied",
                ad_storage: "denied",
                ad_user_data: "denied",
                analytics_storage: "denied",
                functionality_storage: "denied",
                personalization_storage: "denied",
                security_storage: "granted",
                wait_for_update: 500
            });
            gtag("set", "ads_data_redaction", true);
            gtag("set", "url_passthrough", true);
        </script>

Of course, the consent states noted can than be updated upon the response of the visitor on the cookiebanner present on your website.

Testing via Google Tag Manager Preview Mode

After setting up and configuring Consent Mode v2, you need to verify if all consent states are set and responded as expected.

With Google Tag Manager’s preview mode, open up the website and move to the tab ‘consent’.

This tab has been added to the Google Assistant to ensure you are able to see each individual event consent state, including the on-page default.

Time is of the essence

Consent Mode still exists in a grey area both legally and perhaps ethically, as it continues to send cookieless pings to Google even when visitors do not consent to data collection.

This practice raises questions about the full extent of user privacy protection.

However, in the evolving landscape of web analytics and privacy compliance, keeping up with developments like Google Consent Mode V2 is crucial. Especially since this update impacts the capabilities your ad platform provides.

This update comprises of a pragmatic solution for maintaining compliance with privacy regulations while harnessing the capabilities of Google Ads and retargeting.

So, as businesses adapt to Consent Mode V2, they stand to benefit from sustained privacy, enhanced insights, and optimized online marketing strategies.

And as the deadline is set for March 2024, make sure not to wait too long.

Thanks!

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Also, make sure to read our Blog on Microsoft Universal Event Tracking Consent Mode.