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With the implementation of Google Consent Mode v2, many websites are experiencing a significant decrease in the amount of data collected. This is because a large portion of visitors can no longer be tracked. These include users who actively refuse cookies, ignore the cookie banner or leave the website without any interaction with the site or the cookie banner.
Consequence for the marketer
For marketers and Web administrators, of course, this is a major drawback. After all, much less information is available, this applies to both analytical information and information that affects marketing campaigns. This change creates a major consequence.
The insights into results from your campaigns are much less accurate. If a website visitor rejected the marketing cookies and did cause a conversion, this visitor can no longer be attributed to the campaign. Marketing platforms also rely heavily on this visitor data; the data feeds their algorithms in order to better optimize campaigns. In practice, therefore, less data often means less results.
Analytical data more valuable
In contrast, the data collected on analytics platforms has now become much more valuable. This is because this data is no longer clouded by visitors leaving the site immediately.
A comparison of the data collected in the period before the Consent Mode v2 update and the period after, shows significant improvements in bounce and engagement rates.
Change of strategy
For online marketers, it is important to be aware of these changes and develop strategies to minimize the impact of reduced data collection. This may include putting more emphasis on using first-party data to still collect the lesser data as accurately as possible.
It is good to realize that Cookie Consent rules are different in different EU countries. In the Netherlands, for example, it is possible to set 'analytics_storage' to "granted". While in Belgium and Germany this is not allowed, it must be set to "denied" by default.
Consent Mode V2 does not actively look at "analytics_storage," so if you always have it set to "granted," you don't have to worry that you are not compliant as a Google Ads advertiser.
Tip: make sure visitors can't avoid your cookie banner
To keep your data as complete as possible, it is important that the cookie banner on your website cannot be ignored. Unfortunately, too often we still see that a website simply continues to function without having to do anything with the cookie banner. Visitors who ignore a cookie banner are virtually untraceable.
Need help?
Need help setting up Consent Mode V2? Or are you curious how you can make use of first party data so you keep more insight in your data? Schedule a no-obligation appointment with one of our Growth Specialists.