Google's Consent Mode v2

If you've already had server-side tagging implemented by AdPage, it's likely that we've also set up your Consent Management Platform (CMP) with Google Tag Manager Consent Mode. This Google Consent Mode has been in beta as preparation for a future without cookies. However, with the arrival of Consent Mode v2 in 2024, this functionality will become essential for every online marketer. This is because Consent Mode v2 has a deeper impact on the use of marketing tools. Sites active in the EEA (European Economic Area) that use Google Ads, in particular, need to pay attention to this.

Why this Consent Mode update?

Users demand more control over how their data is used. For businesses that want to measure and manage awareness, intent, and sales goals, it is essential to have high-quality, consented data and tools that not only measure but also fill in missing data. Privacy regulations and technical implications are therefore the driving forces behind these changes. Among other things, mobile device identifiers and third-party cookies are slowly disappearing. Online companies must obtain additional consent for the use of cookies for certain marketing activities. And if this is not properly configured via Google Consent Mode v2 in the near future, you will no longer be able to advertise via Google.

Besides Consent Mode v2, another important change is coming in 2024: Chrome will stop supporting third-party cookies with their Privacy Sandbox. The first tests for this Privacy Sandbox, in the form of Tracking Protection have already begun. These two changes from Google are a big step towards a cookie-less digital world.

The Google Consent Mode is a settings update from Google that allows you to communicate your users' consent choices to Google's services.

Consent Mode is essentially a mapping of permissions obtained for different types of cookie usage. Within each tag on Tag Manager, the parameters named analytics_storage and ad_storage are assigned a ‘deny’ or ‘allow’ value based on the choices a user makes in the cookie banner. This allows certain tags to be activated without including user-provided data, thereby respecting the user's choices.

Google has two implementation types: Advanced Consent Mode and Basic Consent Mode. The choice between these two depends on legal requirements and the desired output. Within the EU, the requirement is by no means that you must use Basic Consent Mode.

Advanced Consent Mode ensures that tags can be fired even before a visitor accepts or rejects cookies. Even if a user does not give permission for the use of cookies, tags are activated, but they adapt their behaviour according to the user's choice.

Basic Consent Mode ensures that the Google tag is only activated if the user gives consent for the use of cookies. If the user refuses to give consent, no tags are activated and no information is stored at all.

What is changing with v2? Google is introducing two new parameters to communicate user consent and to control the use of permitted data. These two parameters provide two new consent statuses: ad_user_data and ad_personalization, which are attributed to the user's consent:

ad_user_data is used to grant permission for the sending of user data to Google for advertising purposes. Website users must then consent to sharing their data with Google.

Personalised advertising determines whether data can be used for ad personalisation such as remarketing. Users must consent to their data, which they wish to share with Google, being used for ad personalisation.

The current consent mode parameters analytics_storage and ad_storage only relate to data collection, whereas these new parameters relate to how data is used and shared.

What does this mean for your site?

The introduction of Google Consent Mode v2 brings significant short-term changes for online entrepreneurs and marketers. Websites and online shops that do not comply with the new standards risk exclusion from Google Ads. Losing this important advertising channel also leads to a decrease in website traffic, the number of potential customers, and revenue. This development forces advertisers to be stricter in obtaining user consent for data collection. Non-compliance with these requirements will result in limitations on advertising opportunities, giving competitors an advantage.

For website owners operating in the EU, there are some important action points:

• Collect consent from visitors via a Consent Management Platform.
• Share collected consent signals from the CMP with Google and ensure the correct setup of Consent Mode v2.
• Also add consent signals when sending offline data to the Google API.

Hoe implementeer je de Google Consent Mode v2?

There are three possible ways to implement Google Consent Mode on your website:

• Use a Cookie Management Platform (CMP) such as Consent Studio of Cookiebot.
• Implement it via Google Tag Manager (GTM). Each CMP has its own manual for installing consent mode in Google Tag Manager.
• Custom setups by developers. You may have implemented everything custom without the involvement of a CMP. This is rare and we do not recommend it.

Google's new Consent Mode v2 is a significant step in managing privacy regulations and technological changes. For European marketers and online entrepreneurs, it's essential to be aware of these updates and take timely action to remain compliant and minimise the impact on marketing activities. Implementing Consent Mode is becoming not only a necessity but also a strategic move to ensure effective and ethical marketing practices. Furthermore, Google Ads campaigns will be rejected if you do not comply, preventing you from advertising.