Moreover, Google recently announced, that due to the Digital Markets Act, a feature called Google Consent Mode V2 must be installed before March 2024. Otherwise, Google Ads retargeting and GA4 audience list features won’t work anymore. Thus impacting your Google Ads performances.

If you have run retargeting campaigns via Google Ads or use GA4 audience lists, it is mandatory by Google that you implement Consent Mode V2. Without it, your retargeting Google Ads campaigns won’t work anymore. This must be implemented before March 2024.

What’s New in Google’s latest updates consent mode V2

Google has announced updates to consent mode for Google Ads, Google Marketing Platform, and Google Analytics in response to the changing regulatory landscape. Immediate action is required to maintain personalized features before March 2024.

The company is adding two more settings to the consent mode API that can be linked to consent collection:

Ad User Data: It determines if user data can be shared with Google for advertising purposes.
Ad Personalization: Determines whether personalized advertising (remarketing) can be enabled.

These new parameter tags will be triggered when users select options on a consent banner, giving Google more control over data usage and ensuring consent is obtained before data processing.

Is your Google Consent Mode V2 setup correctly?

Want to get a free audit?

What will you get?

I will implement a cookie consent management platform (CMP) of your choice using GTM to your website

I will ensure to adjust how your tracking tags behave based on the consent status of your user

I will implement Google Consent Mode V2 Advance to your Google tags (GA4 and Google Ads) that recover up to 70% of ad-click-to-conversion journeys lost due to user cookie consent choices

Cookie Consent Platforms I’ve Worked On
CookieBot
Usercentrics
Quantcast Choice
OneTrust
CookieYes
It’s okay if you use different CMP tool or another CMS.

What are the main features of Google Consent Mode V2?

Google Consent Mode V2 includes numerous critical features that represent a significant shift in how user data is handled inside the Google ecosystem, notably in the European Economic Era (EEA):

Granular User Control: This is the foundation of Consent Mode Version 2. Users are no longer limited to a binary “all or nothing” decision about their data. Instead, they may specify which data types they want to exchange and for what purposes, providing a considerably more granular degree of control.
Standardized Language (TCF v2.0): Consent options are translated into a standardized format known as TCF v2.0, which ensures clear communication between users, websites, and Google. This eliminates uncertainty and guarantees that everyone knows the user’s data preferences.
Flexible Adaptation: Google tags and SDKs, the tools used by websites and apps to collect and manage data, adjust their behavior based on user agreement. For example, if a user declines ad user data consent, tailored advertising will not appear. This flexibility enables firms to adjust their data practices to particular user preferences.
Data Gap Modeling: Even with restricted permission, Google may employ sophisticated algorithms to model and fill data gaps for conversion monitoring. This allows firms to maintain some level of ad effectiveness while respecting users’ privacy preferences.
Transparency and Trust: Consent Mode V2, by offering people more control over their data, promotes transparency and trust between users and businesses. This can result in stronger relationships and a better user experience.
Compliance with GDPR and other Privacy requirements: Consent Mode V2 helps websites comply with GDPR and other privacy requirements, lowering the risk of legal and reputational damage for EEA firms.
Beyond customized Ads: While customized ads may be limited by some consent options, Consent Mode V2 allows firms to experiment with alternative targeting tactics such as contextual advertising, demographics-based targeting, and first-party data capture. This opens the door to new and imaginative ways to reach specific audiences while protecting user privacy.
Ongoing Dialogue: Consent is not a one-time setting. Users can adjust their preferences at any moment by providing new signals to Google, and the system will adapt accordingly. This guarantees that user control is both dynamic and relevant.
Technical Challenges: Implementing Consent Mode V2 necessitates technical skills, since firms must integrate with Consent Management Platforms (CMPs) and modify their website practices. This can be difficult for some businesses, but resources and help are available.

Overall, the primary features of Google Consent Mode V2 are an important step toward a more user-centric and privacy-conscious data environment. Consent Mode V2, by giving users control over their data, increasing openness, and encouraging unique ways to collect and target data, lays the path for a future in which businesses may succeed while respecting user privacy.

Let’s Audit First, Why is it Required?

Tracking errors can greatly affect your Data, Conversion Reporting, strategic Decision-Making and that Cost you in Revenue.

First, I audit your website’s current Tag & Tracking configuration. Then I will share errors/recommendations with their solutions as the best practices the industry follows. I can also help you to implement it the right way.