In the course of 2024, Google will progressively require the use of Google Consent Mode v2 to preserve essential features like personalization and measurement for European audiences. More than ever before, this shift promises to elevate the digital marketing landscape, enhancing insightful data collection while respecting user privacy.
Let’s take a look at the benefits of using Google Consent Mode v2, the latest changes, and how they affect marketers alike.
Google Consent Mode in a Nutshell
Google Consent Mode is a solution intended for advertisers, publishers, website owners and developers who use Google audience products like Google Ads or Google Analytics.
In simple terms, Consent Mode helps comply with user consent requirements within data protection laws like the GDPR, while still getting the best out of Google’s measurement and personalization.
In regions like the EU, websites usually display a consent banner at the user’s first visit. Visitors are prompted to grant or deny consent to the use of their data for various purposes, including marketing activities.
For visitors who do not consent, trackers like cookies are not installed, and related marketing data is lost. For advertisers, this means losing valuable insights into users’ conversion journeys, and ultimately on how to optimize campaigns for best performance. This is where Google Consent Mode comes in.
Consent Mode uses a privacy-friendly technology called conversion modeling to recover aggregate data for users who do not consent, by combining advanced machine learning and probability. It’s a great way to get a more accurate view of performance, while respecting users’ privacy choices.
A New Version for 2024: Google Consent Mode v2
Originally introduced in 2020, Google Consent Mode strikes a perfect balance between the needs of website owners for data monetization and of users for more control over their personal information.
At the end of 2023, Google lifted the veil on their version 2 of Google Consent Mode. This update responds to a growing demand for transparency and privacy online, together with new opportunities opened up by technology, like AI.
The industry is also taking a step forward with the enforcement of the Digital Markets Act (DMA) in March 2024, which aims to create a fairer online environment by setting new requirements for major digital platforms called “gatekeepers”, including Google.
For these reasons, Google introduced version 2 and the following changes:
- More nuanced control over not only how data is collected, but also how it is used or shared (e.g. for remarketing) with the introduction of two new parameters for granting or denying consent to personalization or measurement.
- The conversion modeling technology mentioned above has been refined. With improved performance metrics, marketers get even more relevant insights for non-consented users.
- Google customers can choose between two levels of implementation of Consent Mode, ‘Basic’ and ‘Advanced’. The main difference is that when consent is denied, Google tags either adjust their behavior and recover conversion data (Advanced), or remain completely blocked (Basic).
The Ultimate Balance: Enhanced User Privacy & Valuable Marketing Data
“Air France used Consent Mode to achieve a 9% average uplift in conversions across its European markets”, affirms Google in a series of case studies. Valuable modeled data recovered through Consent Mode can be used for optimized marketing efforts and better decision-making, while staying compliant with privacy laws. It’s a win-win!
The benefits of using Google Consent Mode are many:
- Respect users’ privacy choices for ads and analytics cookies, ensuring compliance with regulations like the GDPR and consent requirements in regions like the EU + UK.
- Display ads and gather analytics exclusively for users who have consented, and continue reporting on conversions for users who denied consent.
- Recover data gaps and gain aggregated insights with conversion modeling, ensuring accurate attribution of conversions to the right campaigns.
- Optimize campaign bids and reallocate budgets effectively to the most successful campaigns, targeting specific audiences and delivering relevant personalized ads.
- Know more about money spent on ad campaigns than someone who did not implement Consent Mode, and boost revenue!
The Latest Requirements for EU Users
To face stricter guidelines in the digital market and starting March 2024, Google will gradually mandate the use of Google Consent Mode v2 for accessing audience personalization and measurement in its services when targeting European users.
To preserve features like targeting or conversion tracking within Google audience products for European users, marketers must:
- Collect user consent via a consent banner that complies with Google’s EU User Consent Policy;
- Enable or upgrade Google Consent Mode.
The Easiest Way to Implement Google Consent Mode v2
To help marketers easily implement the steps needed to maintain essential features, Google specifically recommends working with a software solution called a Consent Management Platform (CMP).
A CMP is a system that websites/apps can use to collect, store and manage user consent to things like cookies and trackers, in a legally-compliant way. Google doesn’t recommend working with any CMP, but a listed Google CMP Partner that they have identified.
iubenda has been a trusted Google-certified CMP with Consent Mode support for some time, well before the new requirements were introduced. They make it easy for marketers to install a compliant consent banner on their site with Google Consent Mode enabled.
Their CMP does all the work:
- Fast and effortless installation of Google Consent Mode v2;
- Valid consent banner for websites/apps;
- Technical support and documentation available.
Learn more about iubenda, the easiest way to implement Google Consent Mode v2.