Google has introduced various systems and processes to protect its users and make sure businesses that use its tools are compliant with GDRP regulations. One such system was Google Consent Mode. The original Google Consent Mode was launched in 2020, and towards the end of 2023, Google announced that Google Consent Mode 2.0 would be released.
For European website operators, if they were using Google Consent Mode v1, they would need to update to v2 by 06/03/2024 if they didn’t want to experience any negative backlash. Concurrently, in January of this year, it was confirmed that this was a requirement for UK websites too.
Below, I explain what Google Consent Mode v2 is, how it works, and the potential negative impact if you choose not to use it. I also explore if you even need to use Google Consent Mode v2 for your business.
What is Google Consent Mode v2?
The original Google Consent Mode was created to allow businesses to effectively collect customer data and insight without violating their privacy and data protection rights.
You know when you open a website and that annoying cookie pop-up box appears? And how you most likely click the “reject” button? Google Consent Mode triggers when a user does this, i.e. they reject the website’s standard cookie policy.
It allows the business to still gather useful tracking data, while respecting the user’s preferences. For example, if a customer accepted the standard cookie policy, Google Console Mode v2 would use personal data collection i.e. using actual items like name, and email address.
However, if the cookie policy was rejected, Google Console Mode v2 will still collect data, but it will be anonymous. This means that any personal info like email addresses and names won’t be collected, but your business still gets the benefit of some information.
Simply put, Google Console Mode 2.0 allows you to collect data regardless of the user’s cookie preferences, while maintaining GDPR compliance.
Updates from the Original Google Consent Mode
The update to Google Console Mode v2 was necessary because of changes to European and UK privacy laws. For example, the UK government has re-introduced the Data Protection and Digital Information Bill which enforces stricter regulations and requirements on businesses for data collection and usage.
Google Console Mode 1.0 concentrated on customer privacy relating to tracking data that was stored and collected. Google Console Mode 2.0 puts an emphasis on legislative compliance, specifically relating to collected data for targeted advertising like PPC. Main additions to Google Consent Mode v2 include:
- Better granular control over info collection.
- Two new parameters (ad_user_data and ad_personalization).
- The introduction of basic and advanced consent modes.
How it Works – Understanding the Nuances of Google Consent Mode v2
The premise of Google Consent Mode 2.0 is simple – it offers a way of collecting data compliantly depending on the cookie preferences the user selects. However, the inner workings of the system are a little more complex and revolve around four main parameters:
- analytics_storage: Controls how user’s personal data is stored for analytical purposes.
- ad_storage: Controls how user’s personal data is stored for PPC advertising like Google Ads.
- ad_personalization: Enables data to be used to personalise ads shown to the user.
- ad_user_data: Controls how data is collected and used for PPC advertising.
These four parameters send signals to the different Google tools like Google Ads and Google Analytics 4. Depending on the selection the customer made, the behaviour of these tools and how they collect and use data is then changed. A simple example could be:
- You visit a business website and see the cookie consent banner.
- You make your selections and update your cookie preferences.
- Depending on your choices relating to the 4 parameters, signals are sent to relevant Google Tags.
- Data is then collected and used (or not) based on your selections.
Google Console Mode 2.0 also introduced two modes – basic consent mode and advanced consent mode. In basic mode, Google Tags such as Analytics and Ads are inactive by default until the user makes their cookie choices. In advanced mode, Google Tags are immediately active and send minimal data while they wait for the user cookie selections.
What Happens if You Don’t Enable Google Consent Mode v2?
So, the big question remains, do you need to use Google Consent Mode V2 and what happens if you don’t? Firstly, it’s important to understand that if you don’t use any Google Tags such as Google Analytics 4 or Google Ads then you don’t really need to use Google Consent Mode v2.
Google Consent Mode 2.0 is directly tied to Google Tags and Google Tools so if you don’t use them, this system is pointless.
However, if you are using any of these tools, Google Consent Mode v2 is essential. Due to how the system works and the changes to EU and UK regulations, if you don’t use it, your PPC marketing and analytics will become ineffective. If you use Google tools and don’t implement Google Consent Mode v2, it could have the following negative impacts:
- Reduced PPC effectiveness: PPC advertising relies heavily on collected user data. Therefore, if you don’t use Google Consent Mode v2, you can expect a drop in PPC revenue and effectiveness. Google simply won’t have the data for retargeting, bidding, or ad customisation that you need for your PPC campaigns to shine.
- Reputation damage: If your business is found to not comply with the latest GDPR regulations it could negatively impact your reputation. Customers and other businesses may become aware of this and trust in your company could diminish.
- Analytical tools become inaccurate: If you don’t use Google Consent Mode v2, you won’t be able to collect any data relating to new EEA and UK users for Google Analytics 4. This means that your analytical data will become inaccurate and you won’t have as much to work with. From that, your ability to make changes and improve your web content becomes limited and it could damage your overall digital marketing effectiveness.
- Violation of data privacy laws: Regardless of ineffective PPC and analytics, you could be violating UK or EU data privacy laws. This could lead to legal action or severe reputational damage.
- Data-collection issues: Simply put, your data collection will be ineffective and for most Google processes you will be working in the dark.
How to Enable Google Consent Mode v2
As you can see, Google Consent Mode 2.0 is essential if your business uses any Google Tools that use data collection. But how do you enable it? There are three methods including manual implementation. However, I advise against trying to manually implement Google Consent Mode v2 as you have to directly change your website code – if you don’t know what you are doing you could potentially cause huge issues.
Via a Consent Management Platform
If you use a Consent Management Platform, they should enable and/or update Google Consent Mode v2 automatically as part of their service. Google has a CMP Partner Program with a range of dedicated CMPs they work with. These partners all offer automatic Google Consent Mode v2 implementation and management.
If you don’t use a CMP, this could be something to consider. Consent Management Platforms effectively take away the stress and hassle of trying to comply with data protection regulations. They are considered one of the most convenient tools for data compliance and processing and are invaluable when it comes to features like Google Consent Mode v2.
Using Google Tag Manager
If you do not use a CMP, using Google Tag Manager is the best option. Google has a complete guide on setting up consent mode on your website.
Google Tag Manager has a simple interface that is easy to understand and it allows you to implement Consent Mode quickly. This does also require a little coding, but the step-by-step guide Google provides ensures that you shouldn’t make any errors or damage your website in the process. It also allows you to setup Google Consent Mode v2 for tools like Google Ads and Google Analytics.
Google Consent Mode v2 – an Important System to Remain Data-Compliant
I hope you have found this article useful and now have a clear understanding of Google Consent Mode 2.0. If you need help implementing this feature, please contact us as we have experience with Google tools.
The key takeaways from this article are the importance of Google Consent Mode v2, and the drawbacks if you don’t enable it. If you use Google Tags like Google Ads and Google Analytics, it’s vital that you use Google Consent Mode v2. Failing to do so will make your PPC and analytics all but useless. The tools won’t be able to target your customers as effectively and you can expect to see a drop in PPC conversions.
From an ethical standpoint, you also want to comply with the latest data protection regulations and make sure that your customer’s choices are respected.
