Google Consent Mode V2 2024

Google Consent Mode V2 has a huge influence on cookie banners and website tracking. That means that companies will have to implement certain changes to still be able to create target audiences and set up remarketing campaigns via Google Ads, Floodlight and Display. If you don’t do so before March 2024, you will no longer be able to use these functionalities. Given that 65% of companies use remarketing campaigns to reach potential customers, this update could have a significant impact on the way we do marketing.

What is Google Consent Mode?

Google Consent Mode (GCM) was launched in response to the privacy regulations of the European Entrepreneurial Region (EER) in 2020. This tool gives users control over the cookies that track their internet usage. If a user selects certain preferences on a cookie banner, they can be shared with Google. Afterwards, Google adjusts its tags so programs like Google Analytics and Google Ads take these preferences into account.

What is Google Consent Mode V2?

Google is working on a Consent Mode update to meet the requirements of the new Digital Markets Act (2022/1925). The goal of this European law is to protect entrepreneurs and consumers and improve competition in the digital markets.

Essentially, marketers will not be able to add European users to target audiences and target them in remarketing campaigns in Google Ads, Floodlight and Display. Without the proper (mandatory) adjustments, that is.

Webinar: Google Consent Mode V2

All the ins and outs about Google Consent Mode V2
How to continue using remarketing and Google Ads.
How to get more realistic insights into marketing performance
How to better understand user behaviour and website performance
How to comply with the new regulations and still retain your current functionalities

Google Consent Mode version 2 is an upcoming update from Google that aims to help website owners comply with increasingly stringent privacy legislation (AVG/GDPR). This implementation is mandated by Google from March 2024. So be sure not to hesitate and get informed in this webinar so that you can set up the right actions in preparation.

Reserve your virtual seat here

What does the update mean for marketers?

Within Google Consent Mode, there used to be two consent modes: analytics_storage and ad_storage, both related to data collection. Consent Mode V2 is more concerned about the way data is used and shared. On the one hand, ad_user_data will determine consent to send user data to Google for advertising purposes. On the other hand, ad_personalization will determine whether data can be used to personalise ads (through remarketing, for instance).

Users can grant permission through a cookie banner, which gives them greater control over what happens to their data.

"Essentially, marketers will no longer be able to add European users to target audiences and target them for remarketing campaigns in Google Ads, Floodlight and Display as of March 2024 without a couple of (mandatory) adjustments."

The basic implementation of Google Consent Mode V2

There are two ways to implement the mandatory new Google Consent Mode: the basic and the advanced version. The basic one implies that no user information is shared with Google when consent hasn’t been granted by the user.

Google does, however, try to recover some of the lost conversion data through data modelling. Because Google isn’t able to access data, this method is less accurate. But the conversion numbers will still be higher than when you don’t activate Consent Mode, which positively impacts campaigns.

The advanced implementation of Google Consent Mode V2

For the advanced implementation of Google Consent Mode, Google tags are loaded before the users get to see the cookie banner. If the user consents, everything is tracked.

If the user doesn’t consent, Google will collect cookie-less data that don’t contain personal identifiers like device type, conversion type, country, time of day and browser type. Based on that data, it makes an accurate estimate – the most accurate way to measure modelled conversions.

Can I carry out this update with my current CMP?

You can implement Google Consent Mode V2 with a Google-certified Consent Management Platform (CMP). Don’t know whether your CMP is Google-certified? There’s a complete list that sums all the relevant platforms up for you. All you have to do then is make some adjustments in the CMP and website tracking.

What if you don’t activate Google Consent Mode V2 in time?

If you don’t respect this new law, you won’t be able to keep using Google Advertising products. Remarketing in Google Ads, Floodlight and Display won’t be an option anymore either.

Therefore, it’s pretty important that you carry out this update before it’s too late. It’s the only way to keep your marketing efforts efficient and relevant. The only way to stay connected to your desired target audiences and set up successful remarketing campaigns.

The cookieless future is now.

Do you have everything in place? Read all about it in our dossier.

Dossier Cookieless future

Conclusion

In a rapidly changing landscape of privacy regulations, companies need to implement Google Consent Mode V2 before March 2024. Without this update, certain marketing functionalities in Google Ads, Floodlight and Display will disappear.

Cookie banners give users more control over their data. This new version introduces stricter consent levels, which means a timely update is vital if you want to meet the new legal requirements and keep the functionalities you use today.

Pieter-Jan Reijnen

Digital marketeer

As a Data Analyst, Pieter-Jan Reijnen has become a well-established presence at iO since 2020. He started out as an intern, and now he helps clients analyse their website performance and optimise campaigns every day.