What’s Google Consent Mode v2 and Why You Should Care
Written by Kristie Cheng, Paid Media Manager
This blog explores the latest version of Google Consent Mode, its impact on advertising and analytics, and implementation for advertisers.
If you are managing paid campaigns on Google Ads, you might have noticed this notification on the platform recently:
Google updated its Consent Mode to comply with stricter data privacy regulations within the European Economic Area (EEA).
This mode ensures user privacy is respected by giving them control over how their data is collected and used for advertising purposes. Platforms such as Google Ads and Google Analytics are particularly relevant where personal data plays a significant role.
What’s New in Google Consent Mode V2?
The latest consent mode version unlocks granular user data collection. Google has included 2 new parameters in its consent mode API:
Ad_user_data
This utilises machine learning to send precious, aggregated audience insights into campaign performance even with user opt-outs.
Ad_personalization
This helps build detailed audience profiles and remarketing audiences for effective, relevant ad campaigns.
Why Does It Matter?
With the 2 new parameters, they offer valuable user data for ad targeting and remarketing. And ignoring the consent mode comes with significant limitations in your Google Ads account:
Remarketing will stop working
Campaigns that retarget the website users including shopping won’t be possible anymore as remarketing audience lists will stop populating and eventually become ineligible to serve due to its small size.
Lookalike Audiences won’t be generated
Your Demand Gen campaigns will miss out on its core feature: Lookalike audiences. These data-driven segments leverage detailed audience profiles and interest targeting for powerful, precise campaigns.
Inaccurate Conversion Journey Insights
Skipping Consent Mode v2 means ditching powerful Conversion Modelling that unravels critical touchpoints in user journeys to optimise campaign strategies.
What Should You Do Next?
Google Consent Mode v2 is made mandatory by March 2024 if you want to continue target users in the EEA/EU/UK region.
You need to check your consent settings on Google Ads and ensure you have Google Consent Mode v2 active across your accounts.
How can you check if Consent Mode is active?
1. Diagnostic Tab in Google Ads
You can use the conversion diagnostic tab in Google Ads, going to your primary conversion action and click on the “Diagnostic Tab”. This will show if you have Consent Mode activated.
2. Google Analytics 4 Stream
You can also use GA4 to check if Consent Mode is active. Go to the Consent Settings, this is a new dedicated verification page that Google added to your GA4 properties.
In Consent Settings you can check if consent signals for ad measurement and ad personalisation are active or not.
3. GTM Preview
You can use GTM Preview to check if Consent Mode is correctly implemented and adapted to user consent updates.
Open the debugger and navigate to the ‘Consent’ page. As a default, consent should be “denied” – this will show as red, once consent has been given the variables will be updated to “granted” – this will show as green when complete. This change signifies the cookie selection you have consented to.
What do we recommend at Tag Digital?
While it is possible for you to make these changes following the 3 methods listed above, we recommend using a Google-certified consent management platform (CMP).
These platforms simplify compliance and integrate seamlessly with Google Tag Manager, where you manage all your Google marketing tags (which is where Tag Digital can help with the integration), including Consent Mode tags, to streamline the implementation process.
The changes to Google Consent Mode are mandatory now (March 2024) – if you are unsure if you have this set up correctly, our team of experts can help you.