Articles on: Integrations

Google Consent Mode V2

Introduction



In line with Google's dedication to a privacy-focused digital advertising environment, we're enhancing the implementation of our EU user consent policy. Users of Consent Mode are now required to include two additional parameters along with ad_storage and analytics_storage.

Consent Mode V2 offers advertisers and website owners the ability to customize their data collection methods according to user consent, effectively harmonizing the requirements of privacy adherence and the acquisition of data-based insights.

Our application supports the new version of consent mode. You can see more details here.




Google is transitioning from Consent Mode to an updated version, Consent Mode v2, partly in response to the evolving landscape of privacy legislation, including the recent Digital Markets Act (DMA).

The key distinction between the original Consent Mode and Consent Mode v2 lies in the introduction of two new parameters – ad_user_data and ad_personalization.

ad_user_data: This parameter is used to determine if a user has agreed to send their data to Google for advertising purposes.
ad_personalization: This parameter controls the activation of personalized advertising (like remarketing), based on the preferences set by users on your site's cookie banner – either granting or denying consent.

If consent is not given for one or both of these parameters, the corresponding tags will either modify their behavior or remain completely inactive.

To provide some background, the initial parameters (analytics_storage & ad_storage) in the original Consent Mode primarily dealt with data collection. In contrast, these two new additions in v2 are focused on the usage and sharing of data.

How it works?



When a visitor arrives on your store, they're presented with our cookie consent banner. Should they consent to aspects such as ad personalization and measurement, Google receives a consent signal, enabling access to detailed analytics and tailored advertising. Conversely, if the user declines, tracking and cookie use are restricted to align with their choices.

The limitation on insights due to lack of consent can affect conversions and, subsequently, revenue. To address this, Consent Mode incorporates conversion modeling, offering valuable insights even without user consent. This approach employs machine learning to assess aggregate data, such as user behaviors and trends, providing reliable estimates. This helps to mitigate data gaps, ensuring that your information remains accurate, comprehensive, and valuable.

💡Conversion modeling in Google Consent Mode has demonstrated its effectiveness by recovering as much as 70% of the conversion losses that typically result from user consent decisions.



It is crucial for merchants to update promptly to ensure seamless and compliant advertising practices. From January 16, 2024, those using Google AdSense, Ad Manager, or AdMob will need to implement a Consent Management Platform (CMP) as you can see here. Additionally, the Digital Markets Act is expected to be enforced by March 2024.

Non-compliance with integrating a Google-approved CMP by January 16, 2024, or not upgrading to Consent Mode v2 by March 2024, will result in only Limited Ads (LTD) being served to EEA traffic. Limited Ads (LTD) turn off personalization options dependent on local identifiers. Consequently, functionalities like audience targeting, remarketing, interest-based categories, conversion tracking, frequency capping, and certain data transfer elements (like User ID) will be disabled.

Such restrictions are likely to significantly diminish the efficacy and measurement accuracy of advertisers' advertising campaigns within the EEA.



Google Consent Mode employs the analytics_storage tag to control the behavior of GA4 cookies in response to user consent. When a user consents to analytics cookies, GA4 gathers comprehensive data for statistical or analytical purposes. Conversely, if a user declines analytics cookies, GA4 restricts its data collection to non-personally identifiable information, like the type of browser or operating system used, and the referrer details or the means by which the user accessed the website.



Google Consent Mode utilizes the ad_storage tag to dictate the behavior of Google Ads cookies according to user consent. When a user consents to cookies for ads, Google Ads is able to collect comprehensive data from the user for marketing or advertising objectives. However, if a user opts out of advertising cookies, the Google Ads they encounter will not be customized or targeted using their data, since Google tags will refrain from utilizing advertising cookies in this scenario.

What is conversion modeling?



Cookie data is valuable for website owners, enabling them to track users, analyze user interactions on their site, and assess the effectiveness of their advertising campaigns and messaging in converting visitors into customers, among other uses.

When users agree to cookies, collecting detailed data becomes more straightforward, facilitating precise advertising targeting and data analysis. However, if users decline cookies, these tasks become more challenging due to the limited and anonymized nature of the data collected, resulting in analytical gaps.

To address this, Google employs Machine Learning in conversion modeling. This process involves analyzing data and patterns from users who have accepted cookies to predict the behaviors of those who have not, thus filling in the analytical gaps with these informed estimations.



Google Consent Mode can be integrated with Google Tag Manager with our compliance app by using the our integration, which supports the Google Consent API. This is done from within Google Tag Manager itself which requires minimal coding and saves store owners’ time and effort. This is done by our app.



Google Consent Mode acts as a mediator between a GDPR Compliance app and Google, a role that gains significance with the forthcoming enforcement of the Digital Markets Act (DMA) in the European Union by March 2024. As Google is identified as a "gatekeeper" under this act, third-party entities utilizing its services must ensure valid privacy compliance and communicate consent to Google, particularly for advertising purposes.

This mode functions as a bridge, allowing Google services to operate on websites according to the consent types obtained from store users. It does this without requiring Google to directly access personal data, yet still providing companies with the necessary information for driving conversions.

The onus of securing user consent lies with the store operator. By integrating our consent management solution, you can gather detailed consent for all cookies and tracking technologies on your store, aligning with GDPR and other privacy regulations.

Integrating the Google Consent Mode API with our app allows stores to indicate whether users have consented to cookie use for analytics and/or advertising. Google tags that are supported will respect these consent signals and adapt their behaviors accordingly, using cookies only for purposes where consent is explicitly given.

With Google Consent Mode, store operators have an alternative to the prior blocking of Google tags. This approach is advantageous as it doesn't outright block tags when consent is not given. Instead, Google adjusts tag behaviors based on the user's consent preferences set in our app, ensuring a harmonious relationship between user experience and data management.

For instance, if a store user opts out of cookies or trackers for certain marketing technologies, Google Consent Mode will respond to this decision. It will then display only context-based advertising on the store, avoiding the use of any personal data.

Updated on: 20/12/2023

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