Google Consent Mode was launched by Google on September 3rd, 2020. Google has introduced it to offer stores and advertisers more flexibility when using Google products together with cookie banners and consent management platforms.
It is basically a first step in solving the issues between marketing/advertising versus privacy, without breaking the digital economy. Just before now, the massive collection of personal data and the use of that data for targeted advertising triggered the urge for more privacy regulation. And that is what’s happening. In almost every part of the world, these data privacy regulations emerge and evolve. They make it harder for marketing and sales departments to make decisions when there is no proper data being collected.
The importance of data privacy has risen significantly since 2016. Consent for using personal data is required by almost every privacy regulation in the world. So almost every website owner and data controller needs a user’s consent in order to process this data.
With Consent Mode your store can recover vital insights into how effective your digital campaigns are at attracting leads and driving online sales even when your users do not accept cookies.
It is a feature that lets advertisers indicate the cookie consent status of a user, enabling Google to model for gaps in conversions. There are two pillars here:
User Privacy: Tags behave in a consent-aware way, respecting user choices.
Privacy Safe Measurement: Using consent signals Google is bringing conversion modeling to recover lost conversions due to consent changes.
To be eligible for consent mode your store needs to have a global site tag or google tag manager in place, a presence in the EMEA region (EEA & UK) or regions with relevant regulations, and finally a consent banner that our application provides.
Learn more on how it works here.