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Home » Services » Insights & Analytics » Consent Mode V2

Google Consent Mode V2

Seamless Consent Mode V2 integration with a CookieBot Partner

Don’t let your analytics data fall victim to this challenge. By partnering with a certified Cookiebot provider, you can ensure seamless integration with Google Consent Mode V2.

About Google's Consent Mode V2

What is Google Consent Mode V2?

The Google Consent Mode V2 is an updated version created to align with the new Digital Markets Act that has come into effect in March 2024. Google Consent Mode V2  is not a standalone solution for managing user consent or cookie compliance.

What does this mean?

If you’re doing business in the EU or EEA and want your data-driven marketing practices to continue uninterrupted, you need a consent management solution that is approved by Google and supports the latest version of Google Consent Mode.

What will happen if we do not take action?

  • Loss of data: You may lose access to key ad performance data and personalised ad experiences for users in the EEA (European Economic Area)
  • Google Ad restrictions: You might encounter limitations in using Google Ads, Floodlight, Display, and other advertising and analytics tools for EEA users.
  • Penalties: Failure to comply with the Digital Markets Act (DMA) and other privacy regulations could attract severe penalties and fines.

What are the penalties if we fail to comply?

  • Fines: Up to 10% of the company’s total worldwide annual turnover, 20% for repeat infringements
  • Periodic penalty payments: Up to 5% of a company’s average daily turnover.
  • Remedies: They can either be behavioural or structural remedies, such as selling parts of the business.

CookieBot Certified Partner


CookieBot Partner

Cookiebot is a leading Consent Management Platform (CMP) that helps websites comply with data privacy regulations like GDPR and CCPA. As a certified partner, we have undergone extensive training and demonstrated expertise in using Cookiebot to ensure your website's adherence to these regulations.

Seamless Integration

We possess the knowledge and experience to smoothly integrate Cookiebot into your website, ensuring it functions without technical glitches or disrupting user experience.

Ongoing Support

Our partnership with Cookiebot allows us to stay updated on the latest data privacy developments and offer ongoing support to your team. We can answer your questions, troubleshoot any challenges you may face.

Google Consent Mode V2 FAQs

We provide clarity and actionable answers to your most pressing questions. We’ll delve into the intricacies of Consent Mode V2, from its functionalities and implementation to its impact on your data collection and advertising strategies.

Can we use another consent management platform (CMP) instead of Cookiebot?

Yes, Google’s certified consent management platform (CMP) partners can be seen here. We’re working with Cookiebot. We know how to use their platform to implement and configure Consent Mode correctly to ensure we comply with Google’s standards and also wider GDPR and Digital Market Acts 2024 requirements.

Can Assisted help us with another CMP we’re using?

We can help you by letting you know if your Consent Mode has been properly implemented, even if you have chosen to use another partner. We will, however, continue to work with our chosen CMP, Cookiebot. With this partner, we can guarantee proper configuration and implementation.

Is March 6 the final deadline?

March 6 is the deadline that Google has provided for Consent Mode V2 to be implemented. Although there are no guarantees, it is unlikely that you would see drastic action from Google immediately, however, we would recommend ensuring Consent Mode V2 is in place ASAP!

What will happen to our Google Analytics data if we don’t implement Consent Mode V2?

If Consent Mode V2 is not properly implemented and configured, Google Analytics will not be able to collect and model data effectively. This will ultimately lead to inaccuracies in reporting, as well as inefficiencies and missed opportunities in terms of marketing activities.

What will happen to our Google Ads if we don’t do this?

Without Consent Mode V2, data about EEA users won’t be collected by Google Ads. The absence of this data will affect the audiences you can target and remarketing won’t be an option. It will also have an impact on other aspects of Google Ads, such as conversion counting and reporting. Without full sight of what’s going on, it will be much more difficult to optimise Google Ads campaigns and get the best return on ad spend.

What are the benefits of using Consent Mode V2?

Using Consent Mode means:

  1. Data is being collected only from users who explicitly grant permission for you to do so. This means you are respecting your website users’ privacy preferences.
  2. Google Ads and Google Analytics accounts will benefit from conversion modelling. This is where machine learning uses data provided by consenting users to model out website behaviour for non-consenting users. This additional insight can help make informed advertising decisions to get the best return on investment.
  3. Data in Google Ads and Google Analytics remains unaffected and stays visible and accessible. By not implementing Consent Mode V2 data will not be collected by Google services, such as Google Ads and Google Analytics, for EEA users. Without this important information, it will be very difficult to accurately know the effectiveness of marketing activities.
Is Consent Mode V2 a legal requirement?

Yes. Google’s Consent Mode V2 has been brought in by Google to allow it to comply with the Digital Markets Act (coming into effect as early as March 6 2024). Failure to comply could result in substantial fines, periodic penalty payments, an inability to advertise on Google and/or an inability to utilise any data.

We already have a cookie banner, do we still need to do this?

Yes, probably. The new Consent Mode V2 behaves differently from a ‘regular’ cookie banner on a website. In many instances, cookie banners on websites simply notify users about cookies and ask whether the user consents to the use of them. To be compliant with Consent Mode V2, a cookie banner must do several things including ensuring a user’s cookie preferences are explicitly gained and then communicated accordingly to Google’s advertising and analytics tools (e.g. Google Ads and Google Analytics).

How can we tell if we have implemented Consent Mode V2 properly?

There are various tools that you can use to check the implementation of Consent Mode V2, including Google Tag Assistant. For ease, you can contact your account manager who will be able to see if your Consent Mode V2 has been installed correctly, and they will share the details with you.


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