Google Consent Mode V2

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.

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.

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!

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.

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.

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.

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.

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).

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.