Google Consent Mode V2: what do you need to know

The digital landscape is ever-evolving, and 2023 marked a period of significant changes in digital analytics, transitioning from Google Universal Analytics to Google Analytics 4. The focus on implementing server-side tracking and managing user consent through Consent Mode has become increasingly crucial.

2024 opens with a significant update: starting March, websites not adopting Google Consent Mode V2 will lose access to remarketing in their campaigns.‍

Let's explore why Consent Mode V2 has become essential and what changes it brings for website owners.

What is Consent Mode?

Let's start from the basics: Consent Mode is a mechanism allowing websites to communicate users' consent status to Google for the use of cookies or app identifiers. It influences the behavior of tags, such as those from Google Analytics 4 and Google Ads, ensuring respect for user preferences.

Why Consent Mode V2?

With evolving privacy regulations, Google has adapted. Consent Mode V2 addresses new European regulations, requiring major platforms like Google to demonstrate how data is collected and ensure compliance. This upgrade is crucial for maintaining transparency and responsibility in managing user data.

Changes for website owners with Consent Mode V2

The most significant change is the obligation from March 2024: to run remarketing campaigns based on Google Ads data, site owners must use a Google-certified consent collection platform supporting Consent Mode V2. This requirement extends to data collection for Google Ads and Google Analytics 4. Choosing a certified consent collection platform is imperative to avoid disruptions in advertising campaigns.

Implementing Consent Mode V2

To properly implement Consent Mode V2, adopting a compatible consent collection platform is necessary. Some recommended platforms include CookieBot and Iubenda, certified by Google to ensure compliance with the new version of Consent Mode.

Choosing a consent collection platform compatible with Consent Mode V2 has become a priority. While this update will primarily impact remarketing campaigns on Google Ads, it's crucial to consider alternatives like "server-side" tracking. This approach offers greater precision, improved privacy compliance, reduced impact from ad-blockers, and enhanced data control.

In conclusion, Consent Mode V2 is a crucial element in the 2024 digital landscape. Its correct implementation is vital for ensuring compliance with privacy regulations and the success of advertising campaigns on Google Ads.