Google Consent Mode v2: Everything you need to know

Google Consent Mode v2 will be mandatory from March 6th 2024 and offers both a basic and an advanced implementation.

In order to continue using Google Ads or GA4, implementation is required.

But what about compliance? We have checked whether the use of Google Consent Mode v2 complies with the data protection regulations. Here's what we found out.

This article covers the following points:

1. What is Google Consent v2?

2. What are the key updates within Google Consent v2?

3. Is it possible to use Google Consent Mode v2 according to regulations?

4. What should IT managers be aware of and what specific measures can be taken?

5. What should marketing teams know about Google Consent v2?

6. Do you need help updating your privacy policy?

What is Google Consent v2?

Google Consent Mode v2 is a significant update aimed at improving user privacy and ensuring data compliance. It is an interface that informs Google what consent the users have given in relation to cookies. This interface is only activated if users reject cookies on your website. If you agree, Google will use its cookies for tracking purposes as usual.

What are the key updates to Google Consent v2?

Key features of Google Consent Mode v2 include the introduction of two additional parameters to the Consent Mode API: ad_user_data and ad_personalization. These parameters allow websites to more accurately manage and display users' consent preferences, particularly regarding advertising data and personalized ads.

Is it possible to use Google Consent Mode v2 according to regulations?

When using tools like Google Consent Mode, the default setting plays an increasingly important role. To comply with the principles of the GDPR, the basic settings of the tags "analytics_storage" and "ad_storage" should be set to the value "denied" by default. You should also block Google tags unless the user has given their consent. According to Google, this is possible in "consent mode with basic implementation."

What should IT managers be aware of and what specific measures can be taken?

Regarding the possible impact that Google Consent Mode v2 settings may have, you should take the following steps:

1. Evaluate Google Analytics and Google Consent Mode v2 to determine which mode is useful for you. The basic version might be enough for your needs.

2. Explore alternatives and consider European or local providers to reduce your reliance on Google Analytics.

3. Consider implementing tracking server-side to minimize risk.

4. Update your privacy policies to ensure users are adequately informed and your transparency obligations are met.

What should marketing teams know about Google Consent v2?

Some providers already support Google Consent Mode v2. Website owners should check whether their traffic sources are compatible and consider implementing a consent management platform that supports this. This helps ensure you remain compliant with data protection regulations and minimize negative impacts on your marketing campaigns.

It is important to note that consent mode does not replace a regular cookie banner, but is linked to it. The website operator remains responsible for obtaining user consent.

Do you need help updating your privacy policy?

We can help you to ensure compliance. In the past we gave assistance too many companies to keep their privacy policies up to date. Feel free to contact us and we are happy to help.