Google Consent Mode V2

The Google Consent Mode (Cookies Consent Mode) is a tool provided by Google to help website administrators comply with data protection regulations, such as the European Union's General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).

Essentially, Google Consent Mode allows websites to adjust the behavior of Google tags (such as Google Analytics and Google Ads) according to the user's consent status. This means that website administrators can collect and use data according to the consent choices given by their visitors. Specifically, Consent Mode provides two main functions:

• Analytics Storage: Controls the use of cookies used to store data about user behavior on the website.
• Ads Storage: Controls the use of cookies used for advertising purposes, such as displaying personalized ads.

All professionals and advertisers placing ads in the European Economic Area and using Google's services will in the future be subject to Google's "EU User Consent Policy" or EUUCP.

Google therefore dictates to website operators how Google's services can be used concerning data protection.

The most important regulation: From March 2024, websites will be required to have a consent banner from a Google-certified Consent Management Platform (CMP) and to use Google Consent Mode V2.

Additionally, Google's behavior in counting ad campaigns (e.g., order tracking, calling the business phone, filling out a form) is changing: counting will only occur if the user has given their consent and the corresponding signal has been returned to Google via Google Consent Mode v2.

If you want your ads to track conversions and contain personalized content (e.g., remarketing), it is essential to install the new Google Consent Version 2.

When does it take effect?

From early March 2024, websites and e-shops will be required to have a consent management banner from a Google-certified platform that will directly send "signals" to Google ads, Google Analytics, and other Google services.

With Consent Mode, when a user does not give consent for data collection, Google tags automatically adjust to avoid storing or reading cookies related to those functions. This allows administrators to continue using Google services without violating data protection regulations, while also enhancing transparency and user trust.

How does Consent Mode work?

To use Consent Mode, administrators must embed specific code in their websites that will detect users' consent choices. This code communicates with Google tags and adjusts their behavior based on the consent data. The installation is not simple and takes a considerable amount of time, which should be supported by special software for choosing the cookie template, such as Cookiesbot (https://www.cookiebot.com).

For example:

• If the user gives consent for the storage and use of cookies for analytical purposes, Google Analytics tags will function normally.
• If the user does not give consent, Google Analytics tags will be modified so they do not store cookies that could collect personal data.

Advantages of Consent Mode

• Compliance with regulations: Helps businesses adhere to data protection regulations such as GDPR and CCPA.
• Maintaining functionality: Allows the use of Google services with minimized risk of data breaches.
• Enhancing trust: Improves transparency and user trust in data management.

Google Consent Mode is a significant tool for protecting user privacy while maintaining the capability for website analysis and advertising.

Comparison between Google Consent V1 and the new Google Consent V2

Version 1:

• Google Consent Mode is optional and used to enable modeling.
• Using a Google-certified Consent Management Platform is optional.
• Counting occurs when the user has given their consent, either through Google services or other third-party services.

Version 2:

• Google Consent Mode is required for tracking.
• Using a Google-certified Consent Management Platform is now mandatory, with an implementation period lasting until March 2024.
• Counting occurs only if the user has given their consent and the corresponding signal has been sent back to Google via Google Consent Mode.

Who is affected by Google Consent Version 2?

Google Consent Version 2 affects all companies, specifically e-commerce, internet advertising companies, marketing firms, web companies, and generally all companies that implement consent banners (Cookies) and use Google Analytics or Google Ads.

Benefits of using Google Consent Version 2

• Higher data quality: Only with Google Consent Mode can you track and measure all your data. Built-in conversion modeling allows you to track additional data lost due to user consent choices. Conversion modeling is used to close these data gaps.
• Better compliance: Google Consent Mode v2 can help websites better comply with GDPR and ePrivacy. Since Google has been chosen as one of the "gatekeepers" for the new Digital Markets Act imposed by the European Commission, higher data protection requirements must be applied here. Therefore, Google Consent Mode v2 is required by Google for all visitors/users from the EEA + UK (regardless of the site or app owner's country).

Even if you have a banner for user data collection consent, it must be adapted to comply with Google's Consent Mode.

Thus:

If you use a Google-certified Consent Management Platform (CMP), the CMP provider will automatically update to the latest version of the consent mode.

The Google-certified CMP providers are as follows:

• Commanders Act
• Complianz
• Consent Manager
• Cookiebot
• Cookie First
• Cookie Information
• Cookie Script
• CookieYes
• Didomi
• iubenda
• One Trust
• Osano
• Secure Privacy
• Sirdata
• Termly
• Usercentrics

Google Consent Version 2 from Artnoise Host

Artnoise Host fully undertakes the implementation and connection for those using one or more of the following Google services:

• Google Analytics
• Google Ads
• Google Tag Manager

Learn more about the implementation cost of the program. MORE....