Google Consent Mode v2

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Frequently asked questions about Google Consent Mode v2

To help you better understand Google Consent Mode , cookies, the GDPR and the legal use of Google services, we have summarized the most frequently asked questions for you here.

• What is Google Consent Mode ?

  Google Consent Mode is a feature from Google that works with the cookie banner or privacy widget on your website. This technology automatically sends signals from your cookie banner to the Google tools integrated on your website. It can therefore provide data to help Google understand your website’s conversions, even under limited data protection conditions. The signals that the cookie banner sends to Google contain information about analytics, ads, personalization and data sharing. Without these signals, Google is unable to track user or e-commerce data or perform personalization. And to be able to send these signals, using a Google certified CMP is important.

• How exactly does Consent Mode work?

  When a user gives their consent, the consentmanager cookie banner sends the Google Consent Mode signal to the Google tags on your website and everything works as usual. If a user does not give their consent, Google limits data collection for that category of user and no longer counts. Using Google Consent Mode the cookie banner sends a signal to Google so that Google understands the user’s decision. Google then uses, among other things, conversion modeling with machine learning to make connections between specific interactions and conversion events. For advertisers, this means they will be able to better understand how their conversion goals are being tracked – thanks to modeling, this will be the case even if the visitor has not consented.

• What is the update for Google Consent Mode v2? And what is EUUCP?

  All publishers and advertisers who place ads in the European Economic Area and use Google’s services will in future be subject to the “Google European Union User Consent Policy” or EUUCP. Google thus dictates to website operators how Google services may be used in terms of data protection. The most important regulation: From March 2024, websites will be required to a consent banner from, for example a Google certified Consent Management Platform (CMP) and to use Google Consent Mode v2. Furthermore, Google’s behavior when counting advertising campaigns (e.g. tracking orders) is changing: counting only happens if the user has given their consent and the corresponding signal was sent back to Google via Google Consent Mode v2. If you want to measure conversions in the future, a certified CMP with Google Consent Mode v2 is important.

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Who is Google Consent Mode (GCM) relevant for?

Google Consent Mode is relevant for publishers, advertisers, marketing agencies, web agencies and companies that implement consent banners and use Google Analytics or Google Ads.

• Advertisers

  Advertisers can effectively track the performance of their ads. Learn more about ad campaign spending and optimize your ad bidding strategies.

• Digital marketers, agencies

  Online marketers who need to obtain user consent for advertising and analytics can use Consent Mode and continue to collect important data. This leads to better performance marketing results.

• Website operators who set Google Ads or Analytics on their website

  For website owners, this means a better understanding of the user journey through more aggregated data about conversions on their website.

On average Consent Mode recovers around 65% of the conversions that would have been lost without Consent Mode if the user’s consent had not been given. This data point highlights the effectiveness of the conversion modeling approach in recovering lost conversions without explicit consent. However, advertisers must be aware that a minimum number of 100 ad clicks per day is required to use modeling. Therefore, advertisers should ensure that their advertising campaigns reach this threshold.

Users of Google Consent Mode v2 also have the option to choose between the options ‘Advanced’ (without blocking) and ‘ Basic ’ (with “hard” blocking) within Google Consent Mode . By choosing between these options, advertisers can tailor their user consent and tracking settings to their specific privacy needs.

Advantages for advertisers

• Higher data quality

  Only with Google Consent Mode can you track and measure all your data. Built-in conversion modeling allows you to additionally track data lost due to user consent selection. 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 selected as one of the “gatekeepers” for the new Digital Markets Act enforced by the European Commission, higher data protection requirements must be implemented here. Google Consent Mode v2 is therefore required by Google for all visitors/app users from the EEA + UK (regardless of the country of the website or app owner).

• Easy integration

  Google Consent Mode can be used with the following Google services.

  • Google Ads (including Google Ads conversion tracking and remarketing)
  • Google Analytics
  • Google Floodlight
  • Google Conversion Linker
• Use a Google certified CMP
  Please note that according to Google’s requirements, it is important to use a Google certified CMP that supports Google Consent Mode v2.

LEGAL FRAMEWORK

Which legal framework is relevant for Google Consent Mode ?

Not all data protection laws around the world are relevant to the use of Google Consent Mode , but in general, data protection laws that impose significant requirements on websites and companies regarding how they collect, process and handle user data are relevant to Google Consent Mode . Therefore, companies that comply with these regulations should urgently review the use of Google Consent Mode :

• General Data Protection Regulation (GDPR) & ePrivacy Regulation

  This data protection law applies throughout the European Union, even if companies are not necessarily based in the EU but have customers or visitors in the EU. The GDPR or its “sister”, the ePrivacy Regulation, requires website users to give their explicit, informed consent to data processing in certain cases.

• EU User Consent Directive (EUUCP)

  The EU User Consent Policy (EUUCP) is a Google policy that requires users of Google services to disclose the use of cookies on their website or app and to obtain consent from end users in the European Economic Area and the United Kingdom. This policy reflects the requirements of the two main European data protection laws, the General Data Protection Regulation (GDPR) and the ePrivacy Directive, as well as the corresponding UK data protection laws.

• Google Consent Mode helps comply with this policy by allowing publishers and advertisers to dynamically adapt the behavior of Google tags to users’ consent preferences, while ensuring that no identifiable information is transmitted to Google if consent has not been given.

Please note that using Google Consent Mode does not mean that your website/app is GDPR compliant. To determine if you are GDPR compliant, you can run a quick scan using our GDPR Compliance Scanner here.

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• What is consentmanager and how can consentmanager help your company?

  consentmanager is a Google-certified CMP tool – simply speaking, a “cookie banner”. It helps you comply with all important data protection regulations worldwide. In particular, consentmanager has worked closely with Google to ensure compliance with the new Consent Mode v2 requirements and to ensure support for Consent Mode for its customers. With servers located exclusively in the EU, consentmanager is ready to support you as an advertiser in your advertising activities. With Cookie Website Scanner, your website will be notified of any privacy policy changes.

  consentmanager CMP is available in over 30 languages ​​and is suitable for companies of all types and sizes, from publishers and advertisers to marketing agencies, marketers and e-commerce operators. The extensive features of our CMP range from highly customizable banners, live reports, or an integrated crawler, to features that help you increase your cookie acceptance rate. Thanks to integrated A/B testing and optimization with machine learning, our customers typically achieve up to 15% higher acceptance rates.

• consentmanager , Google partner and Google certified CMP

  As a consent management platform (CMP) certified by Google consentmanager has a lot to offer you as a website operator or app developer. Our tool integrates seamlessly into Google’s services. We provide you with a user-friendly interface that gives you granular control over user consent and enables compliance with global data protection regulations. Thanks to years of experience in the ad tech industry, with regulatory authorities or standardization bodies such as the IAB, we offer customization, compliant data recording and keep pace with changing legal requirements. We offer our customers various integration options, including plugins for WordPress, Magento and Shopify, as well as comprehensive monitoring and reporting tools with over 12 dimensions and more than 30 metrics in our reporting tool.

  Let consentmanager be your trusted Google CMP to help you achieve your advertising goals and maximize your cookie acceptance rates.

We have already helped more than 25,000 websites to comply with GDPR, TTDSG & ePrivacy

Our clients include some of the biggest websites and best known brands in the world.

… and many more.