Google Consent Mode V2

What is Google Consent Mode V2?

Google Consent Mode V2 is an extension of the original Google Consent Mode. It was introduced in 2023 to improve data protection and control over user data. This mode allows websites to customize data collection and processing. The adjustment is made depending on whether a user has given their consent or not. This allows websites to be GDPR-compliant and ensure that personal data is only processed with explicit consent.

Obligations and deadlines for websites

Websites that use Google Consent Mode must comply with certain obligations and deadlines in order to continue to operate in accordance with data protection regulations and use Google services effectively. From March 2024 it will no longer be possible for websites to display personalized ads if they do not use Google Consent Mode. From this point onwards, user consent will be absolutely necessary in order to be able to carry out personalized advertising measures

Deadlines and consequences

Furthermore, from Spring 2024 the use of functional elements such as remarketing lists and the integration of Google Analytics 4.0 audiences will no longer be possible without activated consent mode. This presupposes that user consent is obtained and documented correctly. Websites that wish to continue using these functions must ensure that Consent Mode is implemented correctly and that user consent is recorded accordingly.

Another decisive key date is the End of 2024. From this date, conversion tracking via Google services will no longer be possible without Google Consent Mode. This means that website operators must have made all necessary adjustments by then in order to be able to continue processing and evaluating conversion data. These deadlines and obligations underline the importance of a correct and timely implementation of Google Consent Mode in order to avoid legal and functional disadvantages.

Extensions and new parameters

The expansion of the Google Consent Mode V2 brings significant innovations, including two important new parameters: "ad_user_data" and "ad_personalization". These parameters offer companies and website operators additional control and flexibility in the management of user data and advertising measures. This extension ensures that personal data such as user behavior or demographic information is only processed with explicit consent.

New parameters in detail

The parameter "ad_user_data" makes it possible to collect and analyze specific user information, provided that consent has been given. This allows the development of more individualized and data protection-compliant advertising strategies. The parameter "ad_personalization" on the other hand, controls the personalization of advertising content and ensures that it is only adapted to the needs of individual users if clear and necessary consent has been given.

The introduction of these additional parameters makes Google Consent Mode an even more powerful tool for website operators. It offers a more precise balance between data protection requirements and the use of user data for personalized advertising and analytics. These enhancements support the protections of the GDPR by giving users more control over their data while maintaining the effectiveness of digital marketing strategies.

Data protection and GDPR compliance

Google Consent Mode V2 plays a crucial role in ensuring data protection and compliance with the GDPR (General Data Protection Regulation). By customizing data collection and processing based on user consent, Google Consent Mode offers a flexible and compliant solution for the use of Cookies and tracking technologies.

Implementation and role of the CMP

A Consent Management Platform (CMP) is essential for the correct implementation of Google Consent Mode. CMPs such as Cookiebot, UserCentrics and Borlabs enable the collection and management of user consents. These tools ensure that consent is documented and compliance with the GDPR is ensured. They also offer the option of responding specifically to user requests for data deletion or modification.

It is important that website operators integrate and configure their CMPs correctly in order to comply with the GDPR requirements. All settings in Google Consent Mode should be configured in such a way that personal data is only collected and processed with explicit consent. Missing or incorrectly configured CMPs can lead to significant legal and financial consequences.

Google Consent Mode offers various modes to ensure data protection. In the Basic Mode data is only sent with the express consent of the user. In the Advanced Mode anonymized data can also be transmitted without consent, but without the use of Cookies. This distinction strengthens data protection measures and helps websites to meet legal requirements.

Use in combination with Google ad platforms and analytics

Google Consent Mode works seamlessly with the various Google ad platforms and Google Analytics to ensure legally compliant and optimized use of these services. By controlling cookie behavior and data collection, website operators can both maintain the effectiveness of their marketing strategies and comply with legal data protection requirements.

Combination with Google ad platforms

The setting "ad_storage" in Google Consent Mode plays a central role in the use of Google AdsCampaign Manager, Display & Video 360 and Search Ads 360. This setting makes it possible to restrict the use of Cookies for advertising purposes, while conversion data is still reported to Google. By customizing data usage based on user consent decisions, advertisers can precisely control their campaigns while complying with privacy regulations.

Without consent, anonymized data and cookie-less pings are used to perform basic conversion measurements. This ensures that important campaign data remains available even without full consent and that optimizations are still possible. The storage and use of Cookies and other tracking technologies only takes place with the express consent of the user, which fulfills the requirements of the GDPR.

Integration with Google Analytics

The use of the setting "analytics_storage" in Google Consent Mode regulates the use of Google Analyticsespecially version 4 (GA4). This setting controls whether Analytics-Cookies may be stored and used. In the absence of consent, the use of Google Analytics continued as normal, but without the use of Cookieswhich leads to anonymized data collection.

This flexibility allows website operators to gain valuable insights into user behavior without violating data protection guidelines. By integrating Consent Mode, Google Analytics data can still be used to improve website performance and make informed decisions while respecting user privacy.

Implementation and application options

The implementation and use of Google Consent Mode requires certain steps to ensure a smooth and GDPR-compliant integration. Website operators must ensure that all relevant tags are properly integrated and that users' consent decisions are processed correctly.

Technical integration

The technical integration of the tags can either be done directly via the global tag (gtag) or the Google Tag Manager. In many cases, the Google Tag Manager is preferred as it offers more flexibility and control. During implementation, parameters such as "ad_storage" and "analytics_storage" configured accordingly in order to control the behavior of the Cookies and control the use of data based on user decisions.

A Consent Management Platform (CMP) is essential for this. This CMP documents the consents and manages the consents in accordance with the GDPR requirements. When using a CMP, consent flags can be set and transmitted to Google, causing Google services to react accordingly and collect or block data.

Practical application

A common use case is that if users give their consent, the website continues to run normally and all data is collected as usual. If consent is denied, data collection and the tags set must be deactivated automatically. CMPs such as Cookiebot or UserCentrics offer integrations that automate this process and ensure that no unauthorized data collection takes place.

A useful function of Google Consent Mode is the ability to send anonymous, cookie-free pings without cookie consent. This makes it possible to collect basic information about website visits without violating data protection guidelines. To use this function effectively, the website must be adapted accordingly and the consent flag must be correctly transmitted to Google.

In addition, it is recommended to test all implementations in the Developer Console to ensure that the settings are correct and that data collection works smoothly. A careful and accurate implementation of Google Consent Mode helps website operators to minimize legal risks while collecting valuable user data in a compliant manner.