Google Consent Mode V2: What it is and how it will affect ads

The issue of data protection regulations and laws was taken to heart by the European Union several years ago.

In 2018, we saw the first big step of modern changes that aim to protect the user and their information on the internet.

This was the introduction of GDPR, a regulation that obliges companies to follow certain rules when handling personal data.

One of these relates to explicit consent when using user information for advertising purposes.

You know - the annoying pop-ups that pop up on every site asking you if you want cookies, that is, if you agree to them recording your information.

And you must be in a hurry to close them to read whatever interests you?

💡 Now our friends at Google are taking another step towards protecting personal data and strengthening the enforcement of the consent regime.

Google Consent Mode V2 makes things even more interesting for companies that use Google products.

What is Google Consent Mode?

👉 A tool developed and launched in 2020 by the internet giant.

It takes the information about the user's choice and consent to the use of cookies and passes it on to Google tags on your website.

It allows you to use Google products such as Analytics, Ads and others in a legal and privacy-friendly way to:

• monitor the performance of your advertising campaigns;
• track user behaviour on your website and use the data in advertising campaigns;
• create a model of the behaviour of non-consenting users.

Google Consent Mode does not replace cookie consent forms.

The idea is to work alongside them to make sure you comply with GDPR rules while not losing valuable information about your users.

What is Google Consent Mode V2?

The updated version became mandatory on March 6, 2024 and is linked to the provisions in the new EU Digital Markets Act.

Two new user choice parameters have been added to the previous two. Thus they become the following:

• analytics_storage: requests consent from the user to store their data in analytics cookies.
• ad_storage: asks for the user's consent to save their data in advertising cookies.
• ad_user_data (new): requests consent from the user to use their data for advertising purposes.
• ad_personalization (new): requests consent from the user to use their data for remarketing.

👉 The user consents or not via the cookie banner, and the information is sent to Google's platforms.

In order to continue to use user data in the EEA for analytics, ad personalisation and remarketing, you must have their consent to do so and send the alerts to Google.

Otherwise...

How will Google Consent Mode V2 affect ads?

To continue showing personalized and remarketing ads, you need Google Consent Mode V2 starting this year.

If you haven't implemented it yet, do so immediately.

❌ Otherwise, your remarketing audiences will stop refreshing, decreasing over time until they are completely empty and your ads stop showing.

There is no need to be frightened by this apocalyptic picture.

Implement Google Consent Mode V2 now and take advantage of Google Analytics 4 features like the new consent setting that makes it easy to make sure alerts are received.

What are the advantages of Google Consent Mode V2?

As much as you may not believe it, there are.

💡 The use of Google Consent Mode and now V2 allows for modeled data collection.

Here, artificial intelligence is used to fill in the gaps of information about the user's behaviour if the user has not consented to its retention and use.

This is done by analysing the behaviour of other users who have given consent.

But let's face it - if someone doesn't consent to you using their information, they're less likely to complete an order on your site. That's what Google's data shows.

💡 So another important advantage of Google Consent Mode V2 is that it actually enables you to get better results with your ads because it ensures a more engaged audience.

If someone hasn't consented to see your ads, the likelihood that they won't click, buy anything or even hide them is high.

All this could affect your Quality Score in Google Ads. And it directly affects the prices you pay and the effectiveness of the ads in your account.

What will be the future of digital marketing with Google Consent Mode V2?

👉 Google Consent Mode V2 improves the user experience and creates a sense of trust with users.

👉 The result is more engagement and easier retention of current customers.

👉 At the same time, it gives advertisers the ability to more accurately collect data on ad performance and user journey on their website.

The idea of this tool and its updated version is to strike a balance between online privacy protection and online advertising effectiveness.

Look at Google Consent Mode V2 as a valuable marketing tool, not as an obstacle to your advertising strategy.

For questions or advice related to Google advertising, you can always contact ADvantage digital agency.