Google Consent Mode is a world where your online ads reach exactly those who want to see them while strictly respecting their personal privacy choices. That’s its purpose. It’s like having a superpower for your advertising campaigns without ever crossing the privacy line. Let’s dive into how it works and the latest updates in Google Consent Mode v2 for 2024.
Understanding Google Consent Mode
Google Consent Mode is a framework that allows websites to manage how Google services respond to users’ consent signals. It serves as a powerful tool for advertisers. This mode balances essential data collection with respecting users’ consent preferences. Essentially, it allows websites to automatically adjust the use of tracking cookies and signals based on the consent obtained from users. This ensures that data is only collected with the user’s explicit approval.
In practice, businesses can continue gathering vital data for targeting and measuring their advertising campaigns. These actions comply with strict regulations, such as the GDPR in Europe. Thanks to Google Consent Mode, advertisers enjoy unprecedented flexibility, enabling them to adjust their strategies in real-time, based on the permissions granted by their audiences.
Benefits of consent mode for B2B companies
Adopting Google Consent Mode brings numerous advantages for B2B companies. Here are some key benefits:
- Simplified compliance: In an era where privacy regulations are constantly evolving, Consent Mode acts as a shield. It ensures that advertising activities stay legally compliant, offering companies peace of mind.
- Optimized Ad performance: Consent Mode allows for more accurate analysis of user journeys and campaign performance, even when data is limited. This leads to more informed marketing decisions and improved ROI from ad campaigns. The chart below shows that Consent Mode helps model approximately 75% of conversions.
Building customer trust: Today, demonstrating a commitment to privacy protection strengthens the relationship between B2B companies and their clients. Respecting users’ consent choices helps build a respectful and trustworthy image.
In summary, Google Consent Mode helps businesses advertise smartly and respectfully. It ensures you maintain a positive reputation, comply with privacy laws, and optimize your advertising campaigns.
Why set up Google Consent mode in 2024?
The upcoming updates are Google’s response to the obligation to comply with the Digital Markets Act by March 6, 2024.
It is crucial to set up Google Consent Mode v2 before March 6, 2024. Failure to do so will result in a ban on using data collected in Europe for Google Ads audience options, such as remarketing.
Latest updates to Google Consent mode v2 for 2024
The digital landscape is rapidly evolving, and Google Consent Mode is no exception. Several important updates are planned for 2024, aiming to improve flexibility and efficiency for advertisers and publishers. Key changes include :
Google is introducing two new consent parameters for advertising :
ad_user_data: use of user data for advertising purposes.
ad_personalization: personalization of ads (remarketing).
These two new consent options offer increased precision for advertising objectives. Initially, consent was limited to just the ad_storage option. Thanks to this advancement, users can now specify whether they want to share their data (ad_user_data). Additionally, they can express their preference on whether they want to be targeted by personalized ads in the future (ad_personalization). This is separate from giving consent for the use of cookies or other trackers (ad_storage).
New consent modes
Google is introducing two consent modes:
- Advanced Consent Mode.
- Basic Consent Mode.
With Advanced Consent Mode, advertisers can load tags even before the user grants consent in the consent manager. In fact, the primary difference lies in this aspect.
The functions of Advanced Consent Mode offer several benefits. Advertisers can define user behavior for a specific geographic region and transmit the advertising click ID, customer ID, and session ID through the URL for users who have not provided consent. Indeed, the behavior of Google tags/SDK adjusts based on user consent. This includes the creation of cookies, the transmission of user data, and remarketing capabilities. Additionally, Google Consent Mode maximizes the signals sent to Google Ads. As a result, it provides a more accurate representation of conversions and conversion rates through modeling, leading to enhanced data acquisition to optimize advertising campaign effectiveness.
With Basic Consent Mode, Google tags/SDK remain inactive until the user gives explicit consent to the consent signals. Without this approval, no data is collected.
These updates aim to make Google Consent Mode even more indispensable for advertising campaigns. More specifically, a respectful and efficient data collection process is ensured through these changes.
Key steps to configure Google Consent Mode v2
Now you’re ready to set up Google Consent Mode v2 ! Let’s walk through the key steps for using gtag.js. It’s important to note that it’s also possible to implement Consent Mode using Google Tag Manager. Setting up Consent Mode may seem daunting at first, but it’s a fairly straightforward process if you follow these key steps:
Choose the consent mode
As you already know, you can choose between Advanced Consent Mode and Basic Consent Mode. Before starting, ensure that the Google tag is properly integrated across all the pages of your website. The code related to Consent Mode must be implemented on each page of your site.
Integration of the Consent tag
The second step is to add a special snippet of code, known as the ‘consent tag,’ to your site. This tag will communicate with Google’s tools to ensure they respect your visitors’ choices.
Basic consent mode : With the basic implementation of Consent Mode, you prevent the Google tag from loading until a user has provided their consent. To implement this Consent Mode: Before the user gives their consent, block the collection of Analytics data and establish a default consent parameter. Once a user provides consent, proceed with activating the collection of Analytics data.
- In the section <head> of your website, initialize the dataLayer object before integrating the code for your consent banner. Set the default consent parameters within this data layer. This action will not trigger your Google tag since the Google tag library has not yet been loaded.
- Integrate a function capable of tracking interactions with the consent buttons and record these actions via localStorage or cookies.
- Load the consent banner.
- Transmit the consent banner interaction data to the data layer.
- Load the Google tag once the user provides their consent.
Advanced consent mode : To configure this Consent Mode: Before the user gives their consent: establish a default consent status. Then, update this status based on how the user interacts with your consent options.
To configure the Advanced Consent Mode, use the code below in the gtag script. This code can be applied according to your needs. For more information, refer to Google’s documentation.
The order of code execution is fundamental. Indeed, the functionality of consent relies on executing specific code segments in the intended sequence. However, even if precise needs may differ depending on the business context, it is recommended to adhere to this sequence.
Configuring your settings
Next, you need to tell Google how you want it to manage data based on users’ consent. It’s like setting privacy preferences to ensure everything is in order.
Testing and validation
Once everything is set up, it’s crucial to test if everything works as expected. Google offers tools for this, such as Tag Assistant. These tools help verify that Consent Mode is properly configured and operational.
Note, if you’re already using Consent Mode: To upgrade to Google Consent Mode v2, users must send two new parameters: “ad_user_data” and “ad_personalization.”
With these four steps, you’re well on your way to using Google Consent Mode v2 effectively, respecting both your users’ privacy and privacy regulations.
Future trends and impact on digital advertising
As awareness of online privacy grows, future trends in digital advertising will shift towards greater transparency and respect for personal data. Google Consent Mode is at the forefront of this evolution, demonstrating how technology and privacy can coexist.
Responsible personalization : Brands will continue to personalize their offers but in a more respectful manner, relying on anonymized data and explicit user consent.
Compliance as a competitive advantage : Companies that demonstrate a clear commitment to compliance and privacy protection will stand out, attracting customers increasingly concerned about these issues.
Innovation in data collection : New data collection methods that respect privacy will emerge, reducing reliance on third-party cookies and strengthening user trust.
Conclusion
Google Consent Mode represents a significant advancement in how companies interact with user data, balancing targeted marketing with respect for privacy. With the 2024 updates, this tool is set to become even more central to digital advertising strategies. It will guide companies through the challenges of compliance and campaign effectiveness.
As we navigate this constantly evolving digital future, one thing remains clear: respecting user privacy is not just a legal obligation but an essential component of business success in the digital space. By embracing tools like Google Consent Mode, brands can not only comply with regulations but also build lasting trust with their customers.
Let’s keep all this in mind, and in the meantime, make sure to properly configure Google Consent Mode v2 before March 2024. If you need help with Google Ads topics, feel free to reach out to a Google Ads agency. 😉
