article cover image

Empower User Privacy on Your Website with Google Consent Mode v2

article cover image

Byte BlogMay 20, 2024

While fostering a user-centric digital environment, Google Consent Mode v2 guarantees adherence to data privacy laws, hindering possible legal issues.

In the modern digital world, gaining the trust of your website’s visitors through user privacy is crucial. One of the best ways to gain this trust is to provide your website visitors with control over their data and privacy. With Google Consent Mode v2, allowing and empowering you to give your visitors control over their data, you can build trust and improve user experiences. While fostering a user-centric digital environment, Google Consent Mode v2 guarantees adherence to data privacy laws, hindering possible legal issues.

What is Google Consent Mode?

The Google Consent Mode lets website owners control user consent for cookies and app identifiers used by Google tags. In essence, it enables Google services like Analytics and Ads to receive information about a user's consent choices. This guarantees that the data-collecting process complies with user preferences and cultivates an online environment that respects users' privacy.

In 2020, the first version of the Google Consent Mode was released to comply with GDPR and enable data gathering for Google Analytics and Google Ads. Updated to comply with the new Digital Markets Act of the EU (dated March 2024), is the Google Consent Mode V2.

A New and Detailed Approach to User Consent: Google Consent Mode v2

Google Consent Mode V2 is an enhanced version of the first release, built specifically with stricter privacy laws in mind. This update is critical for website owners and marketers who use Google's advertising and analytics products.

It gives website owners more precise control over user consent, enabling them to:

  • Indicate which Google services, with approval, are allowed access to user data: This enables you to customize user options for data gathering. For instance, a user may consent to the collection of analytics data yet object to its usage in ad targeting.

  • Identify geographical differences in consent behaviour. By defining distinct behaviours for several geographic regions, v2 enables you to guarantee adherence to regional laws.

Google Consent Mode v2 works by introducing four tag settings the first two of which were in the first version as well:

  • Analytics_storage, asks the user to consent to their data being used for analytics

  • Ad_storage, asks the user if they consent to their data being used for advertising

  • Ad_user_data (new), controls whether user data is sent to Google for advertising purposes.

  • Ad_personalization (new), controls whether user data is enabled for remarketing.

Options of Google Consent Mode: Basic vs. Advanced

Google Consent Mode offers two different options: basic and advanced.

The basic option of Google Consent Mode took a rather restrictive stance to ensure user privacy. Until a user specifically interacted with a consent banner, Google tags were fully blocked. This meant that unless the user gave permission, no data was shared with Google. Although user control was guaranteed, data-gathering capabilities were restricted until consent was obtained.

In the advanced model, Google tags are installed before users are presented with a Cookie Consent notification and Google collects non-cookie data that are not personal identifiers. Google uses this data to make the modelling more accurate using data such as device type, country, and browser type.

Benefits of Using Google Consent Mode v2 for Website Owners

Through Google Consent Mode v2, website owners can better handle user privacy and data collecting with a solid resource. Firstly, by giving website users authority over their data, v2 promotes a user-centric approach. Also, v2 guarantees adherence to regional data privacy laws, such as the CCPA and GDPR; therefore, you can avoid legal issues. Moreover, the granular control Google Consent Mode v2 provides makes personalised data-collecting tactics possible. Based on consent, you can choose which Google services—such as Analytics and Ads—receive user data. Building on these benefits, using Google Consent Mode v2 could enhance user trust and brand reputation, demonstrating your commitment to user privacy.

The Importance of Google Consent Mode v2 for Google Ads

The key feature of Consent Mode V2 is that it allows Google to receive non-personal data for conversion modelling. Non-identifiable data, such as device and conversion types, region, time of day, and browser type, are included in this data, which is provided via cookie-free signals. This enables Google Ads, even in cases where users have not granted permission for cookies, to access certain data and generate conversion models.

Finding the Correct Balance with Google Consent Mode

Ultimately, Google Consent Mode v2 enables website owners to achieve the ideal balance. Giving users control over their data allows you to respect their privacy while yet using valuable data collection techniques to improve user experience and your website. By leveraging Google Consent Mode and its features, you can create a user-focused and privacy-conscious online environment for your website and visitors!