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Google’s New Consent Mode V2: The Ultimate Guide for Marketers!

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As we already know, digital marketing is changing all the time, and privacy restrictions and regulations are no different, with systems and apps needing to be updated to meet the latest laws.

This March 2024, users must have the latest version of Google Consent Mode (Version 2) implemented to ensure that they are not losing data from users opting out of consent and they are compliant with the New Digital Markets Act (DMA).

What is Google Consent Mode?

Google Consent Mode is a feature provided by Google that allows website owners to adjust how Google’s tools work, based on the consent given by users, for data collection and cookies. In simpler terms, it’s a way for websites to respect users choices about privacy.

When you visit a website, you often see a pop-up asking if you agree to the website using cookies and collecting certain data about you and your visit.

Google Consent Mode helps websites manage this process with Google’s tools like Google Analytics and Google Ads. If you say decline cookies or data collection, Google Consent Mode will tell these tools to change the way they work and limit the data they collect, to respect your privacy choice.

How to implement Google Consent Mode

Consent Mode can interact with a website’s Consent Management Platform (CMP). This type of software collects and manages each visitor’s consent or non-consent to the installation of cookies on their browser, and to the processing of their data.

CMPs are not the only solution for meeting legal requirements relating to cookies, consent and data processing – but they are widely considered the most convenient tool for the job.

Let’s go through how a CMP interacts with Consent Mode to facilitate GDPR-compliant use of Google tags and scripts.

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How do you implement Google Consent Mode 2?

Google Consent mode works with your existing consent banner to tell platforms whether users have agreed to be tracked. Google Consent Mode is not a standalone feature but requires a consent management platform (CMP) to function.

A CMP provides a consent banner and the controls you need to customise and manage your consent settings. Google has a list of recommended Consent Management Platforms and using one of these is the easiest way to get Consent Mode V2 up and running. They also have a CMP comparison table, so you can select the CMP that is right for you.

Implementing Google Consent Mode involves a few steps and depends on whether you use Google Tag Manager or not.
Google Consent Mode V2 features two implementation modes – basic and advanced. In the basic mode, it blocks Google tags from loading until users interact with the consent banner, ensuring that no data is collected before consent. In the advanced mode, Google tags load before the consent banner is shown, and they send cookieless ‘pings’ if consent if its then declined by the user.
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