Consent Mode v2 – Key Insights You Need

Google Consent Mode v2 is an updated procedure for obtaining a user’s consent to a website’s use of their data while protecting their privacy. The new version of the mode will go into effect as of the start of March 2024.  When entering the site, the user must have the option to allow only the consents he or she chooses related to the processing of personal data. Accordingly, the tracking script should be run only after users’ confirmation.

This process is to ensure that tracking for the use of data in advertising campaigns is done entirely with the user’s consent.

In order to guarantee the current and property performance of the emitted Google Ads campaigns, parameters must be placed in the tracking code to determine the consent status of a given user. Implementing Consent Mode v2 prior to March 2024 is crucial for maintaining the quality of target groups and the reliability of measurements.

Remember, it’s the website owner who is responsible for implementing the appropriate cookie banner technology in accordance with the new rules, as well as for the correct collection of consents related to the processing of personal data. It is possible with the support of CMP software, a consent management platform, and an in-house solution.

Compliance with the new rules is mandatory for all companies using Google Ads starting from the beginning of March 2024. Failure to adhere to this regulation is expected to result in significant restrictions from the standpoint of running advertising activities, such as blocking remarketing-based campaigns and even limitations on conversion tracking. These consequences can have a significant impact on the proper optimization of campaigns and the measurement of their effectiveness.

The use of incomplete, and therefore not completely authoritative, data can have a negative impact on the performance of algorithms in campaigns focused on maximizing conversions, among other things.