Google’s consent modes have been transformative for user privacy. In a world where each and every customer move can be tracked, the search engine’s commitment to putting users first is representative of a privacy shift in the digital marketing landscape.

In this article, we’ll explore what Consent Mode V2.0 is, the process of implementation and what it means for your brand. We will also share how Rooster Marketing’s expertise will be the best possible tool you can utilise to elevate your web development strategy.

 

What is Google Consent Mode?

Google Consent Mode v2 is a tool developed by Google to manage how its advertising and analytic services work based on a user’s explicit consent.

First introduced in 2020, Google Consent Mode enables basic user interaction to still be tracked without compromising a user’s privacy, ensuring it is compliant with GDPR laws. Version 2 provides updates that align with the new Digital Markets Act (DMA), which was implemented in March of 2024.

This update doesn’t negate the need for a consent management platform (CMP) or cookie consent banner, however, it does support these functions in aligning your company with privacy regulations and enhancing a sense of trust with your users.

 

How does it work?

There are a range of Google tags associated with the consent banner on a website.

Google Consent Mode v2.0 adjusts these tags and how they behave according to how the user interacts with a banner on your brand’s website and their consent choices.

These tags include:

  • Ad_storage: stores a user’s personal data for advertising
  • Analytics_storage: stores data for analytics
  • Ad_user_data: collects and uses a user’s data for advertising
  • Ad_personalisation: uses personal data to personalise ads

 

The process

Although it can all sound high-level and technical, the process in which this mode runs is logical and relatively straightforward.

When users encounter a website, they most often encounter a consent banner that they need to interact with to browse the website’s contents. The user then selects their preferences for how they would like their data to be collected and used.

According to the consent given, the website’s CMP will signal to Google tags what tracking metrics have been allowed. Platforms like Google Analytics 4 and Google Ads receive these signals and modify their tracking capabilities and ad content accordingly.

For example, according to Cookie Yes, if a user denies ‘ad_storage’, the Google Ads tag will not store cookies for advertising purposes.

The user always holds the power – they decide what data they’re happy to share and how this information can be used by the business.

 

What is the difference between Google Consent Mode v1 and v2?

Version 2 is a much-needed improvement from Google Consent Mode v1. V2 truly offers an enhanced customisation of the capabilities of consent banners, as well as improved compliance with GDPR.

Version 1 had a focus on collecting data after the user granted their explicit consent. With two primary parameters (ad_storage and analytics_storage), this version could control cookie storage that influences advertising and analytics.

Version 2 provides a more granular level of control of data collection and processing. Through introducing two new parameters (ad_user_data and ad_personalisation) which act to control data usage for the purposes of personalised advertising.

 

Basic vs. Advanced

This new version also introduced Basic and Advanced consent modes.

 

Basic consent mode

Basic mode prevents any data from being collected unless explicit consent is given by the user. This is because the Google tags remain inactive until the user interacts with the banner.

Once consent has been granted, Google tags send this information to Google ads. If consent is denied then Google will receive no data about the user and their activity won’t be tracked.

Without consent, Google then operates on a general conversion model and shows non-targeted ads.

 

Advanced consent mode

Conversely, in advanced mode, Google tags will load immediately, however, they will remain inactive until the user provides their consent. Whilst waiting for input from the user, the website will send across minimal data for modelling purposes.

Once consent has been confirmed, more data is sent to Google, enabling more accurate conversion modelling.

 

How to implement Google Consent Mode v2

There are a few different methods of applying Google Consent Mode to your website cookie policy.

Manual implementation is not recommended due to the complexity of incorporating Google Consent Mode and therefore poses a higher potential for errors.

Google Tag Manager (GTM) is one of the best ways, as it provides a more comprehensive management system with a user-friendly interface, enabling you to manage the data you want to collect and process.

 

What it means for your brand

In 2024, users are becoming more and more concerned with how their digital lives are being tracked and the information that they give up without their consent. Google’s consent modes aim to provide users with more security and reassurance that only the data that they consent to can be used by the businesses they interact with.

This truly indicates a shift. In the future, more and more measures will be enacted to provide users and their privacy, empowering them with the right to choose what they want to share.

 

Knowledge is power

In the digital age, information is an exceptionally powerful tool for businesses to utilise. However, ensuring that you prioritise your users and their values is the key to establishing authentic connections with your audience. Knowledge about their online behaviour will come with time and trust.

 

Experience expertise with Rooster Marketing

Our web development team are committed to making your website the best it can be. Contact us to find out how you can better your business today.