Google Consent Mode V2 Explained

Google Consent Mode V2: Everything You Need to Know

Google Consent Mode V2 is the next evolution of Google's Consent Mode, designed to help websites manage user consent for cookies more effectively. As discussed in our article Google Consent Mode V2 Deadline is Approaching, this updated version offers new features that make it easier to respect user privacy while still allowing websites to gather valuable insights.

Launching in November 2023, Consent Mode V2 introduces essential updates that all websites must implement by March 2024. However, it’s never too late to implement it now.

Google Consent Mode V2 Explained

Background

Consent Mode V2 is an updated framework that aligns with stringent privacy regulations under the DMA, mandating that companies like Google obtain explicit consent before collecting and utilizing personal data of European users. This new mode enables advertisers to manage and configure consent settings more effectively, ensuring that data collection practices are in compliance with legal standards.

From March 2024, advertisers using Google Ads for remarketing or auto-bidding must implement Consent Mode V2. This is crucial for ensuring that data collection and processing meet the regulatory requirements stipulated by the DMA.

Without Consent Mode V2, advertising platforms will not capture data on new EEA users. This restriction can severely impact the ability to collect audience data, measure campaign effectiveness, and execute targeted advertising strategies. Advertisers must adapt their strategies to incorporate Consent Mode V2.

What’s New in Google Consent Mode V2?

Cookieless Pings (Advanced Consent Mode)

Google Consent Mode V2 introduces Cookieless Pings, an advanced feature that allows consent mode to function without relying on third-party cookies. This innovation prioritizes user privacy by using data modeling techniques to enhance Google's services and provide better reporting and optimization, all while adhering to user consent.

Google Consent Mode now leverages the following flags:

• advertising_storage
• analytics_storage

New Consent Status Flags in Consent Mode V2

Google has also introduced new parameters in Consent Mode V2, giving users greater control over their data while enabling websites to continue gathering essential insights within the boundaries of user consent.

The new parameters include:

• ad_user_data: Determines if user data can be used for advertising purposes and shared with Google.
• ad_personalization: Manages whether personalized advertising (such as remarketing) is permitted based on user consent.

These parameters are particularly important for services like Google Ads, Google Shopping, and Google Play, ensuring they function effectively while respecting user privacy.

How UniConsent Simplifies the Implementation of Consent Mode V2

UniConsent offers a seamless way to integrate with Google Consent Mode V2, allowing your website to stay compliant without compromising data quality.

By using the UniConsent Consent Management Platform (CMP), you can effortlessly implement Google Consent Mode V2 on your site.

For existing UniConsent users, ensure Google Consent Mode is enabled in your dashboard and verify that your setup follows the latest guidelines.

Basic Implementation of Consent Mode

1. Set up the UniConsent CMP to manage user consents.
2. Make sure Google Analytics 4 (GA4) tags and other Google tags will only be loaded when a user consents to cookies; if a user declines, these tags will not fire.

Advanced Consent Mode Implementation

1. Configure the UniConsent CMP to manage user consents.
2. Load the Google Analytics (GA4) tag by default, allowing the CMP to communicate with Google tags. Ensure the default stub codes are loaded before any Google tags, or manage all your tags using Google Tag Manager if you have integrated the UniConsent Template in Google Tag Manager.
3. Google tags will send cookieless pings to Google for data modeling, powered by Consent Mode V2.

How to Verify Your Consent Mode V2 Implementation

To ensure that your Consent Mode V2 implementation is functioning correctly, use Google Tag Assistant or the Chrome console. Detailed instructions can be found here: Verify the Setup.

You can install UniConsent Consent Validator to verify Consent Mode data is passing on your webpages.

Verify Consent Mode is working with UniConsent Consent Validator

About UniConsent

UniConsent CMP is a certified CMP for Google and IAB TCF, working with leading publishers and marketers and serving tens of millions of users per day to provide a seamless privacy experience for both users and publishers and marketers in the post-GDPR era. Contact us to learn more: hello@uniconsent.com