1. What is Google Consent Mode v2?
2. How does Google Consent Mode v2 differ from the previous version?
3. What are the new key features of Google Consent Mode v2?
As mentioned, the new and advanced Google Consent Mode v2 features two key settings related to ads and personalization:
- ad_user_data, and
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ad_user_data in Consent Mode v2
The ad_user_data setting determines whether personal data is sent to Google based on user consent. “Google” in this context refers to services like Google Ads, Google Shopping, and Google Play.
ad_user_data can have two values, depending on whether a user gives consent: “granted” or “denied.”
If a user agrees to advertising cookies on the cookie banner, thus consenting to share their data with Google, ad_user_data will be set to “granted.”
However, this only works if the banner’s language aligns with Google’s standards for compliance.
ad_personalization in Consent Mode v2
The ad_personalization setting controls whether personal data can be used for purposes such as remarketing.
Similar to ad_user_data, ad_personalization has two possible values based on user consent: “granted” or “denied.”
If a user agrees to advertising cookies on the cookie banner, thus consenting to their data being used by Google for ad personalization, ad_personalization will be set to “granted.”
However, like ad_user_data, this functionality is contingent on the banner’s language being in line with Google’s standards for compliance.
4. Why is Google updating the Consent Mode?
A web-based advertising ecosystem that benefits advertisers, publishers, and consumers must be founded on trust in respecting end-users’ privacy preferences.
The ePrivacy Directive and the GDPR govern the storage and access of data on user devices, requiring a legal basis, predominantly consent, for all personal data processing activities.
The Digital Markets Act will compel Google and other major online platform companies to make various changes in their products and services.
Google Consent Mode v2 represents one of Google’s initiatives to promote and ensure compliance on the web, including their own adherence to these regulations.
5. How does Google Consent Mode v2 help advertisers
6. Does Google Consent Mode v2 use AI?
Google Consent Mode version 2 incorporates AI, particularly machine learning, in its Conversion Modeling approach.
When users consent to cookies, collecting comprehensive data for precise ad targeting and analytics is straightforward. However, when users reject cookies, the data becomes limited and anonymized, leading to gaps in analytics.
Google employs Machine Learning in Conversion Modeling to bridge these gaps. It analyzes data and trends from consenting users to estimate the behavior of non-consenting users.
This AI-based method utilizes observable data and historical trends, comparing it with consented users’ data. This process helps model and recover a significant portion of the conversion paths from ad-clicks that would otherwise be lost.
While not 100% accurate, this AI-driven approach greatly enhances conversion data analysis, offering better insights than relying solely on data from consenting users.
7. Does Consent Mode v2 replace the need for a cookie banner?
No. On the contrary.
To use Google Consent Mode v2, you need to have a cookie banner in place. This means you need to have, or get, a consent management platform (CMP) running that is in line with Google’s standard as well as the GDPR and the e-privacy directive.
Google Consent Mode v2 ‘runs’ through the CMP, meaning it receives the signals from whether a user has given consent or not via the banner.
It is also you, as a website owner, who is responsible for first collecting consents for all cookies and tracking technologies in use on the site in accordance with the GDPR and other data privacy laws.
After this, you can choose to use Google Consent Mode v2 to get the most out of Google Analytics 4 and Google’s advertising services.
8. Do you need a Cookie Banner to use Consent Mode v2?
You need to have a cookie-banner, meaning a consent management platform in place on your website and/or your mobile application.
This is because the API for Consent Mode v2 is paired with the Consent Management Platform (CMP), so your app or website can indicate to Google whether a user has given consent for analytics and/or advertising.
Google Consent Mode v2 is not a stand-alone feature or program.