As data privacy concerns continue to grow in the online arena, keeping up with compliance requirements is a key responsibility for website owners. The rollout of updates to Google Consent Mode (informally referred to as “V2”), is a major step in remaining compliant with changing privacy laws. Although you can still remain compliant with GDPR without using the updates, compliance with Google’s updated EU user consent policy will require V2’s implementation. In this article, we’ll walk you through what Google Consent Mode V2 is, how it works, who it affects, and how a consent management platform like CookieHub can simplify the whole process for you.
What is Google Consent Mode V2?
Google Consent Mode V2 refers to the most recent enhancements to Google’s initial Consent Mode, designed to align more closely with global data privacy regulations. Although not officially branded as a “V2” by Google in all regions, this version of Consent Mode includes important updates that help websites signal user consent preferences.
With these enhancements, websites can continue using Google’s services like Analytics and Ads, while adhering to data privacy requirements. Google has introduced new parameters such as ad_user_data and ad_personalization, alongside the existing analytics_storage and ad_storage, providing users with greater control over how their data is used and shared.
How does Google Consent Mode V2 work?
At its core, Google Consent Mode helps bridge the gap between user consent preferences and data collection. When a user visits a website, the mode checks the user’s cookie preferences and relays this information to Google services. Based on the user’s consent preferences, Consent Mode permits full data collection, adjusts it to limit certain data types, or restricts it to only basic, anonymized functions.
For example, if a user consents to analytical and/or marketing data collection, Google Tags will collect data for services like Google Analytics and Google Ads as usual. However, if consent is withheld, only essential and anonymized data is collected to maintain some functionality, while respecting the user’s privacy. This allows websites to comply with privacy regulations while still accessing limited insights from Google services
Websites can configure Consent Mode so that it automatically respects user preferences for cookie storage, keeping compliant with privacy regulations such as GDPR and CCPA.
The new mode offers two primary implementation options—basic and advanced.
Basic Consent Mode
In this mode, when a user grants consent, all Google tags are activated, allowing the website to collect and process data as usual. If consent is withheld, data collection is halted entirely. This straightforward approach requires a Consent Management Platform (CMP) like CookieHub to manage consent flags and maintain compliance by disabling tags like Google Analytics 4 (GA4) when cookies are rejected.
Advanced Consent Mode
This offers a more nuanced approach, allowing for anonymous, cookieless data collection even without user consent. It allows GA4 to collect modeled data through cookieless pings, helping fill gaps in data collection. Although this method still respects user privacy by not setting cookies without consent, it allows websites to gain insights through anonymous data, maintaining continued analytics and ad personalization functions within privacy guidelines.
Who does Google Consent Mode V2 affect?
Google Consent Mode V2 impacts a wide range of stakeholders and operators who rely on Google’s suite of services for analytics, advertising, and user engagement. Those most affected include:
Website owners
Any website that operates within regions with data privacy laws, like the European Economic Area (EEA), needs to implement a consent solution like CookieHub to comply with regulations. With CookieHub supporting V2, it serves as a comprehensive consent solution that keeps websites free from worry about potential penalties or restrictions on using Google services.
Digital marketers
Marketers who use Google Analytics, Google Ads, or similar tools will need to adjust their strategies. The data available for ad targeting and personalization will vary greatly depending on whether users have granted consent.
Developers and IT teams
Developers will be responsible for implementing Consent Mode through proper configuration of Google Tags and CMPs, making sure that website functions comply with user consent preferences.
What areas does Google Consent Mode V2 affect?
Google Consent Mode changes several aspects of website operations, particularly how data is collected, processed, and used:
Data Collection
Consent Mode V2 limits the data that can be collected before user consent is granted, allowing data collection to occur only once users opt-in.
Data modeling
Even when users decline consent, Google Analytics can still use data modeling techniques to estimate user behavior, helping to fill gaps in data collection.
Consent Mode V2 made simple with CookieHub
CookieHub allows you to install Consent mode V2 easily and effectively as CookieHub is a certified gold CMP partner.
Our cookie consent tool allows your website to adhere to Google Consent Mode V2 and global regulations like GDPR. In short, help you stay compliant while staying user-friendly.
With CookieHub, consent management becomes a simple task. Our platform automates the obtaining, managing, and storing of user consent—scanning and categorizing cookies.
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