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Implications for Digital Marketers

For digital marketers, especially those targeting users in the EEA, not implementing Google Consent Mode v2 can have significant repercussions. After March 2024, no data about new EEA users will be captured by advertising platforms like Google Ads and GA4 without Consent Mode v2. This lack of data can lead to less effective budget spending and inaccurate campaign measurements. Therefore, correct implementation of Consent Mode v2 is crucial for maintaining effective ad campaigns and accurate data analytics.

Google Consent Mode v2 represents a significant update in how Google Analytics and Google Ads interact with user consent, especially in the context of stricter privacy regulations. This article will explore the key aspects of Google Consent Mode v2, its implications for marketers, and how it integrates with current digital marketing strategies, especially considering the European Economic Area (EEA) privacy regulations. Enhanced User Consent Mechanism: Google Consent Mode v2 is an updated mechanism allowing businesses to adjust Google tag functionalities based on user consent for ads and analytics cookies. This version ensures tracking for advertising campaigns happens only with user consent

Differences from Previous Version: The updated version requires explicit user consent for cookies and data usage, particularly for personalized ads and analytics. It introduces two additional consent states: ad_user_data and ad_personalization. This update aligns with stricter privacy norms and is crucial for websites that aim to track conversions and optimize advertising spend accurately

Key Features: The features ad_user_data and ad_personalization control whether personal data is sent to Google and used for purposes like remarketing, based on user consent.

Compliance with Privacy Regulations: The update considers the impact of privacy regulations such as GDPR and the ePrivacy Directive, as well as the Digital Markets Act (DMA). These laws necessitate a legal basis, predominantly consent, for all personal data processing activities.

Benefits for Advertisers: Even when users opt out of data processing, Google Consent Mode v2 helps advertisers regain a portion of the “lost” data in a privacy-compliant manner through aggregated and anonymized data reporting. Additionally, conversion data is enhanced using conversion modeling for users who don’t grant consent.

AI and Machine Learning Integration: Google Consent Mode v2 incorporates AI, particularly machine learning, in its Conversion Modeling approach to estimate the behavior of non-consenting users, based on data and trends from consenting users.

Requirement of a Cookie Banner: Despite its advanced features, Google Consent Mode v2 still requires a cookie banner in place, as it operates through a Consent Management Platform (CMP). This banner collects consents for all cookies and tracking technologies in use on the site.

Implementation Steps

Obtain Consent: Choose the best way to obtain consent, either through a certified CMP-partner to Google or an in-house solution.

Configure the Banner: Ensure that the banner collects user consent and meets Google’s EU User Consent Policy and legal requirements from privacy regulations in the EEA.

Implement Consent Mode v2: Via a certified CMP-solution or a manual implementation if using an in-house CMP-solution.

Verify Implementation: Use status and diagnostic tools in your Ads account to confirm the correct implementation of Consent Mode v2.

In conclusion, Google Consent Mode v2 is a critical update for advertisers and marketers using Google Analytics and Google Ads. It balances the need for detailed data analytics with the increasing demand for user privacy and consent, in line with current legal frameworks. Implementing and understanding this new mode is essential for effective digital marketing strategies in today’s privacy-conscious online environment.


  • Flexible Consent Management: Allows for tailored data collection based on user consent, ensuring compliance.
  • Analytics Integration: Works seamlessly with analytics tools for accurate data collection under consent boundaries.

Take in Consideration:

   – Complex Setup: May require technical expertise for effective implementation.

   – Reliance on User Consent: Data collection effectiveness is directly tied to user consent

Consent Mode v2, an integral feature of Google Analytics 4, is designed to align tracking practices with user consent. This feature plays a crucial role in how Google Analytics, along with Ads and third-party tags, operate based on the user’s consent choices, particularly regarding cookies or app identifiers. It functions in tandem with your Consent Management Platform (CMP) or any custom method for obtaining visitor consent, such as a cookie consent banner.

It’s accessible for websites through Google’s global site tag (gtag.js) and Google Tag Manager (GTM), as well as for apps via the Firebase SDK. While Consent Mode v2 is not a Consent Management Platform (CMP) itself, it is instrumental in managing tracking activities according to the levels of consent obtained.

In situations where visitors opt out of consent, traditional cookie storage is bypassed. Instead, tags dispatch pings to Google. To compensate for the resulting gaps in data collection, Google employs conversion modeling for websites and behavioral modeling for apps. The latter utilizes machine learning to estimate the actions of users who refuse analytics cookies, drawing upon the behaviors of similar users who consent to them.

This nuanced approach by Consent Mode v2 underscores Google’s commitment to balancing user privacy with the need for insightful analytics, adapting deftly in an environment where consent is paramount.

Read our take on 3rd party Cookie less

Act Now

That’s why you should consider Data-driven Marketing to leverage your 1st party data, focus on inbound marketing not disregarding outbound marketing to reach your business goal in your marketing strategy.

Never forget to employ processes to have data with quality to plumb in your data-driven marketing strategy.

Act now and contact us for developing your roadmap!


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