Google Consent Mode v2 – A Crucial Step for EEA Targeting

As part of their ongoing commitment in 2020 to promote user transparency and consent, Google is introducing two new parameter tags to consent mode.

Brad Redding, Founder & CEO at Elevar, talked about Google Consent Mode v2 and the Firefox test in Germany that auto-blocks all cookie consent banners on a recent Conversion Tracking Podcast [listen to episode 93 here].

In this article, we break down what Google Consent Mode v2 entails, why it holds significant importance, and the essential steps companies need to take to ensure compliance.

What is Google Consent Mode v2?

Google Consent Mode v2 is an update to Google’s Consent Mode.

Google Consent Mode will block or alter the behavior of Google Products within a web page. It does not display a consent banner. It reads values from these banners and stores them in its own storage.

The purpose of consent mode v2 is to enable advertisers to capture conversion data from EEA customers while ensuring compliance with the Digital Markets Act (DMA).

The DMA, also known as Regulation 2022/1925 received approval in September 2023 and is set to be enforced in March 2024 [source].

Noteworthy Changes to Google Consent Mode

Google Consent Mode v2 introduces two new parameters for how data is used and shared.

Consent Mode v1 parameter tags were related to data collection only: analytics_storage and ad_storage.

Consent Mode v2 includes two more parameters related to how data is used and shared: ad_user_data and ad_personalization.

Why is Google Consent Mode v2 Important?

Merchants are urged to prioritize this update for smooth and compliant advertising operations.

Starting January 16, 2024, publishers and developers using Google AdSense, Ad Manager, or AdMob will be required to use a Consent Management Platform [source].

Moreover, by March 2024, the Digital Markets Act is stated to go into effect.

Failure to adopt a Google-certified CMP by January 16, 2024, or to upgrade to Consent Mode v2 by March 2024 will restrict eligible ads served to EEA traffic to Limited Ads (LTD).

Limited Ads (LTD) disable personalization features reliant on local identifiers.

This means functions like audience targeting, remarketing, interest-based categories, conversion tracking metrics, frequency capping, and specific data transfer fields (e.g. User ID) will become unavailable [source].

This limitation would greatly impact measurement results and the effectiveness of advertisers’ EEA advertising campaigns.

Next Steps

To ensure seamless remarketing campaigns and full access to personalization features, prioritize adopting a Google-certified Consent Management Platform (CMP) with Google Consent Mode v2.

CMPs effectively manage consent banners, handle consent management, maintain necessary user consent records, and seamlessly transmit parameters to Google.

Merchants already utilizing a CMP should proactively engage with their provider regarding the v2 upgrade.

Merchants who need to find a CMP can consider this list of Google-certified CMPs.

Elevar works with consent providers Cookiebot and OneTrust, both are confirmed to be Google-certified CMP for web and app.

Never a dull day in tracking!

More details to come on how Elevar is able to send users’ server-side events so you can view anonymized data in GA4 – even if a user opts out of consent.

Stay informed by subscribing to The Conversion Tracking Playbook on Spotify or Apple.

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And if you’re new to Elevar, Elevar automates server-side conversion tracking for Shopify. Check us out!