CookieScript is a Google-certified CMP, which supports the Google Consent Mode v2.

Over the last few years, the digital ads ecosystem has been evolving significantly since multiple regulations on users’ data have been enforced. The General Data Protection Regulation (GDPR) and ePrivacy Directive (the Cookie Law) influenced tremendously businesses that offer goods and services online to users in the European Economic Area (EEA), which have been required to prove a legal basis for the processing of personal data and get user consent for collecting their data.

The new Digital Markets Act (DMA), also known as Regulation 2022/1925, was approved in 2023 and will come into force in March 2024. DMA introduces various requirements to Google and other big companies, nominated as gatekeepers, in particular stating that the gatekeepers will be responsible for collecting the user consent.

So, what is Google Consent Mode, Google Consent Mode v2, and how to implement it correctly?

Google Consent Mode- an Overview

Google Consent Mode was launched in September 2020 in response to the privacy regulations in the EEA. Google’s Consent Mode is a tool that includes an application programming interface (API) to control tag cookie storage, which allows businesses to send user consent preferences from cookie banners to Google.

Google Consent Mode adjusts how Google tags like Google Tag Manager, Google Analytics, Google Marketing Platform, and Google Ads perform based on user consent.

Google Consent Mode allows to use of detailed insights and website analytics needed for Google Ads products like Google Ads or Google Analytics while maintaining compliance with the GDPR and other privacy laws around the world. Consent Mode also allows us to understand user behavior and website performance since it is used to estimate the actions users take on the website. Read Google's overview about Google Consent Mode.

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Google Consent Mode V2

Google is now updating from Google Consent Mode to Google Consent Mode v2. The changes were influenced by the ongoing development of privacy legislation. Mobile device identifiers and third-party cookies are going away. In 2024, Chrome will stop supporting third-party cookies.

To ensure seamless functionality with Google Consent Mode Version 2, it is crucial to update your GTM CookieScript template to the latest version. This update addresses recent changes in permission settings within the GTM template, which are essential for the proper operation of Google Consent Mode Version 2. Delaying this update may result in compatibility issues in the Cookie Banner. We strongly recommend all users to make this update a priority to maintain smooth and compliant website operations.

If businesses want to continue measuring user behavior and website performance, and get the maximum result from marketing they need to switch to Google Consent Mode v2. Users not using Google Consent Mode v2 by March 2024, will not be able to use Google Advertisement products and will not be able to get any new users from EEA. It will be impossible to do remarketing in Google Ads, Floodlight, and Display. This would significantly affect the measurement results and the performance of advertisers remarketing and engagement campaigns.

If you want to continue using Google Ads for your advertising in the EEA markets, you need to use a cookie banner integrated with Google Consent Mode v2 by March 2024.

The main difference between Google Consent Mode and Google Consent Mode v2 is the addition of two additional consent states: ad_user_data and ad_personalization, which can be attributed to the user’s consent:

• ad_user_data is used to set consent for sending user data to Google for advertising purposes. Website users have to specifically agree to share their data with Google through a cookie consent banner.
• ad_personalization controls whether data can be used for ads personalization (e.g. remarketing). Users must specifically agree (through a Cookie Consent banner) to share their data with Google for the purpose of ad personalization.

The current Consent Mode parameter tags analytics_storage and ad_storage were related to data collection only, while these new Consent Mode v2 tags relate to how data is used and shared.

Google presented two types of consent mode implementation- basic and advanced, which you have to choose based on legal requirements and your desired output. Google focuses on modeling within Google Ads conversions. Google Ads Conversions modeling is enabled across both basic and advanced types of consent mode modeling.

Google Consent Mode vs Google Consent Mode v2

Basic Google Consent Mode

Under the basic consent mode implementation, no information from users is collected at all, not even consent status. Tags stay blocked and will not load unless consent is granted.

Basic Consent Mode modeling allows for conversion modeling in Google Ads and continues tracking of conversions and analytics, even when users do not give consent. The modeling is based only on data from users who have granted Cookie Consent. Thus, its accuracy is lower. Nevertheless, it is still better than not having Consent Mode at all.

Advanced Google Consent Mode

Under the advanced implementation, Google tags are loaded before users are presented with the Cookie Consent banner, and Google collects cookieless data that lack personal identifiers. Google uses data such as Device Type,  Country, Time of Day, Conversion Type, and Browser Type as factors to make the modeling more accurate.

It is recommended to use Advanced Consent Mode for better accuracy of your remarketing campaigns. However, the basic version is better than not having a consent mode at all.

How does Google Consent Mode v2 Work?

Google Consent Mode v2 works in the following way:

1. User visits your website or app, he is presented with a consent banner and chooses their Cookie Consent preferences.
2. Google Consent Mode v2 communicates user consent choice for the different parameters to the Google tags/SDK.
3. If the user consents to all cookies, Google performs normal conversion measurement.
4. If the user does not consent to one or more parameters, the relevant Google tags/SDK either adjust their behavior to respect user consent choices (with the Advanced Google consent mode implementation) or stay entirely blocked (with the Basic Google consent mode implementation). If a user denies consent, no data is collected at all about these users.
5. Google uses behavioral modeling to get the most accurate data in your account to enable better reporting and optimization.

Google Consent Mode v2 Implementation Using a Google-Certified CMP

The easiest way to apply your remarketing campaign while maintaining compliance with the GDPR and other privacy laws is to use a Google Certified Consent Management Platform (CMP) with Google Consent Mode v2. Google works in partnership with Consent Management Platforms (CMP), which are integrated with Consent Mode and Google Tag Manager (GTM) and thus help manage cookie banners and respect user's consent preferences.

CMPs handle the consent banners and consent management, keep records of user consent, and send the necessary parameters of the chosen Consent Mode to Google as required.

Google has a list of Google-certified CMP, which should be used for your consent management.

CookieScript is a Google-certified CMP, which supports the Google Consent Mode v2.

It also has an IAB TCF v2.2 integration, is easy to install or upgrade, and allows you to continue tracking of conversions and analytics, even when users do not consent.

See the instructions on how to implement Google Consent Mode with a GTM Tag template or manually and how to update the GTM template. 

Frequently Asked Questions

How to implement Google Consent Mode v2?

The easiest way to implement Google Consent Mode v2 is to use a Google-Certified Consent Management Platform (CMP) with Google Consent Mode v2. Use CookieScript, a Google-certified CMP, to implement Google Consent Mode v2. It also has an IAB TCF v2.2 integration, is easy to install or upgrade, and allows you to continue tracking of conversions and website analytics, even when users do not consent.

Why should I implement Google Consent Mode v2?

If you want to continue using Google Advertisement products and do remarketing in Europe, you need to implement Google Consent Mode v2 by March 2024. Users not using Google Consent Mode v2 by March 2024, will not be able to use Google Ads and will not be able to get any new users from Europe. The easiest way to implement Google Consent Mode v2 is to use a Google-certified CMP with Google Consent Mode v2 like CookieScript.

What is the deadline to implement Google Consent Mode v2?

You need to implement Google Consent Mode v2 by March 2024, when the new Digital Markets Act (DMA) will come into force. Users not using Google Consent Mode v2 by March 2024, will not be able to use Google Advertisement products and will not be able to get any new users from Europe. The easiest way to implement Google Consent Mode v2 is to use a Google-certified CMP with Consent Mode v2 like CookieScript.

What is the difference between Google Consent Mode and Google Consent Mode v2?

The main difference between Google Consent Mode and Google Consent Mode v2 is the addition of two additional consent states: ad_user_data and ad_personalization, which can be attributed to the user’s consent. The current Consent Mode parameter tags analytics_storage and ad_storage were related to data collection only, while these new Consent Mode v2 tags relate to how data is used and shared. Use CookieScript, a Google-certified CMP, to implement Consent Mode v2.

What if a website does not have Consent Mode implemented?

If you do not start using Google Consent Mode v2 by March 2024, you will not be able to use Google Advertisement products and will not be able to get any new users from EEA. It will be impossible to do remarketing in Google Ads, Floodlight, and Display. This would significantly affect the measurement results and the performance of advertisers remarketing and engagement campaigns. Use CookieScript, a Google-certified CMP, to implement Google Consent Mode v2.

What is the role of two new parameters of Google Consent Mode v2?

Google Consent Mode v2 introduced two additional consent states: ad_user_data and ad_personalization, which can be attributed to the user’s consent, which relate to how data is used and shared. ad_user_data is used to set consent for sending user data to Google for advertising purposes. ad_personalization controls whether data can be used for ad personalization (e.g. remarketing). CookieScript, a Google-certified CMP, can be used to implement Google Consent Mode v2.

What is the difference between basic and advanced consent modes?

Under the advanced implementation, Google tags are loaded before users are presented with the Cookie Consent banner, and Google collects cookieless data that lack personal identifiers. Under the basic consent mode implementation, no information from users is collected at all, not even consent status. CookieScript, a Google-certified CMP, can be used to implement both consent modes of Google Consent Mode v2.