In an era where online privacy is a top concern for users, Google has taken another step forward by introducing Consent Mode V2. Google has rolled this out in response to the Digital Markets ACT, which states that large advertising platforms like Google and Meta are responsible for collecting user consent to run their advertising services.

By making it mandatory for advertisers to use Consent Mode V2, Google will know if a user has given consent to track them from their cookie banner. Depending on users’ consent, Google will adjust tags and tracking to respect users’ choices. This change applies to all users in the European Economic Area with a deadline of March 2024.

It is worth mentioning that Google Consent Mode has been around for a few years, however, version 2 provides advertisers with more information for users who have denied consent:

Additional Data

Version 2 helps advertisers gain insight into user behaviour and conversion data for those who disagreed with tracking. For instance, with the new version, we can feed Google’s machine learning algorithm with more data to help make modelling more accurate. The additional data we will be able to see are:

  • Device Type
  • Conversion Type
  • Country
  • Time of Day
  • Browser Type

This data is picked up and sent in with “cookieless pings”, which means that no cookies are being set in the visitor’s browser to collect the information. Instead, tags communicate consent state and user activity by sending different cookieless pings to the Google Server.

Other Benefits

There are also different benefits to setting up Google Consent Mode V2:

User Trust and Transparency

By offering users more control over their data and respecting privacy choices, version 2 helps build trust. This can lead to a positive user experience and create a sense of confidence in the brand.

Legal Compliance

As data privacy regulations evolve, businesses face increased scrutiny regarding user consent. Consent Mode V2 helps companies comply with laws such as GDPR by providing a mechanism for managing user content.

Improved Personalisation

Despite privacy concerns, personalised advertising remains a powerful tool for marketers. Google Consent Mode V2 enables businesses to continue delivering personalised experiences to users who have consented. Therefore, striking a balance between personalisation and privacy.

As the digital landscape continues to evolve, it is clear Google Consent Mode V2 plays a vital role in balancing user privacy and personalisation. With version 2 providing more granular controls and enhanced reporting capabilities, this can help users build more trust and provide additional data insights to advertisers to help give a more overall user-friendly online experience.