What is Google Consent Mode V2 and why do you need it?

If you’re using any of Google’s advertising services – Google Ads, Shopping, Tag Manager, GA4 – within the EEA, you should have upgraded to Google Consent Mode v2 by Wednesday 6th March 2024.

Why? In this short blog, we’ll explain everything you need to know, including what Google Consent Mode is and why updating to the new version is crucial for continuing to serve targeted adverts to your audience.

What are Google Consent Mode and Google Consent Mode V2?

Google Consent Mode is a tool that enables websites to collect non-identifying data when the user doesn’t give cookie consent. However, because of ongoing developments in EU/EEA privacy regulations, and the phase out of third-party cookies, Google upgraded the tool to offer enhanced functionality.

That’s when Google Consent Mode V2 was born. With this version, you can adjust Google tags based on the users’ consent preferences for ads and cookies. Essentially this means that you’ll be able to track users, but only when they give explicit consent.

Why updating to Google Consent Mode V2 is important

Upgrading to Google Consent Mode V2 is crucial for continuing to target users within the EEA with relevant ads. Without it, you won’t be able to capture new user data in advertising platforms, like Google Ads and GA4. You also won’t be able to accurately measure and report on ads, create audience lists or execute effective remarketing ad campaigns. Your bidding algorithms will be running on inaccurate data, so you won’t be spending your ad budgets effectively.

What are the next steps?

Now the March 6th deadline has passed, your website’s cookie consent banner must comply with Consent Mode Partners (CMP) V2. Google has several CMP partners but personally, we recommend Cookiebot.

So if you haven’t already, don’t delay implementing Google Consent Mode V2. If you need support upgrading, choosing a CMP partner or have any questions, please get in touch.