Implementing Google Consent Mode V2
At the end of last year, Google announced that Consent Mode version 2 would be mandatory by the 6th of March 2024. Website owners across Europe must implement these changes to prevent disruptions to other Google services such as Google Ads and Google Analytics.
In January 2024, it was also confirmed that this requirement would extend to businesses operating within the UK.
What is Google Consent Mode V2?
Google Consent Mode version 2 (GCM v2) has been updated to align with recent changes in European privacy regulations.
The initial version of GCM was made to enhance user privacy concerning the data collected and stored, whereas GCM v2 focuses on ensuring compliance with laws specifically related to data used for targeted advertising.
Google Consent Mode v2 allows for the use of data modelling to support remarketing and ad personalisation in a manner that complies with these regulations, thereby enhancing campaign performance. Those who fail to implement GCM v2 by March 2024 will be unable to collect any data related to new UK or EEA users through Google's advertising platforms, such as Google Ads and Analytics.
Consequently:
You will lack the necessary data for conducting remarketing targeting new UK or EEA users.
Google’s algorithm will be unable to access the data needed to track or forecast your conversions accurately.
Your ability to optimise Google Ads performance based on comprehensive data will be significantly reduced.
Implementing this requires some technical modifications, you will need to revise the language on your cookie consent banner to conform to Google’s updated privacy standards. And you will need to amend your privacy policy to ensure it clearly and accurately describes how you will obtain user consent and manage user data. .
What to do?
You must update your website’s consent mode and cookies policy. If you have active Google Ads and ensure this is done ASAP.
Enabling GCM v2 is crucial to:
Remain compliant with current EU privacy legislation.
Gather valuable data from new UK and EEA users engaging with your website or advertisements.
Conduct effective advertising campaigns.
We also strongly recommend configuring Consent Mode v2 in advanced mode. This can be done through Google Tag Manager. Advanced mode allows Google to collect anonymised data even if users decline consent. This facilitates the analysis of user behaviours and conversions.
The Bottom Line
Google's algorithms rely on high-quality data to effectively target potential customers. Without it, you'll miss out on implementing retargeting across various digital platforms and tracking conversions. It's in the best interest of both users and businesses to implement Google Consent Mode V2.
If you're an existing client, rest assured we're already working on these updates behind the scenes and will keep you informed.
If you're new to Bloombird Digital and wish to discuss how we can assist you in implementing Google Consent Mode V2, please don't hesitate to reach out.
