Optimize User Consent with Google Consent Mode V2 - Boost Data Protection & Compliance

Über den Autor

Philip Thomisch

Geschäftsführer & COO at UnitedAds GmbH | +49 89 54195608 | philip.thomisch@unitedads.de | + posts

Philip ist Geschäftsführer und COO bei UnitedAds. Er ist Google Ads-Spezialist und Ansprechpartner für Lead Generation & International SEA

UnitedAds is your ideal partner for the implementation of the
Google Consent Mode
to efficiently ensure data protection and user consent.

Rely on Unitedads for professional implementation of Google Consent Mode and strengthen your digital strategy in line with data protection standards.

More about Consent Mode

Google has announced significant changes to Google Ads and Google Analytics tracking for 2024. The reason for this is the enforcement of the directive on user consent in the EU.

This means that Google Consent Mode must be implemented or updated.

Google Ads advertisers and Analytics users need to prepare for an update to the current setup in order to continue using personalized ads and conversion tracking in the long term.

From March 2024, Google will gradually introduce the requirement for websites to have a consent banner with the new Google Consent Mode V2.

The use of first-party target groups in Google Ads and Google Analytics is now only possible if the user has given their express consent and the corresponding signal has been sent back to Google via Google Consent Mode V2.

This will also apply to all conversion tracking by the end of 2024.

Google Consent Mode

Google Consent Mode transmits signals of consent or rejection of user tracking (from the cookie banner / CMP) to Google. In the future, it should be the source of data protection-compliant handling of user decisions (consent).

Consent mode also makes it possible to close measurement gaps such as those caused by missing cookies – so-called conversion modeling (tracking without cookies).

When are adjustments necessary?

The implementation or update of Google Consent Mode must be carried out for the following measurement functions:

Websites: for measurement tags that are used to send data to Google, for example Google Ads conversion tracking, Google Analytics 4
Apps: for SDKs that are used to send data to Google, for example Google Analytcis for Apps (formerly Web & App or Firebase properties)
Data uploads: Tools for uploading data from offline sources to Google. This applies, for example, to offline conversion tracking (OCI), data on in-store purchases and any uploads from connected CRM systems.

What are the deadlines for Google Consent Mode?

March 2024 - Personalized ads

Without Consent Mode, basic functions such as the use of remarketing lists for Google Adsand the import or filling with users from Google Analytics 4.0 audiences will no longer be available as early as spring 2024. These are no longer possible without correctly integrated Google Consent Mode. Target groups that contain such users will no longer be filled without the update. They should therefore become unusable after a maximum of 2 months.

End of 2024 - Conversion tracking

Google has already announced that by the end of 2024, conversion tracking will no longer be possible without Google Consent Mode. If you measure conversions and use them for your Google Ads strategy, passing on the consent decision to Google becomes mandatory. To avoid any failures with negative effects on the strategy and advertising budget, a timely setup check is recommended.

What adjustments need to be made now?

Which adjustments are necessary for your specific case depends on the previous implementation. The following chart gives you a quick overview of the current adjustment requirements up to March 2024:

2024-update-google-consent-mode-entscheidungshilfe

* Choosing a Google Consent Mode compatible Consent Banner tool can save time and effort. You can find a complete list of suitable providers here: Consent management platforms.