Google Consent Mode V2 is mandatory by March 2024

As you may know a lot of public companies collect, store and use users’ personal data, which oftentimes may lead to potential for data breaches and unauthorized access to personal information.

According to the privacy regulations, such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), there is a requirement to notify website users that the site uses cookies, provide detailed information about the purposes for which the data from these cookies will be used, and offer several ways to accept or refuse the use of cookies.

Is There Any Action Required?

It is crucial for advertisers, particularly those operating in the European Economic Area (EEA), to obtain user consent to transfer their data to Google (consent mode).. 

This implementation is necessary to ensure compliance with regulations and uphold the integrity of audience and measurement data in Google Ads. 

Failing to implement Consent Mode V2 will result in the inability to capture data about new EEA users on advertising platforms like Google Ads and GA4 after March 2024, significantly impacting advertising strategies and effectiveness. 

Also, Google Tag Manager will cease to function, resulting in the loss of tracking data for affiliate campaigns. 

Furthermore, the absence of Consent data will cause Google Analytics to rely on Behavioural Modelling rather than deterministic data, potentially leading to inaccurate tracking and validation data.

Benefits Of Enabling Consent Mode V2

By implementing Consent Mode V2, website owners can better align their data collection practices with user consent preferences, enhancing transparency and compliance with privacy regulations. 

It provides more flexibility in managing user consent and allows for a more personalized and tailored user experience based on individual consent choices.

It’s important to note that while Consent Mode V2 can assist website owners in managing user consent, it does not replace the need for proper compliance with applicable privacy regulations. 

Website owners should still ensure that they have implemented appropriate measures to obtain valid consent and handle user data in accordance with relevant laws and regulations.

Additionally, if you are an advertiser, you have clients from the EU and you use the listed Google tools, you need to implement a complaint consent wall, if you do not have one already, and implement the Google consent mode in basic or advanced mode.

How will the implementation of Google’s consent mode affect the efficiency of working with Admitad and other CPA networks?

If you have integrated Admitad tracking code using GTM or GA4, tracking efficiency may decrease, because some users will not consent to the use of cookies.

At Admitad we’re constantly monitoring the effectiveness of tracking for our clients and, in case of a noticeable impact on individual clients, we will give personal recommendations.

As always, it’s recommended to stay updated with the latest information from Google and consult with privacy professionals or legal experts to ensure compliance with privacy regulations and the proper implementation of Google Consent Mode V2.