Consent Mode V2: Google Shares Shares Key Details For Advertisers

Last updated on

Ginny Marvin, the liaison for Google Ads, recently emphasized significant updates concerning Google’s enforcement of its EU User Consent Policy.

Google is intensifying its enforcement efforts regarding consent obligations for traffic originating from the European Economic Area (EEA).

In response, the company has introduced consent mode version two (v2), which incorporates parameters for ad personalization and remarketing consent signals.

Advertisers are required to take action by March 2024 to avoid the potential loss of crucial advertising capabilities within the region.

According to a Google help page:

“To continue utilizing measurement, ad personalization, and remarketing features, it is imperative to obtain consent for the use of personal data from end users located in the EEA and share consent signals with Google. These requirements also extend to the utilization of Google Analytics data alongside a Google service.”

Based on Marvin’s updates, here’s what advertisers should be aware of regarding the approaching deadline.

The March Deadline: A Call to Action For Advertisers

Google’s consent mode, enabling advertisers to tailor their Google tag settings according to user consent, is undergoing an update.

This update introduces specific parameters aimed at capturing consent for ad personalization and remarketing endeavors.

The enhanced consent mode will incorporate two new parameters: ad_user_data and ad_personalization, facilitating the transmission of consent signals pertinent to personalized advertising.

Advertisers failing to embrace the new framework by the stipulated deadline will forfeit the capacity to deliver personalized and remarketed advertisements.

Transitioning To Google Analytics 4 Recommended

Marvin advised Universal Analytics 360 users to transition promptly to Google Analytics 4 (GA4) to uphold crucial advertising capabilities for website traffic originating from the EEA.

She highlighted that GA4 now incorporates a new consent setting, facilitating the swift verification of proper transmission of consent signals.

Furthermore, GA4 offers the enhanced conversions feature, leveraging first-party conversion data to furnish a more comprehensive and aggregated perspective of conversion behaviors.

Marvin underscored two primary advantages of enhanced conversions for advertisers:

“One benefit of implementing enhanced conversions in GA4 rather than solely within Google Ads is the ability to utilize user-provided data for additional purposes, such as demographics, interests, and paid & organic measurement.”

Q&A Insights

Marvin wrapped up her series of posts with a Q&A session, tackling common concerns:

  1. Consent Mode V2 Deadline: Although no exact date was specified, enforcement is slated to commence in March.
  2. UK Traffic: Organizations from the UK advertising in the EEA must also implement the updates.
  3. Conversion Measurement: In the absence of consent mode v2, future remarketing and personalization to audiences will be unattainable.

Other Considerations

Here are additional considerations for advertisers, as outlined in Marvin’s social media posts:

  1. Utilize Certified Consent Management Platforms (CMPs): Consider collaborating with a certified CMP to construct and configure a compliant consent banner. Google advises partnering with one of its endorsed CMP partners.
  2. Review Remarketing Tags and Audiences: Ensure that existing remarketing tags and audiences are set up to adhere to the new consent parameters. Conduct thorough testing to verify that your tags function appropriately based on user consent choices.
  3. Revise Ad Measurement Strategy: Evaluate your current ad measurement strategy and establish alternative conversion tracking methods that do not rely on cookies or advertising IDs. This preparation is vital in anticipation of the evolving post-third-party cookie landscape.
  4. Educate Internal Stakeholders: Dedicate time to educate internal stakeholders about the impending consent requirements and elucidate why compliance is imperative for retaining access to users in the EEA market.
  5. Stay Informed: Remain vigilant for any additional updates from Google as the enforcement deadline in March approaches. Being proactive and staying informed will minimize disruptions to your advertising capabilities in the EEA.

Original news from SearchEngineJournal