Nixon Digital

Google Consent Mode and V2 

Have you configured Google Consent Mode for all your websites… Are you sure? We often see that customers think they have implemented Google Consent Mode when it is actually not the case.  

What is Google Consent mode? 

Google introduced Consent mode V2 in March. Something that should be configured for every website in order to get data into your Google products like Analytics, Ads and Floodlight. Version 2 of consent mode was added by Google to ensure the data that is being sent to Google, is gathered in a compliant manner.  

Consent mode makes it possible to create interaction between your preferred Consent Management Platform (CMP) and your Google tags configured in Tag Manager. Consent mode obtains the given consent from your cookie banner and communicates this with tag manager. Based on the consent given your tag analytics, ads and other third-party tags will behave differently.   

Different tag behavior only occurs when users reject consent. Once consent is rejected the tags are adjusted to only collect anonymized data or disable certain tracking functionalities. We will dive into how this works next! 

Consent Modeling  

Google found a smart way to bridge the gap between obtaining or not obtaining consent. When visitors do not give consent to track them, there is no data that can be gathered from them which causes a gap in the measurements of marketeers and advertisers. By using Google Consent mode, this gap becomes smaller. Google does this via consent modeling. When a visitor declines cookies, a signal is still sent to Google Analytics or ads with the message “This user does not want to be measured but we are curious about their activities”. That is where consent modeling does its magic. Based on machine learning, an estimate of conversions that were generated by the user can be sent to GA4, Google, Ads, Floodlight and other Google Platforms. 

This will give you better insights into the actual results of your Google campaigns in a compliant manner! 

Why do I need Google Consent Mode V2? 

If you have not implemented Google Consent Mode on your websites yet, you are at risk of having limited data being sent to your analytics and ads. This will immediately impact the effectiveness of your personalized ads and targeting ads. Furthermore, your websites can become slower due to the loading of unnecessary tags.  

How do you know Google Consent Mode was implemented? 

If you have 30+ websites and struggling with checking if Consent Mode was implemented, please get in touch with one of our Nixon Consultants. We have built a feature which tells us if Consent Mode was implemented on a website or not!