Google Consent Mode v2 was a significant update that aims to boost user privacy and data compliance. It's an interface that tells Google what consent the website user has given for using cookies. It only takes effect if your website users refuse cookies. If they consent, Google uses its cookies for tracking as usual.
This updated version introduces new features that allow for more granular control over user consent, mainly concerning personal advertising and analytics trackers.
Key features of Google Consent Mode v2 include the introduction of two additional parameters to the consent mode API: ad_user_data and ad_personalisation. These parameters allow websites to more accurately manage and reflect user consent preferences, particularly about advertising data and personalised ads, alongside the existing analytics_storage and ad_storage parameters.
The default setting is always important when using tools such as Google Consent Mode. To comply with the principles of the GDPR, such as privacy by default, the default settings of the tags - "analytics_storage" and "ad_storage" - should have the value "Denied" by default.
You should also block the Google tags until the user gives their consent. According to Google, this is possible in "consent mode with basic implementation."
Consent Mode v2 is available in two variants: Basic and Advanced. Website operators can now choose between these two options. In the Basic mode of Google Consent Mode v2, no data is collected, and no cookie-free pings are sent if consent is not given.
This significantly limits data collection if users refuse their consent. But what about the advanced version? This allows so-called "pings" to be sent to Google even if the user does not consent. These pings contain data such as:
This will enable websites to recover certain amounts of data for Google Ads and Google Analytics 4, even without the data subject's consent.
In our opinion, using the advanced version would not be compliant with data protection regulations, as from our perspective, this ping data can represent personal data being processed without consent. We’ll continue to monitor how the supervisory authorities and courts will assess the use of Google Consent Mode v2.
So, what does this mean for you and your organisation? Here are some steps you can take as you consider the impact of the Google Consent Mode v2 settings.
There are some providers that already support Google Consent Mode v2. Your website owners should check their traffic and consider implementing a consent management platform (CMP) that does. This will help make sure you stay compliant with data regulations and minimise the negative impact on your marketing campaigns.
It's also important to note that consent mode does not replace a regular cookie banner but must link to it. Obtaining user consent will remain the responsibility of the website operator.
Explore how DataGuard can help you stay compliant, or reach out to us for a free consultation. We've helped many companies like yours to keep their customers informed and privacy policies up to date.