Google Consent Mode v2: Send data to Google Ads and GA4 legally

Google Consent Mode v2 is an implementation for your cookie banner on your website, which ensures that the data Google receives is compliant. 

Google Consent Mode v2 is an update to an old system that Google created back in 2020 (Consent Mode). The difference is that Google now requires Consent Mode v2 to be implemented on websites that use Google Ads and GA4.

From March 2024, Google will require you to implement Consent Mode v2 if you use Google Ads or GA4 to access data.

Google will not collect data about users in the EU and EEA without Consent Mode v2 being implemented. This applies even if consent has been given for data collection in another way in your cookie banner. Google requires an explicit “yes” from users to track and receive data.

Because Google will not collect data about users in the EU and EEA without Consent Mode v2 implemented, you may risk (if you have not implemented it) that the data you receive in both Google Ads and GA4 is inaccurate. Among other things, this may mean that your ads in Google Ads are not as effective as they used to be.

There is therefore no way around implementing Consent Mode v2 if you work with Google Ads or GA4.

If your company fails to implement Google Consent Mode V2, you risk not only losing valuable data, but also facing potential legal challenges due to non-compliance with GDPR.

Without Consent Mode V2, you lose the opportunity to gain insight into your customers' behaviour when users reject cookies, which can result in less accurate campaigns and thus a poorer return on your advertising investment.

As described above, Consent Mode v2 functions as explicit consent to Google that they may track users from your website.

When Google receives a “yes” from a user who accepts cookies, they are allowed to track and collect data about users. The knowledge Google gains when they can track and collect data can be used to create models and provide a comprehensive picture of conversion data in Google Ads and GA4.

Google uses AI and machine learning to create this model. Google observes user data and compares it with the data they have from those who have accepted cookies on the website. Based on this knowledge, Google can create an overall picture of conversion data and fill in the gaps in knowledge from users who say “no” to cookies.

Google's modelling is, of course, not a 100% accurate representation of reality, but it can be used to provide an overall picture of what the conversions are most likely to look like.

Google Consent Mode V2 allows you to continue measuring conversions even when users opt out of cookies. This ensures better data quality, greater GDPR compliance and more accurate advertising campaigns. This means you achieve greater transparency and better performance while respecting your users' privacy.

Here is an overview of the benefits:

• Better data quality: More accurate data collection, even when users reject cookies.

• Advanced modelling: Option for modelled conversion data, providing deeper customer insights.

• Enhanced ad performance: Increased ability to target and optimise campaigns based on reliable data.

• Proactive GDPR compliance: Reduced risk of data protection-related sanctions through clear documentation of consent.

• Increased competitiveness: Companies that implement Consent Mode V2 have an advantage over competitors who lack accurate data.

• Improved user experience: Clear communication about consent builds user trust and loyalty.

• Efficient use of resources: Better data quality ensures that the marketing budget is used optimally and with minimal waste.

Now you know a little about what Google Consent Mode v2 is, why you should implement it, and how it works. The next step is simply to implement it. Below are a few tips on how to get started with implementation. 

1. If you don't already have a cookie banner on your website, you should get one. The easiest solution is to use a cookie banner from a certified Google CMP partner. 

2. Your cookie banner must, of course, be compliant and follow Google's guidelines, but also the legal requirements in the EU for data collection. 

3. Once you have ensured that your cookie banner meets the above requirements, you can implement Consent Mode v2 through, for example, your cookie banner provider. Depending on your solution, there are various options for implementation. Among other things, you can connect Google Tag Manager to your cookie banner provider and thereby have Consent Mode v2 implemented in your cookie banner. 

Follow these steps to implement Google Consent Mode V2 correctly:

1. Preparation: Ensure that your cookie policy and cookie banner comply with GDPR.
2. Set up Google Tag Manager (GTM): Create or log in to your GTM account.
3. Install GTM on your website: Integrate the GTM script correctly on your website.
4. Implement Consent Mode tags: Set up “consent initialisation” and “default” tags in GTM.
5. Configure consent rules: Clearly define how consent is recorded and handled.
6. Integration with Google Analytics 4: Ensure integration and verification of modelled data.
7. Test the implementation: Use GTM's preview function to check that everything is working correctly.