If you use Google products, you may be receiving emails from Google informing you that you need to adopt Consent Mode—but what does that mean? Google’s Consent Mode is a key tool for managing data privacy and user consent in today’s digital world. With the recent introduction of Consent Mode v2, Google addresses growing privacy concerns by making it easier to manage data collection while keeping your marketing in line with privacy requirements. Whether users opt in or out, you can still get valuable insights and stay compliant without sacrificing performance. We’re here to walk you through these changes and explain what they mean for your business.

What is the Google Consent Mode V2 update?

In addition to now being mandatory in the European Economic Area (EEA), Consent Mode v2 offers more precise control over how user consent is collected.

With Consent Mode v2, Google has introduced two new settings:

• Consent for sending user data to Google for advertising, allowing users to agree to their data being used for advertising purposes.
• Consent for personalized ads, allowing users to agree to their data being used for remarketing purposes.

The new update also offers two implementation options:

• Basic consent mode automatically blocks Google Tags until users grant consent via a consent banner, limiting data collection to essential information and reducing advertising targeting and insights.
• Advanced consent mode loads Google Tags before your consent banner appears and adjusts data collection based on user consent. This option allows for full tracking for ads and personalization when consent is given, while still complying with privacy rules.

If your business uses Google Ads, Analytics, or other Google tools, implementing these changes is crucial to avoid potential legal risks and keep your data collection accurate.

Why is this update important?

You might be wondering why Consent Mode v2 matters if your business is outside the EEA. The truth is, people everywhere want to control their data, and following these international standards helps your brand stand out as trustworthy and reliable. This update protects your business and builds credibility with your audience by showing you’re serious about their privacy.

Plus, Consent Mode v2 offers a great opportunity to boost the performance of your advertising campaigns. When properly set up, it captures accurate data, allowing for more effective audience targeting and better overall results.

Implementing Consent Mode v2

Implementing Consent Mode v2 can be done manually or through a  Consent Management Platform (CMP). A CMP is essential for managing user consent in a way that aligns with the latest data privacy updates. 

A CMP, such as CookieYes or OneTrust, can save you time by automating the setup or upgrade of your website’s consent banner. It handles everything from managing the banner content to sending consent signals back to Google, ensuring reliable conversion tracking and audience targeting. Your Consent Management Platform will do all the heavy lifting for you.

Ready to Implement Consent Mode v2?

If you want to ensure that your website is trustworthy and compliant with the new updates, Array is here to help you navigate the ever-changing data privacy landscape.