According to GDPR laws, websites are obliged to notify users of the cookies they use, giving detailed information about the purpose of each cookie and allowing the user to select which type of cookies they are willing to accept.
In this sense, companies that have not installed consent mode v2 by March 2024 will no longer be able to collect data using Google platforms such as Google Analytics, Tag Manager or Google Ads.
If consent mode v2 is not implemented in the consent banner on your website, it will have profound consequences for the use of various platforms:
- Audience building and remarketing features for campaigns will be impaired, if not completely disabled.
- The connection between Google Analytics 4 (GA4) and Google’s advertising services (such as Google Ads) will also be affected. There will be no communication of audiences or other relevant data between platforms.
- The loss of measurement of monitored data will be felt in Europe, more specifically in the European Economic Area, the European Union and the United Kingdom.
This change should be implemented on all websites and applications with tags sent to Google, as well as when uploading data from non-Google sources, such as imports of offline conversions or in-store sales.
How to update this version
How you activate and use consent mode depends on the implementation of your site.
To obtain consent and the tag inclusion platform used, either Google Tag Manager (GTM) or Google Tag.
When it comes to a consent management platform (CMPs) that supports Google’s consent mode:
- Use the tag generation templates in the community template gallery to create tags and manage consent.
- Use JavaScript code for sites that use gtag.js.
For customised implementations and CMPs without consent mode support:
- If you use GTM, you can create your own template with the tag generation consent APIs.
- If you use gtag.js, manually add the consent code to each page, either as direct commands or in a customised HTML snippet.
Features of Consent Mode v2
Unlike the previous consent mode, this is a more advanced version that requires the user’s explicit consent for the use of cookies and data, especially for personalised ads and analytics.
This update is mandatory for websites using Google services. More than just a technical change, it responds directly to the evolution of digital privacy regulations and user preferences.
Make sure you implement consent mode v2 as soon as possible and collect data more reliably and in compliance with the GDPR.
Contact SmartLinks for more information.
References:
https://support.google.com/tagmanager/answer/13695607?hl=en
https://developers.google.com/tag-platform/security/guides/consent
