As of March 2024, Google requires all businesses in the European Economic Area (EEA) (This will include the UK) to transition to Google Consent Mode v2 for seamless Google Ads usage. This means no more audiences for remarketing and potential conversion tracking issues if you don't comply.

Why the Change?

New regulations like the Digital Markets Act (DMA) and Digital Service Act (DSA) demand stricter user privacy protection from tech giants. Google Consent Mode v2 helps ensure you comply and continue leveraging Google Ads effectively.

Consent Management vs. Google Consent Mode

Don't confuse Google Consent Mode v2 with your cookie consent banner or Consent Management Platform (CMP). While CMPs help collect user consent on your website, Google Consent Mode v2 tells Google's tools how to interpret and act on that consent.

What's Different in v2?

Two key things:

• New parameters: ad_user_data and ad_personalization require explicit user approval for sending ad-related data to Google.
• Data handling: Choose between Basic (no data sent if consent is declined/ignored) or Advanced (anonymous pings sent, similar to v1).

Key Changes with Google Consent Mode v2

Implementing Google Consent Mode v2 is essential for a seamless Google Ads experience. The impact of this implementation varies based on your current website setup.

Here's a snapshot of the differences between a website with no Google Consent Mode, Google Consent Mode v1, and Google Consent Mode v2:

1. No Google Consent Mode Implemented

   • User Accepts Cookies: CMP sends information to Google servers.
   • User Declines or Ignores Cookie Banner: No information sent to Google.

2. Google Consent Mode v1

   • User Accepts Cookies: Data observed as normal, information sent to Google servers.
   • User Declines Cookies: No analytics or marketing cookies set; anonymous, non-identifiable pings sent to Google.

3. Google Consent Mode v2

   • Basic Implementation: No information sent to Google servers in case of decline or no interaction with the cookie banner. When the user accepts cookies, data is observed as normal.
   • Advanced Implementation: Cookieless pings sent to Google servers in case of decline or no interaction. Legal uncertainties similar to Google Consent Mode v1. Two additional parameters added: ad_user_data for advertising data and ad_personalization for ad personalization.

Unsure about your current setup? We can help! Contact Oak Haven Solutions to assess your website and guide you through Google Consent Mode v2 implementation.

Don't wait until March! Ensure your Google Ads campaigns stay compliant and effective with Oak Haven Solutions' expert guidance.