Google Consent Mode v2, a paradigm shift in user consent

Understanding Cookies

While you interact with cookies daily while browsing the internet, you might not fully grasp what they entail. Let's clarify. Cookies are small text files stored on users' devices while they browse websites. The primary types of these files include:

• First-party cookies – These remember user preferences such as language or account settings and aid in customizing website content to their needs.
• Third-party cookies – These are utilized by advertising platforms like Google Ads for personalized ads and user behavior analysis to better tailor ads to audience interests.

In practice, it works like this:

A user visits an online store, a news website, or a marketplace, and during this time, cookies are stored on their device. These could be tracking codes for website activity – for instance, the widely used Google Analytics – or advertising codes such as Google Ads and Facebook Pixel.

Even after leaving the site, these cookies continue to track the user's activity online, displaying ads related to previously browsed products.

Cookies and Consent Mode v2

That was the scenario until recently. Increasing user awareness about data privacy and changes in legal regulations have tightened requirements for website owners regarding cookie usage. This includes the implementation of the so-called consent mode, or in simple terms, the mode of consent.

This all stemmed from the General Data Protection Regulation (GDPR). In 2019, the Court of Justice of the European Union ruled that consent to installing cookies on users' devices cannot be automatic. Instead, website owners must inform users, firstly, that cookies are being collected and secondly, that users can block certain non-essential cookies.

As a result, tech giants had to adapt to these new legal conditions. For example, Google decided to cease support for third-party cookies. This prompted website owners to seek alternative methods for tracking and targeting users more effectively.

Enter Google Consent Mode v2

Google Consent Mode v2 entails obtaining consent for installing cookies. In essence, it involves placing an informational banner on the website, which appears on the user's screen during their first visit. This banner allows users to accept all cookies, reject them, or choose only those necessary for the website's proper functioning.

From the website owner's perspective, it poses a certain level of inconvenience. Nevertheless, it's an aspect that cannot be overlooked or ignored.

But do all websites need to implement consent mode v2? If you use any marketing system for data analysis, ad tracking, or remarketing, then yes, definitely.

The Consequences of Non-Compliance

What happens if we ignore the need to implement consent mode v2? Firstly, by collecting and using user data without their consent, we breach personal data protection regulations, potentially resulting in financial penalties upon inspection.

Secondly, the lack of consent mode will lead to the blocking of certain Google services – primarily Google Ads accounts, crucial for setting up ad campaigns on this popular search engine.

So, to avoid potential negative repercussions, it's best to implement consent mode by the end of February 2024. You can do it yourself, as explained below, or seek assistance from external specialists experienced in such implementations. You can find them at Human Intelligence on Demand.

Implementing Google Consent Mode v2

In essence, implementing consent mode is not overly complicated. If we were to distill the process into two simple steps, they would be as follows:

• Step 1: Choose and configure a cookie management tool.
• Step 2: Configure Google Tag Manager and ensure the implementation is correct.

Step 1: Tool Configuration

Let's start with selecting a cookie management tool. This tool will be responsible for displaying the informational banner we discussed earlier. Regardless, this banner must be visible, user-friendly, and allow users to consent or reject cookie installations. Google has provided a list of nine partners whose technological solutions it recommends when implementing consent mode v2.

The mentioned partners include for instance:

• Cookie Information
• One Trust
• Consent Manager
• Cookiebot
• Usercentric

Of course, you can also opt for solutions from other companies. 

Regardless of your choice, you can opt for either a paid or free version of these tools. Therefore, it's worth checking the pricing of each system to see which one suits your financial needs best.

An essential criterion here is the number of pages you maintain under one domain. 

If you have a small website or a business card type page without a blog, a free plan from one of these tools should suffice. 

However, if you operate an e-commerce store with numerous items or a blog with dozens of articles, it's likely that you maintain hundreds of pages under one domain – in which case, you'll probably need to opt for a paid plan.

If you've already made your cookie management system selection, it's time to configure it. The configuration process may vary slightly depending on the tool. 

Step 2: Google Tag Manager Configuration

Log in to your Google account and navigate to Google Tag Manager.

Once inside, follow these steps:

1. Select your container and navigate to the “Tags” section.
2. Click “New” to create a new tag.
3. Choose a tag configuration. Here, we're looking for the “Google Consent Mode” option.
4. Enter the Google Consent Mode code – this is a short JavaScript code provided by Google, which must be pasted into the tag's configuration section.
5. Choose a trigger for the tag – in this case, select the trigger type “All Pages”.
6. Save the tag and submit your changes.
7. Next, click that “Submit” button in the upper right corner of the window to apply your changes. Google will ask you to provide a description of the changes you've made – it's important to do this to keep track of modifications.
8. And that's it! You've now successfully implemented Google Consent Mode v2 on your website. 

The only thing left to do is to test whether everything works as it should. For this purpose, Google has provided a tool that simulates various scenarios, enabling you to verify if everything is correctly set up.

To access this tool, click on “Preview” at the top right of the window. A new tab will open, showing your website. Now navigate through your website as a regular user would. If you encounter any issues, go back to the Google Tag Manager window, correct the problem, and repeat the process until everything works as it should.

Wrap-Up

To conclude, Google Consent Mode v2 is an essential tool for website owners, ensuring compliance with personal data protection regulations and maintaining access to vital Google services. While its implementation may seem daunting at first, following the steps outlined above should make the process manageable even for beginners.

If you encounter any difficulties, remember Human Intelligence is here to help.