Google Consent Mode V2: how to prepare for March 2024

Darika Lunardon
24 February 2024


A big change is coming soon to the world of online privacy and data, and it will impact your business if you use Google Ads and Analytics. Starting in March 2024, Google Consent Mode V2 will go into effect, and it’s important that you know what it means and what you need to do.


What is Google Consent Mode?

Google Consent Mode is a technology developed by Google to help website owners comply with privacy laws, given the entry into force of the new Digital Markets Act which aims to guarantee greater privacy and transparency on user consent to all within the European Union.

In November 2023 Google released Google Consent Mode V2, the implementation of which becomes mandatory from March 2024 for those who want to continue using Google Analytics 4 audiences.

This is a tool that allows websites to change how Google services, such as Google Analytics and Google Ads, manage user data based on the user’s cookie consent.


How does Google Consent Mode work?

  • User Consent: When a visitor comes to a website, they are asked for permission to use cookies or other tracking technologies. This is usually done via a cookie banner.
  • Signal processing: depending on the user’s choice, the website sends a signal to Google services regarding the consent status. For example, if you do not consent to the use of advertising cookies or analytical cookies.
  • Personalized behavior: Google services adapt their behavior based on these signals. For example, if a user does not consent to advertising cookies, Google Ads will not show personalized ads to that user. Likewise, if there is no consent for analytical cookies, Google Analytics will not collect complete data about the user.
  • Conversion modeling: One of the key features of Consent Mode is its conversion modeling capability. This means that even if users don’t consent to certain types of data collection, Google can still help estimate conversions and other key metrics using machine learning and aggregated data.
For more information about consent mode, read here.

Why Google Consent Mode V2 is important

This new update from Google is important because it ensures that your website complies with European privacy laws. Adapting to this update is therefore essential to ensure that your campaigns remain effective, respectful of user privacy and in full compliance with current laws. So, what does this mean for you?

  • Flexible Consent Management: Google Consent Mode gives companies more control over how data is collected and used, allowing for personalization based on user consent.
  • Optimization and intelligent management of Campaign data: allows you to continue collecting valuable data for the analysis and optimization of your campaigns, while respecting user consent. If a user does not consent to cookies, Consent Mode V2 continues to estimate conversions.
  • Privacy and GDPR Compliance: your site will be fully compliant with European laws and ensures that your advertising activities are in line with privacy laws, avoiding potential penalties. This is also good for the trust of your visitors.

What happens if you don't update it before March 2024?

Not updating to Consent Mode V2 can cost you dearly because:

  • Significant drop in performance: there will gradually be a significant drop in the effectiveness of your campaigns
  • Less detailed information: you will no longer be able to clearly see how your ads are performing.
  • Difficulty with audiences: It will be more difficult (or even impossible) to create new audiences in Europe and the UK. In the absence of this update, it will be impossible to create, update or import audiences from Google Analytics 4 to Google Ads, compromising campaign strategies, especially remarketing ones.
  • Possible blocking of the Google Ads account: it cannot be ruled out that non-compliance will lead to the temporary blocking of the Google Ads account due to non-compliance.

How to prepare

Here are some steps you can take to prepare:

1. Check if you have site visitors from Europe or the UK.

2. Make sure you have a good consent management platform (CMP). Preferably, choose a platform that supports Consent Mode V2. Google recommends using one
CMP certified (we recommend Iubenda orCookieyes). This means that homemade cookie banners may no longer be enough.

3. Set the parameters:
ad_personalization: relating to the use of data for personalized advertising
ad_user_data: relating to the submission of proprietary user data

4. Create a new tag for Consent Mode in GTM (Google Tag Manager), client-side o server-side.

5. Check that everything is working properly.


It's time to act

Google Consent Mode V2 is a crucial development for all businesses using Google Ads and Analytics. Not making this update could have serious effects on the performance of your advertising campaigns and consequently undermine your investments and your online marketing strategies. So don’t wait too long to take action, and make sure you’re in compliance before March 1, 2024, so you can continue to get the most out of Google services.

The most popular CMPs provide a series of indications on integration, but the support of your web agency is essential for correct implementation and to make the most of the potential of Consent Mode.

If you don’t know how to make the adjustment,
contact us.