In our previous blog, we introduced the basics of Google Consent Mode and why it’s critical for maintaining compliance and data collection capabilities in the face of evolving privacy regulations.
Now, let’s dive deeper into Google Consent Mode v2—what’s changed, how it ties into the new Google Analytics 4 (GA4), and why you need to act now to keep your website up to date.
What’s New in Google Consent Mode v2?
Google Consent Mode v2 is not just a simple update; it represents a significant shift in how businesses must approach user consent and data collection.
The key enhancements in GCM v2 include:
Advanced Data Modelling: While GCM v1 focuses primarily on user privacy, v2 allows for more sophisticated data modelling, even when user consent is not fully granted. This means you can still gather valuable insights without violating privacy laws.
New Parameters: GCM v2 introduces two crucial parameters—ad_user_data and ad_personalization. These settings determine how personal data is handled, especially in relation to advertising.
Implementing these correctly is vital for compliance and for the continued effectiveness of your ad campaigns.
How GCM v2 Ties Into Google Analytics 4 (GA4)
Google Analytics 4 (GA4) represents the future of analytics, with a strong focus on privacy and compliance.
GCM v2 plays a crucial role in this new environment by ensuring that data collection aligns with user consent choices.
Without GCM v2, your GA4 setup might not fully capture the data needed to optimise your marketing efforts, especially for audiences in the UK and Europe.
Why Every Website Needs to Be Updated
If your website is not updated to accommodate GCM, you risk:
Data Loss: You won’t be able to collect critical data for UK and European users, severely limiting your ability to analyse and optimise website performance.
Ineffective Ad Campaigns: Without the right data, your Google Ads campaigns will suffer, leading to wasted ad spend and lower ROI.
Legal Risks: Non-compliance with GCM v2 could expose your business to legal penalties, especially as privacy laws become more stringent.
The Plugin Solution
To ease the transition, consider using a Consent Management Platform (CMP) plugin that’s certified by Google, such as Cookiebot or OneTrust.
These plugins can automate much of the GCM v2 implementation process, ensuring that your site remains compliant with minimal manual intervention.
They also help manage your cookie banners and privacy policies, aligning them with the new Google standards.
Final Thoughts
Google Consent Mode v2 is not just another update—it’s a fundamental change in how businesses must approach data collection and user privacy.
By updating your website now, you’ll not only stay compliant but also ensure that your digital marketing efforts continue to thrive in a privacy-first world.
Need help with the update? Contact us today to ensure your website is fully compliant and optimised for the future of digital marketing.
Don’t wait until it’s too late—get in touch now and safeguard your online performance.
