Google Consent V2 & CMP.
Is this something we need to be think about implementing?

This year, it’s expected that the way we measure marketing performance and reach our audiences will evolve.
There are multiple updates within the Google suite and we need to ensure that our clients, and advertisers meet the expectations of such regulations. 

Consent Management Platform (CMP):

Imagine your online experience is like a bustling marketplace where various services and technologies want to interact with you. Some of these activities involve the collection and processing of your personal data. In the European Union, strict privacy regulations, such as the General Data Protection Regulation (GDPR), require businesses to obtain your explicit consent before they can engage in such data-related activities.

To manage and ensure compliance with these regulations, we use a Consent Management Platform (CMP). Think of it as your digital guardian that seeks your permission before allowing any data-related activities to happen. It puts you in control, ensuring your privacy preferences are respected across our online platforms.

Google’s Consent Mode V2:

One of the key players in the digital landscape is Google, and they have introduced a tool called Consent Mode V2 to help us uphold your privacy rights. This tool helps us collect and manage your consent preferences efficiently. In simpler terms, it ensures that when you visit our website, Google services, like analytics and advertisements, respect your choices regarding the use of your personal data.

Why It Matters:

Your privacy is of the utmost importance to us. By using a CMP and adhering to Google’s Consent Mode V2, we are not only meeting legal requirements but also demonstrating our commitment to transparency and respect for your choices. It means that we value your consent and take measures to protect your privacy while providing you with the best online experience.

How it works:

 

Being compliant with Consent Mode V2 ensures

• Tracking only occurs with user content. Consent Mode v2 is a more advanced version that requires explicit user consent for cookies and data usage – particularly for personalised ads and analytics.
• You are able to gather data on website conversions while respecting user privacy settings.
• Based on Google’s stat average across both basic and advance implementation, Consent mode recovers around 65% of ad-click-to-conversion journeys lost due to user cookie consent choices. 

Without Consent Mode V2 in place there is the possibility of issues with your conversion tracking across Google platforms such as, Google Ads and Ga4. You will also lose the ability to serve personalised ads and remarketing ads. This could also impact bidding algorithms, as they will run on inaccurate data, leading to less effective budget spending and optimisations. Also, too add measurability and reporting may lessen.

 

What are the Requirements 

There are some key areas that need to be in place to allow for this transition…

• A CMP (consent management platform) running in line with Google’s standard as well as the GDPR and the e-privacy directive.
• Adding a JavaScript link that will handle the CMP and the variable is managed and triggered via your Google Tag Manager.

CMP

Here’s a list of Google certified Consent Management Platforms that you may be working with already or to view if you need a partner. Our preferred partner for Consent Mode v2 is Cookiebot but we are happy to explore other options.

 

If you have any questions or concerns about our privacy practices or the tools we use to safeguard your data, please feel free to reach out. Your trust and satisfaction are our top priorities.

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