An EU regulation known as the Digital Markets Act comes into force on 1 March 2024 , which names companies, including Google, as responsible for their significant influence in the digital environment and imposes obligations on them. One of the measures that Google must implement under the regulation is how it obtains and uses users’ consent to collect their data for advertising and analytics purposes.
What extensions does Google Consent Mode version 2 include?
Based on this regulation, Google has updated the so-called Google Consent Mode version 2, which it uses to pass information about user consent to its advertising and analytics tools. In the original version of the consent, website visitors could agree to the use of their data for advertising or analytics purposes. In the new updated version, the consent options are further expanded to include consent to:
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advertising personalization (remarketing)
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consent to the collection of user data.
Correct configuration of this update is necessary for the proper functioning of both Google Analytics and Google Ads advertising systems.
Google Consent Mode version 2 (GCMv2) is available in two implementations, basic and advanced. The basic version has significantly limited data collection capabilities and is unable to measure any data if the user does not provide consent. In practice, up to several tens of percent of data from these users on conversions or sources of visits may be missing, both in analytics and advertising systems.
The advanced version of the integration offers, in dentist database case of user disagreement, the measurement of some key signals on the website, thanks to which it can model missing conversion or visit data much more accurately, in anonymized form and while respecting the user’s disagreement. This data will allow us to model the real performance of advertising campaigns and the website much more accurately, thanks to which we can make much more precise and correct decisions about website performance, visitor sources or return on investment in advertising.
How to properly integrate Google Consent Mode v2?
If you have implemented a cookie bar from us, you must set up GCMv2 manually within Google Tag Manager. If Google products are important to your business, we recommend that you set up Consent Mode V2 well in advance of March 2024 to minimize potential issues.
Customers who actively advertise in Google Ads and it is important for them to properly optimize for conversion performance, we recommend implementing the so-called Enhanced Conversions within the Google Ads conversion tag. This is an shopping data additional signal about the user, transmitted to Google, based on which it can estimate conversions that it would not normally capture.
It is possible to send several pieces of information, such as Name, Surname, Phone, but the most important is email.
Suitable for customers who measure an e-shop improve page loading time order or a submitted form as a conversion, where you can work with user attributes.
More in Google Ads Help
Facebook Conversion API
As a bonus (which is not related to Google Tag and the previously mentioned areas) is the Facebook Conversion API (CAPI). An extended method of doing advanced event tracking compared to the client side Facebook pixel. This is server-to-server communication, where information is transferred about the user’s visited pages, set events, etc.
To properly set up advanced Facebook event measurement, you need to set up your own server/server side GTM container hosted within the Google Cloud platform and set up server side tagging for Facebook events. The Facebook conversion API will allow you to better estimate conversions and collect the maximum amount of data to improve the performance of your campaigns and partially compensate for losses caused by Apple’s iOS updates.