Consent Mode V2

Alright, let’s break this down. Consent Mode is basically Google’s sneaky way of getting some info from people who aren’t cool with cookies. Instead of using personal data (like cookies and other browser stuff), it collects signals to guess what’s happening on your site. This is super helpful for analytics (Google Analytics 4) and conversions (Google Ads, Floodlight) when folks aren’t exactly rolling out the welcome mat for tracking.

Quick heads-up! We’re not diving deep into the ethical debate about collecting data from people who say “no thanks.”

So how does this “unconsented” data thing work? It basically skips accessing browser storage, so Google can’t directly identify you. Instead, it uses random stand-ins to get the job done. It’s like peeking through a crack in the door instead of bursting right in.

What’s New in Consent Mode V2? 🚀

Glad you asked! V2 keeps the original signals but adds some new ones:

• ad_user_data: Did the user say “yes” to ads?
• ad_personalization: And did they agree to personalized ads (aka remarketing)?

These don’t change how tags behave on your site; they just give Google a heads-up on how to handle the data that does come through.

Think of it like this:

• ad_storage and analytics_storage decide if data can even enter the building.
• ad_user_data and ad_personalization tell Google what kind of party it can throw with the data that made it inside.

Oh, and there are some extra settings for the privacy-conscious folks. Options like ads_data_redaction block identifiers in ad streams, and allow_ad_personalization_signals does the same with data used for Google Ads. If there’s a conflict between settings, the strictest rule wins (it’s like a “better safe than sorry” approach to data).

Advanced vs. Basic Consent Mode 🤓

V2 also introduces Advanced and Basic Consent Modes:

• No Consent Mode: Nada! Consent Mode isn’t set up, so Google collects everything as usual.
• Basic Consent Mode: Consent Mode is active, but data only flows if the user explicitly agrees.
• Advanced Consent Mode: Consent Mode is on, and data rolls in even if users opt out.

So, Advanced Mode lets you model data for both “yes” and “no” users, but be careful: How much do you really trust data from people who didn’t give you permission?

Basic Consent Mode Demystified 👀

It’s pretty simple: With Basic Mode, you set up Consent Mode, but tags only fire if someone says, “Sure, go ahead.” Right now, you’re in charge of setting this up; there’s no magic “Basic Consent” switch yet. You’ll need to manually block tags unless the user gives the green light.

Diving into Google Tag Manager’s Consent Settings 🏗️

Google Tag Manager (GTM) has a nice interface to manage these new rules.

Here’s a quick breakdown:

• Built-in Consent Checks: Checks which consent settings the tag uses.
• Additional Consent Checks: Determines if all required consent settings are “granted” before the tag fires.

And remember: GTM only has built-in checks for ad_storage and analytics_storage since they control how tags work on-site. The others are just handy URL flags added to Google Analytics 4 requests.

Advanced vs. Basic: Do I Need to Re-Send Hits? 📬

In Advanced Consent Mode, if someone changes their mind and grants consent, all past hits on that page get reprocessed with the new “granted” status. For Basic Mode, you’ll have to manually start data collection when users say “yes.” Easy peasy!

Do I Have to Use Consent Mode in 2024? 🔮

Maybe! Especially if your visitors are from the European Economic Area. At the very least, you’ll probably need Basic Consent Mode on all your Google tags. This ensures Google only gets data from users who willingly share it.

If you’re running Google ads or tracking conversions, Consent Mode is a must. Just set up these flags:

• ad_user_data: To use user IDs or first-party data.
• ad_personalization: For remarketing purposes.

Conversion tracking might work without Consent Mode, but it’ll be less accurate if Consent Mode isn’t active.

Is This a Data Protection Game-Changer? 🤔

From a privacy standpoint, not much has changed. When you’re in Basic Mode, you’re still only collecting data from consenting users. The only difference? Now, Google gets a “consent granted” tag with the data.

As for Advanced Consent Mode, proceed with caution. You’re still collecting data from folks who’ve said “no.” Think carefully about it, and maybe consult with a legal expert.

Is Consent Mode Active? How to Check 🕵️

You can verify if Consent Mode is on using tools like:

• Google’s Tag Assistant (super easy)
• Network tab in Developer Tools (look for &gcs and &gcd in URLs)

The &gcs parameter represents original consent signals, while &gcd includes new ones like ad_user_data and ad_personalization. GTM and Tag Assistant make this easy to see without digging into the URLs.

Manually Setting Up Consent Mode 🛠️

If your Consent Management Platform (CMP) doesn’t support Consent Mode, you can set it up manually with GTM or JavaScript. The key is to configure a “default” command at page load, and then run an “update” command once a user makes their consent choices.

Here’s a basic JavaScript example:

JavaScript

window.gtag = function() { dataLayer.push(arguments); }
window.gtag('consent', 'default', {
  ad_storage: 'denied',
  analytics_storage: 'denied',
  ad_user_data: 'denied',
  ad_personalization: 'denied',
  wait_for_update: 500
});

const updateConsent = newConsentStates => {
  window.gtag('consent', 'update', newConsentStates);
  writeStatesToStorage(newConsentStates);
};

Use code with caution.

What Happens if Consent Mode’s Not Done by March 2024? 🗓️

It’s still unclear, but ad targeting and audience features might get cut off. Conversion tracking might stick around, but who knows for how long. If you want to keep using Google’s ad services, get Basic Consent Mode set up ASAP.

TL;DR – Is Consent Mode Worth It? 🤷‍♂️

Consent Mode isn’t straightforward. Collecting data from people who’ve said “no” to tracking is risky business. We recommend using Basic Mode and only collecting data when users agree. Plus, Google might make Basic Mode the default setting soon, so you’ll be ahead of the curve.

Huge thanks to Markus Baersch for breaking down the details of Consent Mode V2. Check out his full article for the nitty-gritty.

Got questions or comments about Consent Mode V2? Drop ’em below!

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