What is consent mode v2?
Consent Mode v2 is an update to Google's original Consent Mode, designed to better comply with stricter privacy laws, such as the General Data Protection Regulation (GDPR) and the Digital Markets Act (DMA) in Europe. The main purpose of Consent Mode v2 is to help websites collect data and display ads in a way that respects users' privacy preferences. When a user visits a website and refuses their consent to use cookies, Consent Mode v2 ensures that basic data can still be collected, but in an anonymized and aggregated way. This helps companies still gain valuable insights even if some users do not give full consent to tracking.
Consent Mode v2 introduces new parameters such as "ad_user_data" and "ad_personalization," which determine what data may be collected and how it may be used for advertising purposes. In the basic version of Consent Mode v2, no data is collected if a user does not give consent. In the advanced version, cookie-free signals can be sent, allowing limited but valuable data to be modeled to analyze trends and performance. This allows advertisers, even without full user consent, to still gain useful insights and optimize their campaigns.
In practice, it is important for companies running SEA campaigns to implement Consent Mode v2, especially if they are targeting users in Europe. Without this implementation, important data can be lost, which can negatively affect campaign performance. A best practice is to opt for the advanced version of Consent Mode v2, as it offers more detailed modeling and better insights. In addition, make sure you are using a proper Consent Management Platform (CMP) to properly manage and communicate user consent with Google. By deploying Consent Mode v2 effectively, businesses can comply with privacy laws while maximizing ad performance.
