Google Consent Mode v2, a consent mode that is required by the DPA. What does it consist of?

By the end of February 2024, all website owners should implement a new version of consent mode, known as consent mode v2. This mode will allow site users to make choices about which cookies can track them. This is an important step in providing greater control over the privacy of personal information online.

Google Consent Mode v2 – Key Issues:

• The role and function of cookies
• Introduction to Google Consent mode v2
• Consequences of not implementing the consent mode
• How to enter Google Consent mode v2
• Summary

The beginning of understanding this issue requires an explanation of what cookies are and how they work. These are small text files stored on users’ devices when they visit websites. We divide them into:

• First-party cookies – which remember user settings and preferences, such as site language or content personalization.
• Third-party cookies – used by advertising platforms like Google Ads to customize ads based on users’ online behavior.

When you visit sites, cookies record your actions, allowing them to continue to be tracked, even after you leave a site. Tools such as Google Analytics and Google Ads are responsible for this.

Changes in laws, including the introduction of RODO and a ruling by the Court of Justice of the EU, have forced websites to obtain explicit permission to install cookies. Google, responding to these changes, decided to stop supporting third-party cookies, prompting site owners to look for alternative solutions for tracking users.

Google Consent mode v2 is a tool that allows you to place an information banner on your site where you can manage your cookie preferences. The requirement to implement this solution applies to everyone who uses data analytics and marketing tools.

Failure to implement this mode can lead to data protection violations and financial consequences, as well as loss of access to tools such as Google Ads.

The implementation of Google Consent mode v2 consists of two steps:

1. Selection and configuration of a cookie management tool, such as Cookiebot or One Trust, from those recommended by Google. The decision to choose a tool depends on the specifics and size of the site.
2. Google Tag Manager configuration, which includes installing the appropriate tag for the selected cookie management system and enabling consent mode.

Implementation of Google Consent mode v2 is necessary not only for legal requirements, but also to maintain the functionality of advertising accounts and the help of external specialists can be invaluable for complex implementations. IT Outsourcing – learn about our comprehensive offer.