Google has begun notifying advertisers across the UK and EU (mainly the EU at present) that their websites are not in compliance with its ‘EU User Consent Policy’, specifically regarding the correct implementation of ‘Consent Mode v2’. Google has stated that, as of 21st July, it will begin to disable personalised and non-personalised advertising, remarketing, and conversion tracking for any advertiser not meeting the updated policy standards.
This enforcement is part of Google’s response to the ‘Digital Markets Act (DMA)’, a sweeping EU regulation that aims to give users more transparency and control over how their data is used. For businesses that rely on Google Ads, remarketing, or conversion tracking, this change could have a serious impact on performance metrics and advertising effectiveness if left unaddressed.
So, what exactly is Consent Mode v2 and how do you make sure your website is compliant?
What Is Consent Mode v2?
Consent Mode v2 is Google’s updated framework that works alongside your cookie banner or Consent Management Platform (CMP). It allows Google tags (such as Google Ads and Google Analytics) to adjust their behaviour based on user consent choices. In other words, if a user opts out of tracking or personalised ads, your tags will respect that preference.
Version 2 of Consent Mode introduces two ‘new’ consent signals:
- ad_user_data`: Controls whether personal data can be used for advertising purposes.
- ad_personalization`: Controls whether personalised advertising (like remarketing) is allowed.
These signals are added to the existing ones:
- analytics_storage`
- ad_storage`
Together, these give you a more nuanced way to inform Google what a user has consented to, or declined.
Why This Matters Now
Previously, even if users opted out of cookies, some data could still be collected in a limited, anonymised form to power essential services like conversion tracking. However, under the ‘DMA’, this is no longer sufficient. Google must now receive explicit consent signals from a Google-certified CMP (Consent Mode Platform) before enabling any advertising-related features, whether personalised or not.
If you haven’t upgraded to Consent Mode v2 and are not using a certified CMP, Google may ‘disable your tracking and ad delivery’, which will disrupt campaign performance and data accuracy.
How to Implement Consent Mode v2
Here’s a step-by-step guide to get started:
- Choose a Google-Certified CMP
Start by selecting a Consent Management Platform that is certified by Google. Some of the more popular options include:
- Cookiebot
- OneTrust
- Usercentrics
- Iubenda
These CMPs are designed to send the correct consent signals to Google tags automatically.
- Update Your Google Tags
If you’re using Google Tag Manager (GTM):
- Enable Consent Mode in GTM.
- In your tag settings, set Consent Type for each tag (Google Ads, Analytics, etc.).
- GTM will then respond to the user’s consent selection via the CMP.
If you’re using hardcoded tags:
- Replace your current gtag.js script with one that includes the ‘default’ and ‘update’ commands for Consent Mode v2.
For example:
“`javascript
gtag(‘consent’, ‘default’, {
‘ad_storage’: ‘denied’,
‘analytics_storage’: ‘denied’,
‘ad_user_data’: ‘denied’,
‘ad_personalization’: ‘denied’
});
// Update based on user selection
gtag(‘consent’, ‘update’, {
‘ad_storage’: ‘granted’,
‘analytics_storage’: ‘granted’,
‘ad_user_data’: ‘granted’,
‘ad_personalization’: ‘granted’
});
“`
Your CMP will usually handle this update automatically after the user makes a choice.
- Test Your Setup
Use Google’s Consent Mode Debugging Tool or the Google Tag Assistant extension to ensure the correct signals are firing. Also, test various user scenarios (accept all, deny all, partial consent) to ensure your implementation is robust.
IMPORTANT
Ignoring Consent Mode v2 is not an option for advertisers in the UK or EU. Without it, you could lose access to crucial marketing tools like remarketing lists, accurate conversions, and performance tracking. While the deadline has passed, late implementation is better than none at all.
Take action now. Update your site, integrate a certified CMP, and make sure Google receives the signals it needs. Your advertising performance, and compliance, depend on it. Alternatively, get in touch with Manifesto to see how we can assist with your marketing.
