Changes and implications for website operators
Due to a new EU directive, Google is introducing several significant changes this year, such as the “Google Consent Mode v2” update. The aim of the update is to improve user privacy and data compliance. To ensure this, existing Google Consent Mode implementations must be adapted or, under certain conditions, implemented on a mandatory basis. Anyone who uses Google services such as Google Ads and Google Analytics is affected by the changes.
What exactly is Google Consent Mode?
Google Consent Mode is an interface between a website and Google. This interface allows Google to find out what consent users have given regarding the use of cookies.
The update now introduces new important features with Google Consent Mode v2. Among other things, there are two additional parameters for the Consent Mode API: “ad_user_data” and “ad_personalisation.” This allows websites to manage and reflect users' consent preferences more accurately, especially with regard to advertising data and personalized ads.
When will the changes take effect?
If you use any of the following services or features, you will need to make adjustments:
From March 2024
- Use of measurement tags for Google Ads or Google Floodlight in websites and apps
- Use of remarketing lists in Google Ads or from Google Analytics 4
- Import of user data for Google Ads advertising purposes
From December 31, 2024
- Use of Google Ads conversion tracking (including via Google Analytics 4)
Consequences of non-compliance
Failure to comply with the new guidelines can have significant consequences for web performance.
These include, among others:
- Restrictions on data collection and use
- Restrictions on analysis capabilities
- Restrictions on the personalization and effectiveness of online campaigns
Google Consent Quick Check
Our Google experts offer a quick check: They check whether your company is affected by the changes and what adjustments are necessary to continue using Google services. If further action is required, our experts will assist you with implementation. The quick check ensures that your company will continue to have access to all Google services and features in the future.
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