Google's Consent Mode v2 - What is it? Basic vs Advanced Consent Mode Explained [March 2024]
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- เผยแพร่เมื่อ 29 ก.ย. 2024
- As a part of Google’s ongoing commitment to a privacy-centric digital advertising ecosystem, they are strengthening the enforcement of their EU user consent policy.
To keep using ad personalization and remarketing features, you must collect consent for use of personal data from end users based in the EEA and share consent signals with Google.
This means that from March 2024, the implementation of Consent Mode v2 is a requirement if you wish to continue serving personalised ads or remarketing via Google Ads within the EEA.
In this video, GlowMetrics' Digital Analytics Director, Michael Wilson explains:-
- What is Consent Mode?
- How does Consent Mode work?
- What’s the differences between Basic Consent Mode and Advanced Consent Mode?
- What do Consent Mode’s cookieless pings do?
- How does Consent Mode modelling work for Google Ads?
- How does Consent Mode modelling work for GA4?
- How do we implement Consent Mode?
- Which CMPs have a native integration?
- How do we set up Consent Mode via GTM using Simo Ahava’s tag templates?
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References:-
About Consent Mode: support.google...
Basic vs Advanced Consent Mode: support.google...
Cookieless Pings: support.google...
Consent Mode Google Ads Conversion Modelling: support.google...
Consent Mode GA4 Behavioural Modelling: support.google...
Consent Mode CMP Integrations: support.google...
Simo Ahava Consent Mode GTM Tag Template: www.simoahava....
Great video, explains everything really well!
In your example, if you don’t manage consent with your other Google ads tags, they will push data whatever is consented by the user no?
Short answer is yes... in the video, we've implemented advanced consent mode so all of our tags still fire but the consent status is sent to Google as either 'granted' or 'denied'. If you only want to implement Basic Consent Mode then you'd need to implement blocking triggers via GTM based on the consent states for all of your Google Ads tags (and GA4 tags, etc).
Interesting!
Is your setup for basic or advanced consent mode?
The setup example at the end is Advanced consent mode. If you only wanted to implement Basic consent mode, you should add an additional rule to only fire the tags when analytics consent = granted (or a blocking rule for analytics consent = denied).
@@GlowMetrics Thank you! Can you give any hints what to look for when inspecting a website and how to figure out if they have a basic or advanced consent mode please?
@@desislavaandreeva4359 You can check the network requests in your browser. In Chrome... right-click -> Inspect, go to Network tab, then search for 'collect' to see the GA hits. If you then look at the Payload tab, you should see a 'gcs' parameter if consent mode is configured. If the value is 'G100' then it's Advanced Consent Mode (i.e. cookieless pings). If it's 'G111' then the user has consented to both GA4 + Google Ads.
@@GlowMetrics That's briliant! If I understand correctly, this is post-banner interaction and gcs = G100 is when the end user rejects cookies and it is a clear indication of advanced consent code or at least some sort of. Also, no matter what the value of gcd is , we pay attention on gcs for any trace of cookieless pings. Am I correct?
@@desislavaandreeva4359 That's my understanding at least, yes. You can also see the gcs value within Tag Assistant if you look at the individual GA hits there - a slightly nicer interface than inspecting the network hits but essentially the same thing. The best resource i've found online that explains the details of the values etc is Simo's here: www.simoahava.com/analytics/consent-mode-v2-google-tags/
I liked this video so much I just smashed the like button and subscribed.