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In this article, we will take a closer look at what exactly Consent Mode is. We will explain why it was created and what the consequences of not having it can be.
What is Consent Mode?
Consent Mode is a tool from Google that enables website owners to adapt the way they process users' data depending on their consent to the use of cookies. The mechanism, introduced in 2020, allows the lawful collection of data while allowing users to decide on their privacy.
New regulations: Consent Mode 2.0
In March 2024, Google updated the Consent Mode to version 2.0, responding to new EU legislation, including the Digital Markets Act. A key change is the requirement to explicitly state what the user has consented to. If there is no such declaration, consent is assumed not to exist. The introduction of two new parameters - ad_user_data i ad_personalization - allows site owners to better manage advertising data according to user preferences.
Why implement Consent Mode 2.0?
Consent Mode 2.0 is becoming mandatory for all companies using tools such as Google Ads or Google Analytics. The implementation of this mechanism is essential to avoid data protection issues and ensure the effectiveness of marketing activities.
This mechanism allows data to be collected even without the user's full consent, using AI algorithms for behavioural modelling, enabling better targeting of advertisements.
What are the risks of not having Consent Mode?
Failure to comply with the new regulations could have serious consequences. Companies may lose the use of remarketing and conversion tracking, which will significantly reduce the effectiveness of their campaigns. Additionally, non-compliance with RODO can lead to financial penalties and image damage.
How to implement Consent Mode 2.0?
The implementation of Consent Mode 2.0 involves several steps:
- Choosing the right consent management tool - It is worth reaching for certified solutions that facilitate implementation.
- Preparation of an information banner - users must be informed of the manner and purpose of data collection.
- Integration of new tracking codes - it is necessary to update the tracking codes using Google Tag Manager.
- Performance testing - Once the mechanism is in place, it is worth making sure that everything is working properly.
Summary
Consent Mode is a key tool to help companies adapt to the data protection regulations and manage user data effectively. Its implementation is not only necessary to avoid penalties, but also to effectively run advertising campaigns and build user trust.
