The new Google Consent Mode V2 replaces the first version from 2020. The second version will be mandatory from 6 March 2024.
Which functions you can no longer use without Google Consent Mode V2
- Loss of data: Conversions such as purchases or registrations are only recorded if consent is given, which leads to unreliable results.
- Limited measurement: Without a correct consent signal, key performance indicators for campaign evaluation are missing.
- Deactivated functions: Remarketing and personalised ads are not possible without user data.
- Less targeted adverts: Without consent, the effectiveness of adverts decreases.
- Incomplete data: Analyses are falsified or incomplete due to lack of consent.
- Limited user insights: The understanding of user behaviour suffers, making strategic decisions more difficult.
Implement a Google certified CMP
Companies need a Google-certified Consent Management Platform (CMP) to effectively implement Google Consent Mode V2. A certified CMP ensures that user consent is properly obtained and that the relevant signals are correctly transmitted to Google. This is crucial in order to fulfil the requirements of the ‘Google European Union User Consent Policy’ and to be able to continue to use the functions of Google Ads and Google Analytics to their full extent.
Some of the advantages of a CMP:
- A CMP helps you to ensure legal compliance. It allows you to obtain and manage user consent properly.
- With a CMP, consent signals can be automatically forwarded to Google services such as Google Ads or Analytics.
- With correctly obtained consent, you can collect more accurate data, which leads to better analyses and more effective marketing strategies.
Better conversion rate thanks to conversion modelling
Conversion modelling uses statistical methods and machine learning to estimate missing data on user conversions. At a time when direct measurements are less reliable due to privacy regulations and limited tracking, conversion modelling fills these gaps. This gives companies a more complete picture of their marketing performance.- According to Google, by using conversion modelling, advertisers can measure up to 70% more conversions that would otherwise not be captured due to privacy and cookie restrictions.
- Companies report a 20-30% increase in ROAS as the more accurate conversion modelling data allows for more efficient budget allocation.
- Conversion modelling can help close data gaps of up to 95% by statistically estimating missing conversions.
More complete data collection
By modelling conversions, missing data that was not collected due to data protection or cookie restrictions is added. This allows data gaps to be closed efficiently.
More precise performance measurement
Companies get a more accurate picture of the effectiveness of their marketing campaigns, which leads to better decisions and optimisation.
More efficient marketing strategies
With more accurate data, marketing campaigns can be better analysed and optimised, which increases their effectiveness. More efficient budget utilisation and targeted advertising measures increase the return on investment.
Ongoing use of Google services
By implementing Consent Mode V2, important functions of Google Ads and Google Analytics are retained. Companies can continue to benefit from new and improved functions that are only available with Consent Mode V2.
We implement the best CMP in Europe for you
We implement the Google-certified and Europe's leading CMP from Usercentrics for you. We integrate the CMP seamlessly into your technology stack and ensure cross-platform consent collection. Do you need to fulfil additional data protection laws such as the GDPR? No problem - we customise the CMP to your individual requirements. Benefit from customised solutions for every industry.
Rely on our years of global expertise in data protection. Together with Usercentrics, we have successfully achieved compliance in various industries. Thanks to our connection to digital analytics, you benefit from maximum opt-in rates. We also offer services such as the implementation of Google Tag Manager to optimise the collection of user data without consent.
