How Consent Mode V2 affects data collection and protection

Recent changes to European privacy regulations have prompted Google to implement Consent Mode V2 from March 2024, an update that will allow websites to manage cookies according to users’ explicit consent. This system is crucial for sites using services such as Google Analytics or Adwords, as without it they will not be able to collect data or personalise experiences without user consent, which could lead to regulatory issues and loss of functionality.

Consent Mode V2 works by adjusting the behaviour of Google tags based on user’s preferences, who must opt-in to the cookies they accept. These include cookies that are essential to the operation of the site, third-party cookies for advertising or social media, and measurement cookies to analyse user behaviour. The tool also creates a standardised signal that communicates consent to Google and other services, ensuring that only authorised data is processed.

The benefits of Consent Mode V2 include enhanced user privacy, flexible consent management and improved data measurement. This allows companies to continue to collect valuable data while respecting privacy preferences, optimizing advertising and site performance. To implement it, websites must integrate a consent management platform, update Google tags, and customize consent messages in a clear and accessible way