Since March 6, 2024, Google Consent Mode is no longer just an option for companies, but a legally binding obligation. Companies that do not implement this consent mode risk not only legal consequences, but also significant damage to their online presence. Google has announced that failure to implement Consent Mode by the end of the quarter (September 30, 2024) will result in your Google Ads, Google Analytics and Google Tag Manager accounts being suspended. This would disable your ads and significantly restrict access to important data. In addition, there may be violations of data protection regulations, inaccuracy in conversion measurement and impairment of ad personalization. Users of Google Analytics, Google Tag Manager and Google Ads are affected. It is therefore crucial to take action now and implement Google Consent Mode on your website to ensure the protection of your data and the smooth operation of your advertising measures.
What is Google Consent Mode?
Google Consent Mode is a tool that helps companies to efficiently manage their users' consent to Google tags. Google tags are small snippets of code that measure the performance of your website and advertising efforts. They play a central role in collecting data to optimize the user experience of your website and check the effectiveness of your advertising. Learn more about how to optimally prepare your website in our article on the Accessibility Reinforcement Act (BFSG).
The special thing about Google Consent Mode is that it provides valuable data even if users do not give their consent to data collection. Google closes these gaps with modeled data and continues to provide you with important insights - in compliance with all data protection guidelines, of course.
Why is Google Consent Mode so important?
In today's digital landscape, data protection is a top priority. Especially in Europe, companies are obliged by the EU General Data Protection Regulation (GDPR) and the Digital Markets Act (DMA) to ensure the protection of user data. Google Consent Mode helps you to comply with these regulations and ensure data quality at the same time. Learn more in our Step-by-step instructionshow to plan and execute a successful marketing campaign while complying with data protection regulations.
Without Consent Mode, you risk legal problems and the loss of important data that is essential for optimizing your marketing strategies and your website. By implementing Consent Mode, you stay on the safe side and can concentrate fully on your core business without having to worry about potential data breaches.
How does Google Consent Mode work?
Google Consent Mode works with an API (application programming interface) that introduces four different settings to manage user consent:
- Analytics StorageThis setting asks the user whether they agree to their data being used for analysis purposes. This is important to understand how users interact with your website. Find out more in our article Create a powerful and user-friendly website.
- Ad StorageThis is about whether the user agrees that their data may be used for advertising purposes. This setting mainly concerns the measurement of the effectiveness of advertisements.
- Ad User Data (new)This new setting asks the user whether their personal data may be used for advertising purposes. This may include sensitive data that is used for targeted advertising.
- Ad Personalization (new)This setting asks the user whether their data may be used for remarketing, i.e. for the personalized targeting of users who have already shown interest in your offer.
Users can give or refuse their consent via the cookie banner on your website. Depending on their decision, the corresponding data will then be transmitted to Google platforms.
Our solution for you
Implementing Google Consent Mode can be challenging, especially if you're not familiar with the technical details. But don't worry - we've got your back. Our team offers a quick check of your current setup to ensure that Google Consent Mode is correctly integrated. If we identify any adjustments, we'll be happy to handle the full implementation for you.
This keeps your Google Ads and Analytics accounts protected, and you can be sure that your website complies with data protection regulations. Leave this task to us so you can focus on what really matters - your business success.
Your next step
We strongly recommend that you implement Google Consent Mode as soon as possible. This ensures that you comply with data protection regulations and at the same time guarantees the accuracy of your data measurement. This allows you to keep track of the performance of your website and your advertising measures, even if not all users give their consent to data collection.
If you have any questions or need support, don't hesitate to contact us. Together we can make your website fit for the future!