Contents
What?
Consent Mode V2 is a new standard from Google that allows online stores to precisely manage user consent to data processing for analytical and marketing purposes.
Why?
Due to new privacy regulations—including GDPR and ePrivacy—e-commerce owners must comply with legal requirements without compromising the ability to effectively track conversions and analyze data. Consent Mode V2 is not only a requirement but also an opportunity for better data modeling and maintaining the effectiveness of advertising campaigns.
Who is it for?
Online store owners, internet marketing specialists, data analysts, and those managing advertising tools and user consent in the digital world.
Background:
As of March 2024, Google is requiring the mandatory implementation of Consent Mode V2 for advertisers in the EU who wish to use conversion tracking in Google Ads and GA4. This new consent management mode enables dynamic adjustments to data collection based on user preferences and introduces advanced data modeling. While the solution offers many benefits, its implementation is associated with technical challenges, costs, and compliance issues. Therefore, it is crucial for companies to prepare well for implementation and consciously utilize the new opportunities offered by Consent Mode V2.
Consent Mode V2 – a new standard for consent management in online stores
What is it? Consent Mode V2 is an advanced Google tool that allows online store owners to better and more precisely manage user consent to data processing for analytics and advertising purposes.
Why is this important? New privacy regulations like GDPR and ePrivacy require companies to be transparent with users about how their data is used. Consent Mode V2 helps you meet these requirements while optimizing the effectiveness of your advertising campaigns.
Who's it for? For online store owners, marketers, and data analysts who want to balance user privacy needs with advertising effectiveness.
Consent Mode V2 – what's new in the digital world?
Consent Mode V2 is an expansion of the first version of user data requirements, introducing more advanced consent management features. It allows for dynamic adjustments to data collection based on user consent. This means that even if a user does not consent to all data categories, the system can still operate in restricted mode, providing valuable information for online store owners. This also means that users can manually decide not only whether they want data collected/processed, but can now precisely select which data, for what purposes, and whether they consent.
New features in Consent Mode V2 include:
- Better integration with Google Analytics 4 – enables more accurate conversion tracking while respecting user privacy.
- Advanced reporting – allows you to analyze campaign effectiveness even with limited access to data.
- Dynamic tag adjustment – automatic adjustment of marketing tags depending on the consent provided.
- Increased data security – compliance with the latest privacy standards.
- Support for various types of consent – the ability to define consents separately for advertising, analytics, personalization and remarketing.
- Advanced data modeling mode – allows estimation of missing data based on user behavior patterns.
User problems with Consent Mode V2 – what do online store owners say?
Users report various difficulties with the implementation and operation of Consent Mode V2, especially in the context of traffic analysis and the effectiveness of advertising campaigns.
1. Problems with distinguishing website traffic
If a user opts out of tracking, the data is modeled, but traffic sources cannot be clearly distinguished . As a result, reports may be less accurate, making it difficult to analyze the effectiveness of advertising campaigns.
2. Difficulties in measuring conversions
Advertisers report that data modeling doesn't always provide accurate conversion information , especially for organic traffic. In many cases, businesses notice a decline in the number of conversions tracked in Google Ads .
3. Lack of transparency in reporting
Online store owners complain that reports in Google Analytics 4 do not show full data about users if they do not consent to cookies, which limits the possibilities of optimizing campaigns.
4. Implementation complications
Some companies claim that Consent Mode V2 requires advanced configuration and integration with Consent Management Platforms (CMPs) can be problematic. Implementation often requires specialist assistance, which generates additional costs.
5. Uncertainty about data modeling
Some businesses are concerned that modeling user behavior without consent may raise concerns under GDPR and other regulations.
6. Data modeling raises doubts
Privacy experts note that while Google claims that the modeling of user behavior is anonymous, questions remain about compliance with strict privacy regulations.
7. Need for user education
Some companies notice that customers do not fully understand what data is being processed and how data modeling works.
How to implement Consent Mode V2 in your online store?
To successfully implement Consent Mode V2, the following steps must be taken:
- Google Tag Manager Update – Make sure you are using the latest version of the tool.
- Configuring consent settings – adapt the settings to the needs of your online store by defining consents for individual data categories.
- E-commerce platform integration – ensure compatibility with analytics and advertising systems such as Google Ads and Google Analytics 4.
- Tag implementation – implementation of tracking codes adapted to the requirements of Consent Mode V2.
- Implementation Testing – Test the operation of Consent Mode V2 in various consent scenarios to ensure data is collected correctly.
- Monitoring results – regularly analyze campaign effectiveness and implement optimizations based on collected data.
- Team training – provide appropriate training for employees responsible for managing data and advertising campaigns.
Practical tips for businesses in the digital world
To maximize the potential of Consent Mode V2:
- Regularly update your privacy policy – adapt it to changing regulations and legal requirements.
- Use clear and transparent consent messages – build trust among users by informing them in a simple way about how their data is processed.
- Integrate Consent Mode V2 with other tools – connect it with CRM systems, marketing automation and advertising platforms to increase the effectiveness of your operations.
- Optimize processes based on data – use data collected in modeling mode to make better business decisions.
How does Consent Mode V2 impact the digital world?
Consent Mode V2 is a response to the growing importance of privacy protection in the digital world. This tool allows companies to combine effective marketing activities with respect for user privacy. In an era of rapidly changing personal data regulations, a flexible approach to consent management is crucial for online business success.
The issue is also important because it is a must-have for online stores. Firstly, regulations are regulations, but secondly – and this is probably a bigger reason for some to implement consent V2: the issue of data modeling.
According to Google, if a user opts out of tracking, Consent Mode V2 estimates the missing data based on other users' behavior patterns to help companies analyze campaign effectiveness. If Consent Mode V2 is not enabled, you won't be able to use this option.
Additionally, mandatory implementation for advertisers in the EU is effective from March 2024. Google requires advertisers using Google Ads and GA4 to implement Consent Mode V2 if they want to continue using advanced conversion tracking features.
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Marcin Stadnik
e-commerce advisor
The author is a manager with extensive experience in e-commerce, sales strategy, and content marketing. He is a digital practitioner and consultant with over 15 years of experience in e-commerce projects, sales strategy, and online business development, as well as 25 years of experience in broadly defined distribution (offline and online). He specializes in creating and implementing effective solutions for online stores, supporting companies in developing their digital presence. He co-creates appropriate strategies for e-businesses, conducts audits, and oversees marketing activities—always combining analytical knowledge with market practice. He is the author and co-author of content published on the swiatcyfrowy.pl website—based on his many years of consulting, analytical, and operational experience. The materials created are intended to provide reliable, valuable knowledge that truly supports the development of online businesses. The content here is designed to address the real challenges and needs of companies operating in the e-commerce environment (the digital world).
