Before March 2024, Google did not actively verify whether websites complied with user consent when triggering Google Ads or Google Analytics tags. But with the introduction of CoMo V2, the rules have changed!
Now, to continue using features such as performance measurement, ad personalization, or remarketing, it is mandatory to obtain the explicit consent of users located in the European Economic Area (EEA) and to share this consent information with Google.
What is Google Consent Mode V2?
The Google Consent Mode V2 (or CoMo V2) is a significant update introduced by Google at the end of 2023 to assist website owners and managers (CMOs, DPOs, Developers) in complying with new data protection regulations, particularly those imposed by the European Union.
This new version offers more "granular" control over how user data is collected, processed, and used while respecting regulations such as the GDPR or the Digital Markets Act (DMA).
CoMo V2 now allows you to dynamically adjust the behavior of Google tags based on user consent. This means you can collect data in a compliant manner while maintaining the effectiveness of advertising campaigns.
Let’s illustrate this new feature more concretely: Suppose you are the marketing manager of your company, responsible for managing the website. You are probably using numerous tracking tools like Google Analytics, Search Console, or Google Ads to track conversions and optimize your advertising campaigns. When a user visits your site for the first time, a consent banner appears asking if they accept cookie tracking.
- Before Google Consent Mode V2: If the user denies tracking, the Google tags (such as those used for Google Ads or Google Analytics) do not collect any data. This means you cannot track conversions from that user, limiting your ability to monitor and analyze the effectiveness of your advertising campaigns.
- With Google Consent Mode V2: When the user denies tracking, instead of completely blocking the Google tags, they continue to operate in a limited capacity. For example, they may collect anonymized data (without cookies) or use "pings" that do not personally identify the user. Google then uses modeling techniques to estimate conversions based on this anonymized data. Thus, even if a user denies consent, you can still gain insights into your campaign performance while respecting the user's privacy choices.
It is important to clarify that CoMo 2 is not a cookie banner or a widget. It is a tool that works alongside the consent banner you already have on your site. CoMo 2 receives your users’ choices from this banner and adjusts the behavior of the Google tags accordingly. Hence, it does not replace the cookie banner but rather works with it to respect your visitors' preferences.
Who is affected by Google Consent Mode V2?
Simply put, Google Consent Mode V2 concerns any individual or organization that uses Google services such as Google Analytics, Google Ads, or other Google tags on their website.
- Website owners: If you manage a website that collects user data for analysis or advertising purposes, you must ensure that this data is collected in compliance with users' consent choices.
- Developers and technical leads: Those responsible for the technical implementation of Google tags will need to integrate CoMo V2 to ensure the website complies with regulations and that Google tags function correctly according to the collected consents.
- Marketing and advertising managers: If you use Google Analytics (GA4), Google Ads, or other Google advertising services to target users, it is essential to implement CoMo V2 to continue tracking conversions and optimize your campaigns while respecting consent rules.
- Businesses operating in the European Economic Area (EEA): Due to the strict GDPR regulations, any company collecting data from users in the EEA must comply with consent requirements, making the integration of CoMo V2 essential.
Key changes introduced by CoMo 2
Google Consent Mode V2 brings several enhancements to give users more control over their data. Among the main features are:
1. New consent parameters for users
For users, CoMo V2 introduces two key parameters, "ad_user_data" and "ad_personalization," allowing them to control how their data is used for ad personalization. This gives them the option to choose between a personalized experience or not.
ad_user_data
- Description: This parameter concerns consent for sending specific user data to Google, which is directly related to advertising.
- If accepted: This data can be used to measure ad effectiveness, for example, to determine if an ad converted or not.
- If refused: Measurement and personalization of ads requiring this specific data will be disabled. For example, campaigns using hashed user data for remarketing or conversion tracking will not function.
ad_personalization
- Description: This parameter controls the consent to enable personalized advertising. It determines whether the collected data (including data from ad_user_data) can be used to customize ads displayed to a user.
- If accepted: Google can use the collected data to deliver ads tailored to the user's individual preferences (based on their browsing history, past purchases, or activity on other Google services).
- If refused: Personalized advertising is disabled and users will see non-targeted ads that are not specifically tailored to their behaviors or preferences.
Learn more about the behavior of Google tags with consent mode.
2. Choice between basic or advanced consent mode for the manager
For site managers, you can now choose between two consent modes when your users refuse data tracking.
To give some context, before the introduction of Google Consent Mode V2, if a user refused data tracking, the Google tags (such as those used for Google Ads or GA4) could not collect any data at all. This meant you had no tracking on the performance of your campaigns or on the behavior of users who refused - likely a large number. This made it complicated to execute and adjust your marketing campaigns.
This issue is resolved with CoMo V2, which now offers two data management modes for users who have refused tracking:
(1) Basic consent mode
- Description: It ensures that user consent is respected before any data collection.
- How it works: If a user refuses data tracking, the Google tags wait for the user to interact with the consent banner before loading. In other words, no data is collected until the user gives explicit consent. This ensures "strict" compliance based on user preferences but limits data collection.
(2) Advanced consent mode
- Description: It allows for more flexible data collection, even when the user refuses tracking.
- How it works: Here, the Google tags load as soon as the user accesses the site, even if they have refused tracking. However, instead of collecting personal data, the tags collect anonymized or "non-identifiable" information (like cookie-less pings). This data helps model behaviors and conversions, which aids in maintaining the effectiveness of advertising campaigns despite the refusal of consent.
Learn more about basic and advanced consent modes.
What are the risks of not implementing Google Consent Mode V2?
Impact on the use of Google services
- Limited data collection: Without CoMo V2, if a user refuses tracking via the consent banner, the Google tags will not be able to collect data like cookies, advertising identifiers, or other personal information. This limits the ability to track and personalize campaigns.
- Conversion modeling: Without the advanced mode of CoMo V2, Google will have to use a general model to estimate conversions, which is less precise and specific to your business. As a result, you'll receive less accurate insights from Google Ads or Google Analytics.
- Inability to fully leverage Google tools: Finally, without CoMo V2, you won't be able to have refined tracking of your advertising campaigns (e.g., advanced conversion tracking).
Legal risks associated with non-compliance with GDPR
Failing to adhere to the obligations established by the GDPR, particularly regarding consent management, exposes your business to serious legal risks across the European Economic Area (EEA).
Supervisory authorities and audits: GDPR compliance is overseen by national data protection authorities (DPAs) in each EU member state. These authorities, such as the CNIL in France, can perform audits or checks (on-site or remotely) to ensure your business complies with GDPR. If you have not implemented a compliant consent management system, you risk receiving an initial formal notice.
Financial penalties: In case of non-compliance, DPAs can impose fines of up to 4% of the company's annual global revenue or €20 million, whichever is higher.
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How to make your Webflow site compliant with Google Consent Mode V2?
Complying your website with CoMo 2 involves several steps:
- Choosing a certified CMP: Use a Consent Management Platform (CMP) compatible with Google Consent Mode V2 to collect users' consents.
- Configuring Google Consent Mode: Configure Google tags on your site to respond based on consent choices.
- Verification and optimization: Test the configuration to ensure the site behaves correctly and data is collected according to the consent parameters.
Compliance with Finsweet Cookies Consent
Finsweet Cookies Consent is a consent management solution that meets GDPR standards and is specifically designed for Webflow sites. It was already possible to integrate a Finsweet cookie consent banner into your Webflow site before March 2024, but the solution has recently evolved to comply with CoMo 2.
Among the main advantages of the tool:
- Fully customizable cookie banner
- Compatible with Google Consent Mode V2 (automatic adjustment of Google tags according to user choices)
- Competitive price: $10 / month / year
The subscription also includes much more than just a cookie banner, as you will also have access to a whole library of pre-designed Webflow components that you can easily integrate into your site.
Installing Finsweet Cookies Consent on a Webflow site
If you want to integrate the solution on your Webflow site, the process is simple and well detailed in comprehensive documentation. Here are the main steps:
1. Integrate and customize the cookie banners via the Finsweet Components App
The first step is to install the Finsweet Components App on your Webflow project, through which you can add functional banners with one click. Once added, you can fully customize these banners to match your website's identity.
2. HTML attributes are automatically present on important elements
To ensure that the banners are functional, HTML attributes are automatically added by the application. Just ensure you do not remove them for your banners to work.
3. Specify the category of scripts that use cookies
To allow users to choose their cookie preferences, you will need to specify the category to which each script using cookies on your website should be associated.
For example, you will need to categorize the Google Analytics script under the analytics cookie category. Again, you will be guided by the detailed documentation provided by Finsweet Cookies Consent.
4. Configure your users' consent storage
To be fully compliant with GDPR, you will also need to configure the storage of your users' consents. Finsweet Cookies Consent also has an option for this, which you can set up for free.
5. Configure your Google Tag Manager
If you use Google Tag Manager, you will also need to configure your installation to be compliant with CoMo 2. The Finsweet Cookies Consent documentation details the process on a dedicated page.
Click here to access the complete documentation and official tutorial videos from Finsweet.
Using other Google certified CMPs
Your site's compliance can also be achieved with other certified Consent Management Platforms (CMPs), such as Axeptio, CookieBot, or Didomi. These platforms have been validated by Google for their ability to manage consents in compliance and to properly convey the necessary information to Google tags.
Here is the official list of Google certified CMPs.
Need assistance?
Implementing Google Consent Mode V2 on your Webflow site is an essential step to remain compliant with regulations while continuing to leverage collected data. Our Webflow experts are available in less than 48 hours to bring your site up to standard.
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