Google requires all advertisers to implement Google Consent Mode V2 in March. Not doing so could have a direct impact on campaign performance. Here's everything you need to know:

Since GDPR was introduced in 2018, user consent and data privacy has been under a digital spotlight. Six years on, and now it’s the turn of The European Digital Markets Act (DMA), the enforcement of which means companies like Google and Meta need to have a strong handle on compliance, as they become ultimately responsible for collecting user consent. Enter Google Consent Mode V2...

So, what action needs to be taken?

The first step is to implement Consent Mode V2 on your website, which is something your digital marketing team or agency can help with. You can choose from Basic Consent Mode or Advanced Consent Mode, but Advanced is encouraged, as it means you will still be able to collect useful data even if a user rejects cookies, it will just be anonymous. Whichever Consent Mode V2 you opt for, Digity can help you get set up and make sure you’re still able to collect valuable data whilst remaining compliant.

Beyond this, there are other actions you can take to make sure your privacy policies and practices align with the changes. Such as:

• Reviewing your current privacy policies and revising them (if necessary) to align with the new capabilities of Consent Mode V2.
• Take advantage of Consent Mode V2’s enhanced user privacy controls, by implementing a granular consent mechanism that allows users to customise their preferences.
• Educate your colleagues about the changes, to ensure compliance across your organisation.

Who do these changes apply to?

In short, anyone who has a live website and wants to collect data about its users; the digital landscape is changing and people online are becoming more attuned to where and with whom their data is being shared, and understandably want to take back some of that control. Google’s response with Consent Mode V2 means you’re able to achieve this, without compromising on valuable data and insights, so there’s really no reason not to make the shift, particularly as not doing so could have a significant impact on the performance of your Google ads.

Google’s algorithms need high quality data to target potential customers. Without this, you won’t be able to implement retargeting on other digital platforms, and you won’t be able to track conversions, meaning those valuable insights that are important to your business growth will be compromised. So, it’s in the best interest of both users and businesses to make sure you have Google Consent Mode V2 implemented as soon as possible.

If you’re an existing client, we are already working on these updates behind the scenes and will be keeping you updated. If you’re new to Digity and would like to talk to us about how we can help you implement Google Consent Mode V2, get in touch.