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Jamie Gentile-Clarke

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Nathan McEvoy-Swann

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Charita Chutoorgoon

In recent years, data privacy has been an increasingly hot topic. One such way that Google is looking to do its bit to improve online privacy is through a feature called consent mode. 

Consent mode version one (V1) has been around since 2020 and was an optional feature. However,  in 2024 Google announced that consent mode V2 is a requirement if website owners want to be able to continue to use Google products such as 

Therefore, understanding and implementing consent mode V2 is now mandatory if you want to be able to continue to store information about your website or app visitors. 

It’s fair to say that consent mode and all its nuances can be a complex topic to navigate (ironically, much like Google Analytics 4). 

So here are the basics you need to know, with more information available when you enlist the help of our

Google Consent Mode - What Exactly Is It?

Consent mode by Google gives website owners a way of asking their visitor's permission to store information about their visit. Going beyond third party cookies, consent mode is a privacy-centric measurement solution by Google.

When consent mode has been activated, Google tags will automatically adjust based on the choices made by the user. As a result, this creates an additional way for your user's preferences to be sent to any Google products or services you may be using.

How consent mode works is that it is made to work alongside a consent management platform, which will display the cookie banner and record the consent choices made by the user. 

Consent mode V2 is the updated version of the original Google consent mode. It was first launched in 2023 and became mandatory in 2024. 

The main difference to know is that V2 has additional parameters which ensure compliance with DMA regulations. There is also the choice of two modes which are Basic and Advanced. 

Google consent mode V2 is also something that must be implemented into your website if you collect any data from users located in Europe. This applies to Google products such as Google Ads or Google Analytics. Likewise, if you are running remarketing campaigns anywhere in Europe. 

Does Google Consent Mode Apply To My Website?

If you use any Google products and your audience is based in Europe, then yes you will need to implement consent mode V2 on your website. This is to ensure your data-driven marketing from the UK, EU and EEA does not face limitations in terms of being able to add users to your audience lists. In addition, consent mode is a privacy requirement. 

Consent mode can take steps to make your business more

, especially in terms of respecting user choices for data tracking and cookies. 

That said, consent mode in itself is not a complete solution to GDPR, which must be implemented across your business as a whole. Therefore, businesses should consider their compliance with GDPR in a broader sense alongside implementing Google consent. 

You need to use a consent solution such as Cookiebot (which is also available as a WordPress app) to implement consent mode. Cookiebot will allow you to fully customise and personalise your cookie banner while ensuring your website remains compliant across all key parameters. 

Imaginaire - Digital Marketing & Website Management UK 

Want to chat to us further about Google consent mode, or anything else relating to your 

Imaginaire is a leading digital marketing agency based in the UK. Our team can help you succeed across all areas of your digital presence, having created websites and marketing strategies for a wide variety of industries.

 to let us know more about your project. 

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What Is Google Consent Mode?