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Reaktion is ready: Enable Google Ads Consent Mode V2
30 Jan 2024

2024. Yet another year with interesting ground-breaking announcements to your Google Ads account. Dive into this article to explore the eagerly anticipated Google Ads Consent Mode V2 (launching March 2024). We’ll guide you through essential strategies to not only keep your Google Ads running smoothly but also to maximize the effectiveness of your valuable campaigns, all while ensuring full compliance.

1) The cookie-less era will begin in 2024 (hint: use server-side tracking).

2) Google Ads Consent Mode V2 will be released as a significant update in regard to the consumer privacy and tracking of your Google Ads campaigns; Consent Mode V2. You will need to be compliant with this update by March 2024. At Reaktion, we’re more than just ready for the Google Ads Consent Mode V2 – we’re excited to bring this cutting-edge solution directly to your doorstep. Whether you’re powering your ecommerce store integration with Shopify, WooCommerce, or Magento, our approach, in combination with a Google-certified CMP, ensures a seamless and compliant serverside tracking integration. We understand the unique needs of each platform and have tailored our solution to fit like a glove, making your transition to Google Ads Consent Mode V2 as smooth as possible.

Understanding Google Ads Consent Mode V2

Google Ads Consent Mode V2 is an update that allows businesses to obtain user consent for personalized ad experiences. It introduces two new consent signals to analytics_storage and ad_storage: ad_user_data and ad_personalization, which regulate access to user information and determine if personalized ads can be displayed, respectively.

To accurately transmit consent states to Google’s services, Google has implemented a URL schema. This schema ensures that consent signals are properly communicated across platforms, helping businesses comply with privacy regulations and prioritize user data protection.

Google Ads Consent Mode V2 is not just another update; it has become a requirement for businesses to remain active advertisers with traffic in the European Economic Area (EEA). Meaning, also if you are a business located outside the EEA, then you will need to adapt to this requirement if you advertise to consumers in this region.

Let’s understand what the two consents mean;

Not recommended: Implementing Basic Consent Mode V2

In this mode, when a user agrees to cookies, the website operates as usual, activating all tags and gathering comprehensive data. Conversely, if a user declines consent, data collection ceases, and no cookieless pings are dispatched. This approach is somewhat direct but considerably restricts data gathering if users withhold consent. I.e. you will lose signals to your Google Ads account.

For Basic Consent Mode implementation, ecommerce merchants are required to:

  1. Setup a Consent Management Platform (CMP) for handling user consents (requirement). See the list of CMPs certified by Google here.
  2. Modify your ecommerce store to ensure that, in cases where a user opts out of cookies, Google Analytics 4 (GA4) tags or equivalent tags are not activated.
  3. Implement a consent flag to relay the user’s consent choice to Google.

Recommended: Advanced Mode with Serverside Tracking / Tagging (one-click integration with Reaktion)

Reaktion is ready for Google Ads Consent Mode V2.

This method provides a more sophisticated strategy. It permits the transmission of anonymous, cookieless signals to Google for analytical modeling, even if users decline cookie consent. This strategy allows websites to regain a certain amount of data for Google Ads and GA4, regardless of user consent – while being compliant. I.e. you will maximize the signals to Google Ads.

If you want to maximize the signals to Google Ads / GA4 – and thereby optimize the performance of your campaigns – while being compliant, you’ll need to tap into the option to send cookieless pings to Google. It may sound complex, but Reaktion has a one-click solution to this.

Implementing Advanced Consent Mode entails:
1. Utilizing a Google-certified Consent Management Platform (CMP) for managing user consents.
2. Setting up the ecommerce store in a way that prevents Google Ads/GA4 cookies from being established if consent is not granted, while still transmitting a consent signal to Google.
3. Forwarding anonymous, cookieless pings to Google for the purposes of data analysis.

Incorporating Consent Mode alongside server-side tracking requires careful attention to maintain user consent across both the client-side (browser) and server-side components. Reaktion does exactly this. Our conversion exports to Google Ads is connected to support Google Ads Consent Mode V2 via your favorite Google Certified CMP.

Key steps include:
Activating Consent Mode within the web version of Google Tag Manager.
Relaying user consent data from the web GTM to its server-side counterpart.
Establishing server-side tags that acknowledge and abide by the user’s consent status, such as confirming that information shared with platforms like Google Ads is in line with the user’s consent preferences.

Sounds complex? Well, it be can. But Reaktion has made it simple:

Reaktion has one-click integrations to Google Ads and Google Analytics 4.

When you have connected your ecommerce store (ex. Shopify, Magento2, or WooCommerce), you can connect Google Ads and Google Analytics 4. Implement a CMP like CookieInformation. Hereafter, you are ready for the launch of Google Ads Consent Mode V2.

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