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Are you an Iubenda customer and use services such as Google Ads, Google Analytics (by the way, have you upgraded it to GA4 version?) and pay attention to the quality of data collected by tracking? Find out about Google Consent Mode v2!
Perhaps you’ve seen the web marketing world in turmoil over the past few months, with a flurry of newsletters challenging the GDPR and the Digital Management Act: Google will now have to comply with the DMA that will soon go into effect in the European Union, and to do so it will make it mandatory from March to use the Google Consent Mode v2 in all sites that make use of its services (e.g., Ads or Analytics).
If you are an Iubenda customer and want to know if you have set up Google Consent Mode correctly, you can use the tool on this page (search for the word scanner!).
But what is Google Consent Mode v2 for?
Consent Mode deals with adjusting Google’s use of cookies for ads and statistics to align with EU user consent rules (EUUCP).
With more parameters than the previous version of Consent Mode, the new version improves the effectiveness of behavioral and conversion models for users who have denied consent.
What are the EU user consent rules (EUUCP)?
Google’s EU User Consent Regulations (EUUCP) ensure compliance with EU regulations such as the GDPR, ePrivacy Directive, and DMA.
They require user consent for tracking via cookies and other similar technologies, particularly for personalized ads or data collection.
Certified CMP platforms such as iubenda meet compliance requirements and integrate all of these advanced Google features.
What new features does it introduce?
Basically, Google Consent Mode v2 introduces two new parameters:
- ad_user_data: this is the switch that tells google to receive data for advertising purposes.
- ad_personalization: controls the ability to enable remarkerting.
The most relevant feature of the new system is the ability to dynamically adapt cookie behavior based on users’ explicit choices regarding consent.
The impact of this new mode on digital marketing activities is enormous, and we recommend that you rely on our technical experts for immediate analysis and implementation.
The benefits are clear, because the ability to retrieve part of user behavior, understanding when the user performs a certain action having denied consent, is obviously essential to the measurement of the results of any activity.
Google estimates about 65 percent recovery rate of user action tracking!
Should it not be implemented, Google will prevent any further data collection from sites using its ADV technologies from March.
If you use Iubenda and Google Tag Manager, did you know that Iubenda has finally introduced its own tag?
This greatly changes the way you manage triggers and consents on GTM: you can get an idea in this updated Iubenda guide (about it, we can give you lots of advice!).
How can I enable Google Consent Mode v2?
You can do this manually by following this Iubenda guide or through certified CMPs like Iubenda.
If you are already our customer or are interested in receiving an analysis of your site to find out if you are compliant and properly managing your users’ data, please contact us by opening a ticket at our Zendesk support system by writing to support@f.technology or contact our switchboard at 05471877300 to speak with a trained technician!
In most cases, if you are already our client, it will be sufficient to update the Google Consent Mode code on your site with the two new parameters introduced and the Cookie Solution code installed. If you do advanced advertising tracking, we recommend that you contact one of our technicians.
Questo contenuto è disponibile in Italiano
