Consent Mode version 2: Currently, it's one of the most discussed topics among those involved in the world of the web and web analysis. Webmasters, website owners, web marketers, and digital consultants—many have recently had to grapple with this new requirement, including us, as we support Consent Mode within My Agile Privacy.
Is it mandatory to enable Consent Mode when using the Google ecosystem? Yes.
"Consent mode" has also become a common buzzword of the moment? Certainly.
Has there been a lot of misinformation circulating, as usual? Absolutely.
Are there problems and critical issues associated with using this technology from Google? Unfortunately, yes.
Let's explore these issues, step by step.
Introduction: what is Consent Mode v2?
Consent Mode is a Google feature designed to assist advertisers in communicating with users and respecting their consent choices, in alignment with the Digital Markets Act effective March 6, 2024. Version 2, which supersedes the previous version 1, aims to inform Google of additional user consents regarding their expressed privacy preferences.
Why was this update necessary?
These and other changes are attributed to the Digital Markets Act, a regulatory measure on digital services intended by lawmakers to establish a safer digital environment where users' fundamental rights are safeguarded and to foster fair competition among businesses.
The Digital Markets Act (DMA) introduces specific regulations for very large online platforms. The GateKeeper list includes Alphabet (Google), Amazon, Apple, ByteDance (TikTok), Meta (Facebook, Instagram, and WhatsApp), and Microsoft. The legislature's intention is to protect smaller companies by preventing abuse, excessive concentration, and "market dominance" by these major entities. Therefore, this measure affects online platforms and intermediaries with more than 45 million users per month in the EU, imposing additional obligations, some of which extend to third parties using their services.
If you utilize the Google ecosystem, it's crucial to consider the compliance requirement imposed on Google itself, which entails using Consent Mode version 2.
"What happens if I don't use Consent Mode version 2 by March 2024?"
Implementation is crucial for ensuring the continuity of advertising campaigns. Non-compliance may lead to missing data for certain profiling functions of Google tools, such as Google Analytics 4 audiences or Google Ads remarketing lists. This can significantly impact the performance of Google campaigns.
"But wait, I don't run Google Ads campaigns. I only use Google Analytics to track visitor statistics. Should I still implement Consent Mode v2?"
Here lies the issue. The use of Consent Mode v2 is mandatory, and it could pose significant challenges in the future if Google Analytics 4 is used without implementing Consent Mode.
"What is the first impact I will have after adopting Consent Mode v2?"
What is certain is that in your reporting, you will experience a decrease in tracked visits, possibly up to 50%. This means that users will continue to access and view your site as they did before— the difference lies in the reports, which will indicate a reduction in the number of visits.
This decrease occurs because users who do not provide consent will not be counted or displayed in your statistical reports, unless your site meets the criteria for "behavioral modeling" to function.
"What are the requirements for so-called behavioral modeling?"
In case your site collects at least 1000 events per day without consent in the last 7 days and as many 1000 daily users provide consent instead, for 7 of the last 28 days, Google's machine learning algorithms will be able to recover about 65% of the missing data.
Source : https://support.google.com/analytics/answer/11161109?hl=en
Does it sound complicated? It is. The operation of this tool is indeed very complex.
However, it's quite different from the narrative of "activate consent mode and watch your conversions, sales, and earnings soar," as some prominent players, known for their misleading communication, often claim.
The reality is, you will notice a decrease in the number of visitors to your website, and this decrease may be permanent if you do not meet the requirements to enable this machine learning feature.
"So you're saying that even for a site that I don't advertise and doesn't meet the thresholds of about two thousand visitors a day, there will be a reduction in traffic of up to 50% in Google Analytics reports, with nothing I can do about it?"
Exactly. And all this comes after the forced migration from Universal Analytics to version 4, which didn't sit well with many industry insiders and website owners. They found themselves having to rebuild reports, deal with a lack of historical data, handle additional work, and face a lot of confusion.
Final considerations
The availability of free, visually appealing, and user-friendly tools has led to their widespread adoption.
However, little consideration was given to how the data collected by these tools were being stored and utilized, including for commercial purposes, by the providers of these tools.
The focus on privacy and user rights advocacy, particularly emphasized by the EU, is now resulting in a limitation of the potential of these tools.
Companies heavily invested in web marketing, spending substantial amounts on advertising daily, possess the expertise or have access to consultants who can adapt advertising campaigns within the Google ecosystem. This adaptability stems from their ability to navigate changes in algorithms, strategies, and techniques.
On the other hand, individuals and businesses seeking simple reporting, whether for personal use, client reporting, or for vanity metrics, are facing challenges.
It's crucial to consider the adoption of "self-hosted" monitoring tools, such as Matomo, where users have full control over their data and do not need to implement additional consent modes.
In conclusion, Consent Mode v2 is not a cure-all solution. It won't magically increase sales, improve website performance, or deliver miracles.
Despite attempts to mystify reality, Consent Mode was not designed for such purposes; it is a regulatory obligation.
This obligation cannot be ignored within the Google ecosystem, but its impact can be mitigated by staying informed about ongoing changes.
At My Agile Privacy, we adhere to a code of ethics outlined here. In item 1, "Transparency, fairness, and integrity", we outline the obligations that guide our actions—motivations behind this article's creation. As you consider your future, who will you choose to trust?
Daniele Bianco
P.S. If you have not yet complied, you can use for your WordPress site, My Agile Privacy, where it takes - literally - one click to enable - aware - of Consent Mode v2.
Daniele Bianco
My Agile Privacy Development Manager 
