What is Consent Mode v2 and why is it being introduced as a requirement?
Google's Consent Mode v2 marks a pivotal moment in digital privacy and user data governance. Introduced at the close of 2023 and made mandatory by March 2024, this version represents both a technological leap forward and a direct response to evolving regulatory mandates from the European Union.
The transition to Consent Mode v2, mandated by the end of March 2024, stems from legislative changes, notably the Digital Markets Act (DMA). This legislation compelled Google to bolster user consent safeguards, ensuring transparent and legal acquisition of personal data—a fundamental aspect of compliance with evolving privacy standards.
It is important to clarify that the implementation of Consent Mode does not imply that it is intended to satisfy any particular regulatory requirement imposed on the website owner. Failure to embrace these advancements risks lagging in privacy compliance and advertising campaign efficacy. Thus, adopting Consent Mode v2 becomes imperative for effective and compliant campaign management, particularly for users of Google Ads and Google AdSense.
How does it work in detail?
Consent Mode v2 is an advanced solution that enables more precise and compliant management of user consent than the previous version.
This new mode is based on four main parameters (2 more than the previous version), each of which plays a crucial role in controlling how user data are collected and used.
Here are what they are:
- analytics_storage: This parameter manages the consent for the storage of analytics data. Allows us to determine whether information about user interactions with the site can be collected and used for traffic and user behavior analysis.
- ad_storage: Controls consent for ad data storage. It is critical in deciding whether information about users can be used for advertising purposes, such as ad targeting.
- ad_user_data: Determines whether user data can be sent to Google for advertising purposes. This parameter manages the level of detail of information that can be shared with Google and used to personalize advertising.
- ad_personalization: Adjusts whether personalized advertising can be enabled, such as for remarketing. Allows users to choose whether or not they wish to receive advertisements based on their previous online interests and behaviors.
Unlike other consent management platforms that are based on general categories of cookies, My Agile Privacy offers granular consent: this approach not only complies with the obligations of the Guarantor, but also provides users with clearer and more precise information about the types of cookies used and their purpose, including with regard to the parameters mentioned above.
By allowing users to express more targeted consent, My Agile Privacy improves transparency and compliance of data collection practices.
Basic Version vs Advanced Version:
Consent Mode v2 offers two implementation options: basic and advanced.
The basic version covers essential functionality, focusing on core consent parameters. In contrast, the advanced version provides additional options and greater customization, facilitating more refined consent management and enhanced data transmission to Google.
My Agile Privacy supports both implementation modes. The choice depends on the configuration of the Google Analytics cookie: if the cookie is set to be subject to consent (preventing data transmission until consent is given), the basic version of Consent Mode v2 is implemented. Conversely, if the cookie is set as always-on, My Agile Privacy automatically implements the advanced version, transmitting default values until users actively make cookie choices. Detailed explanations follow in the subsequent sections of this article.
How to enable Consent Mode with My Agile Privacy
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Enabling Consent Mode v2 with My Agile Privacy is a straightforward process. However, it's important to note that this feature is only applicable if the Google Analytics cookie is installed and detected on your website.
To implement Consent Mode v2, you have two options: native implementation or via Google Tag Manager with a dedicated tag template.
Navigate to the admin panel of your WordPress site and access My Agile Privacy > "Consent" tab.
In this section, you'll find a dedicated box for Consent Mode v2. Here, you can choose the deployment mode: either native with GA4 or via Google Tag Manager.
Implementation of Consent Mode v2 with Google Analytics (native)
As first, select "via My Agile Privacy" from the "implementation type" field.
You will find listed the 4 parameters we have already talked about, with indicated what they refer to in terms of consent and data passage.
The default setting for each of the four parameters is "denied."
Unless you have different guidance from your privacy consultant or DPO, no configuration changes are required.
Implementing Consent Mode v2 with Google Tag Manager
As first, select "Google Tag Manager" from the implementation type field and save.
At this point, all configuration goes through the GTM panel, and is done in a few simple steps, shown below.
1. Add the My Agile Privacy tag from the template gallery.
Choose "New Tag" -> Tag configuration -> Discover more tag types in the Community Template Gallery
From the list that appears, search for and select "MyAgilePrivacy CMP".
2. Configure the tag
Once you have selected My Agile Privacy, you can proceed to configure the tag. The parameters to be set are few and very simple.
The URL passthrough option allows parameters to be passed to the navigation url as the user navigates the pages.
It serves the purpose of not losing the user's origin data if the user does not accept cookies right away but decides to do so at a later time.
To set the default states of Consent Mode v2 specific parameters, you need to click on the Add region button.
The options mask that will open to you is used to set the default value of each individual parameter: denied or granted.
For maximum compliance with regulations we recommend that you keep these parameters on denied.
The "Region" field, on the other hand, is used to specify in which countries the default setting you are creating should be applied.
The advice is to leave the field blank so that, these settings apply globally.
You can then click on the "Add" button.
3. Add the activator
As a final step, it is necessary to set up an activator for the tag.
Because you need the tag to be global on the site, you will need to select "All Pages."
All you have to do is save the tag.
In either case (with native implementation or via GTM) all you have to do is save the settings.
Using My Agile Pixel: what should I do?
If you use My Agile Pixel you are sending tracking data server-side, thus bypassing AdBlockers, IOS blockers and legal issues due to the fine control over the parameters that are sent to Google servers.
In addition to the above steps for configuring Consent Mode 2.0, you will simply need to upgrade My Agile Pixel to version 3.0.0 and, from the Google Analytics panel, enable support for advanced Google Analytics features.
This will allow you to send server-side data, both for Google Analytics and conversion tracking, in compliance with GDPR regulations and Consent Mode 2.0. Delve into the "Debug View for Google Analytics 4" section further below to learn more about how to test.
How to test the Consent Mode?
Now that you have enabled Consent Mode v2, You can make sure it has been implemented correctly on your website by using some extensions for Google Chrome that make verification easy and accessible.
Since the Google Analytics cookie is recognized on your website, by clicking on the "Customize" button on the banner, you will find this configuration:
As you can see, the Google Analytics cookie looks different than before. Consensus options for each of the 4 parameters we described above are visible.
Please note: Depending on the type of cookie configured on your site, additional consents may appear within the Google Tag Manager Cookie or My Agile Pixel - Google Analytics.
Let us see below how to verify the Consent Mode configuration with 2 different extensions. You can use one or the other indiscriminately.
Chrome Extension - GA Debug
This extension is designed to provide detailed information about Google Analytics activity on your site. It is particularly useful for checking whether data are being collected and managed properly based on users' consent.
The extension shows some alerts and information directly in the frontend development console. To activate the development console you can press the key combination CTRL+J (on Windows) or COMMAND+OPTION+J (on Mac).
Opening the console, you will see a range of information entered by the extension.
If the implementation was successful you will also find these:
As you can see, consensus information is passed for each of the parameters.
Now you can try to give consent to one or more parameters, like this:
As soon as consent is given you will find a new line in the console, at the bottom, a sign that an update on user consents has been sent to Google:
You will find similar rows since you enable or disable one or more parameters.
Chrome Extension - Tag Assistant
An alternative tool to GA Debug is Tag Assistant, which helps identify any problems in Google's tag configuration, including those related to Consent Mode v2. This extension is particularly useful for ensuring that tags are properly activated based on the consent provided by the user.
To use Tag Assistant just go to: https://tagassistant.google.com/
Here you will find the ability to add a domain on which to monitor Google tag events.
Click on the button above to add your domain:
When the connection is complete you will see the first default settings that Tag Assistant detects appear.
If you stand in the "Consent" tab of the last detected event, the one higher up in the list, you will see this:
As you can see, again the consensus information is passed for each of the parameters.
Now you can try to give consent to one or more parameters, like this:
on Tag Assistant you will see a new "Consent" event.
Click on it to see how the consensus has updated.
Debug View of Google Analytics 4 - Recommended if you use My Agile Pixel
If you use My Agile Pixel, which proxies data by reducing the personal data sent to Google servers, and allows you to bypass iOS blockers and AdBlockers, the best method to verify proper implementation is through the Google Analytics 4 Debug View.
Enabling from My Agile Pixel the submission of debug data for Google Analytics, and performing a browse, this is what the Debug View looks like from the moment you go to express or deny one of the consents provided by Consent Mode V2:
The orange color highlights precisely the change in individual consent made by the user.
To learn more about the technical aspects and best practices straight from the source, we recommend that you read Google's official documentation on Consent Mode v2:
Official Google Guide to Consent Mode v2.
This resource provides in-depth technical details and the latest guidance directly from Google.
Assistance and Support
If you have any questions, concerns, or difficulties implementing Consent Mode v2 with My Agile Privacy, please do not hesitate to contact our support team.
We are here to help you navigate these new regulations and ensure your implementation is correct and compliant.
You can reach us through our support page.
Our team of experts is ready to assist you every step of the way, from initial setup to troubleshooting any issues you may encounter.
Remember, adopting Consent Mode v2 is not just a matter of compliance, it is also an opportunity to improve transparency and trust with your users. To help you navigate these changing waters, My Agile Privacy is your trusted partner.
What should you do now to implement Consent Mode V2 on your website?
Don't waste time: adapt now with My Agile Privacy.
The deadline for the adoption of Consent Mode v2 is set for March 2024. However, it is advisable not to wait until the last moment.
Switching now to My Agile Privacy not only ensures that you are GDPR compliant, but also allows you to reap the benefits of more precise and user preference-friendly consent management.
