With user privacy at the forefront of our minds, advertisers and website owners are obliged to comply with the requirements of laws such as the GDPR in Europe, which makes it mandatory to explicitly request user consent to use their data.
Cookie notices are mandatory, and although we will always have the possibility of implementing free solutions that comply with privacy requirements, audience metrics and analytics will be tremendously affected by small business email list opting for these free options; on the other hand, those who choose to implement solutions that integrate Google Consent Mode with paid CMPs will have the possibility of continuing to collect user data even if they do not accept cookies, but this will be much more generic data compared to those who have explicitly accepted cookies.
But… What is Google Consent Mode?
Think of Google Consent Mode as a balance between user privacy and your marketing needs. It's a tool from Google that allows you to continue accessing important data for your campaigns and metrics, while respecting the privacy of your users. While Google Consent Mode doesn't eliminate the need for cookie notices, it does complement them by allowing you to obtain certain information even from users who don't accept all cookies.
Google Consent Mode v2
In Google's own words:
“With consent mode, you can communicate to Google the cookie or identifier consent status of your users. The tags will adjust their behavior and respect user preferences.”
Okay, so… How does Google Consent Mode work?
With Google Consent Mode in place, there are significant changes to the way user data is recorded and used. Cookies and other tracking technologies can only be used with explicit user consent – in other words, companies must adjust their data collection and analysis practices to ensure that proper consent is obtained before processing any information.
This not only affects the amount of data available, but also the quality of that data. In addition, companies must be aware that data availability may vary depending on the region and the regulations that apply.
It is important to keep in mind that metrics will go down, but don't panic! We cannot compare past times with future times, because even if we minimize data drops, they will inevitably occur.
So, imagine Google Consent Mode as an intelligent assistant that works in two main areas:
Analytics_storage: Let's say a visitor to your website decides not to accept cookies (these small files that remember user preferences). In this case, Analytics_storage comes into play. This function is responsible for collecting basic information, but in a legal way and respecting the user's privacy. For example, it can collect general data about how people use your website, but without identifying each user specifically.
Ad_storage: This part uses the information collected by Analytics_storage to display ads. But it does so in a very privacy-friendly way: it doesn't need or use users' personal data. Basically, it allows you to display ads based on general data and trends, rather than personal information. This way, you can continue to promote your products or services effectively, without invading the privacy of those who visit your site.
