Google Consent Mode: everything you need to know in 5 minutes
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Use Google Analytics, Google Tag Manager or Google Ads while being GDPR-compliant simultaneously? Don’t think it’s possible? Well think again – with Google’s newest feature “Google Consent Mode”.
As of the 3rd of September, 2020, website operators are now able to adjust the behavior of their Google tags and scripts based on the consent status of their users.
⇨ The Usercentrics CMP supports Google Consent Mode. All details regarding the implementation can be found here.
How does Google Consent Mode work?
Google Consent Mode takes the form of an interface, enabling a website to inform Google whether and, if so, which consent has been provided by the user. To do this, the scripts and pixels of the supported Google products adjust their behavior accordingly to the cookies and/or data capture.
The following services are currently supported by Consent Mode:
✔ Google Analytics
✔ Google Tag Manager
✔ Google Ads (Google Ads Conversion Tracking and Remarketing)
✔ Floodlight
✔ Conversion Linker
GOOD TO KNOW
Google Consent Mode does not replace a Consent Management Platform (CMP). This is because obtaining user consent remains the responsibility of the website operator. Using Google Consent Mode requires that the website have an implemented and fully functioning CMP software, enabling user consent to be requested and stored via technology (i.e. in a granular manner).
The CMP then transmits the consent status to Google via Google Consent Mode where the data is processed further in accordance with the user’s privacy preferences.
Important: Personal data is not sent to Google during this process, only the information regarding the consent choice of each website user. e.g. the use of particular marketing tools.
For example, if the website user decides to reject the use of certain marketing technologies, Google Consent Mode will react based on this consent status and will, in this case, only display purely context-based advertising on a website without using any personal data.
⇨ Google Consent Mode therefore serves as a link between the CMP and Google. Through its function as programmer interface, it enables Google services to run on websites based on the type of consent gathered from website users.
Data protection and marketing go arm in arm – but only with the explicit consent of the user
Don’t worry: Advertisers can continue to measure conversions and retrieve analysis insights with Google’s new feature – and all in compliance with GDPR, as long as website users consent has been gathered. With Google Consent Mode, Google bridges the protection of the user’s data sovereignty in the internet with the interests of the advertising industry, making the perfect link between marketing and privacy.
⇨ Data-driven business models will still go strong – this time, using explicit permission and not at the expense of anyone’s privacy.
But why do I even need consent for the processing of personal data?
This is because website operators wishing to use cookies or other tracking technologies on their websites either for marketing purposes or for processing personal data from users within the EU, require consent from the users as stipulated in the General Data Protection Regulation (GDPR).
You can learn all about how gathering consent should look in our article “7 Criteria for GDPR Compliant Consent”.
If the user does not provide consent to tracking via Google Analytics (“analytics_storage: denied), all data will be anonymized (according to Google). What this means is that it will be captured without a client ID and recorded in aggregated form.
On top of this, if the placement or the reading out of advertising cookies is prevented (“ad_storage: denied”), the main processing purposes for which user consent is classically obtained for- will no longer react.
Can these technologies actually be used without user consent? Legal experts are divided:
According to the Orientation Help for Providers of Telemedia from the DSK, reach measurement can indeed represent legitimate interest for the website operator – but is only then necessary in the context of weighing up interests if no personal data is forwarded to third parties (e.g. Google), and the data is not to be used for the operator’s own purposes.
However, since the IP address is transmitted during most interactions with website visitors which, according to the Federal Supreme Court, falls under personal data, a fully anonymous interaction is therefore not possible in most cases.
⇨ So If a website provider continues to think that collecting consent isn’t fully necessary , a website operator must ensure from a technology perspective, that an anonymous interaction is possible in 100% of every website interaction. Furthermore, it must be possible to rule out the forwarding of personal data to servers in the USA, “third country” being the key term here(Schrems II) – otherwise you will actually need to collect consent.
How can I obtain the users’ consent on my website?
The simplest way to obtain granular, GDPR-compliant user consent for the use of cookies and other tracking technologies is via a so-called Consent Management Platform (CMP). With this tool, the user determines his or her data privacy preferences in detail with the help of a consent banner (e.g. provider, purpose, duration etc.) and has the ability to agree to the use of certain technologies via opting in as well as opting out. Sounds easy? it is!
The crucial factor lies here: The higher the opt-in rate, the more data will be available to you for marketing purposes – which in turn, will have a positive effect on your advertising revenues.
You can learn how to successfully increase your opt-in rate with the Usercentrics CMP in our free white paper “Opt-in Optimization”.
GOOD TO KNOW
Google Consent Mode has been created especially for website operators who do not obtain user consent within the scope of the IAB Transparency and Consent Framework (TCF) with their Consent Management Platforms (CMP).
For companies actively using the TCF 2.0, Google Tools will continue to read out and respect the IAB TC String.
DISCLAIMER
These statements do not constitute legal advice. If you have any legal questions, you should consult a specialist lawyer.
Usercentrics supports Google Consent Mode
With Consent Mode Google has provided a solution for advertisers to adjust the behaviour of Google tags on their website based on the user consent status.
By pairing the Consent Mode API with the Usercentrics Consent Management Platform (CMP) advertisers can indicate if the user has given consent for cookie usage related to ads and/or advertising. The supported Google tags will respect this signal and adjust their behaviour accordingly only utilizing cookies if consent was granted for the specific purposes.
The following Google services currently support the Consent Mode:
✔ Google Analytics
✔ Google Ads (Google Ads Conversion Tracking and Remarketing)
✔ Floodlight
✔ Conversion Linker
Additional information can be found here:
https://support.google.com/analytics/answer/9976101
Good to know
Google also supports the IABs TCF 2.0 framework with its ad systems. Consent Mode is meant to be used by advertisers not using a TCF 2.0 CMP implementation.
Implementation example
Implementing the Consent Mode with the Usercentrics CMP solution as alternative to prior blocking requires just two steps:
- Step 1: Add some lines of code above your existing global site tag or Google Tag Manager container.
- Step 2: Use the Usercentrics CMP events to signal the consent status via the Consent Mode API.
For a full sample visit our documentation: https://docs.usercentrics.com/#/consent-mode
Any questions? We are here to help!
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