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Your cookies must be in order from March 2024 or Google will no longer play with you...
Sorry, but this is not an article that talks about how you can earn better online, but if you are part of the digital world, it is time to sharpen your attention, because Google is taking another step to make the use of the Internet safer and more transparent.
In March 2024, Google's Consent Mode updates will come into effect, bringing significant changes to the way websites and apps ask users for consent and process their data.
What exactly will change, how will it affect you, and what needs to be done to stay on Google's list of good kids? Let's take a look inside the cookie jar.
What is Google Consent Mode?
Google Consent Mode is a framework developed by Google that allows websites to customize how they collect and use user data based on their consent. This means that websites can continue to collect important statistics and do targeted marketing while respecting users' privacy choices.
How was it before and how should it be now?
Before the update, websites could use a single consent banner that asked the user for permission for all cookies and tracking technologies at the same time. Following the upgrade, websites must offer users the ability to choose what type of data they are willing to share. This means that consent must be requested separately for analytics, ad personalization, and other features.
What is the difference between Google Consent Mode v1 and v2?
Prior to the Google Consent Mode v1 update, websites could use a single consent banner that asked the user for permission for all cookies and tracking technologies at the same time. Following the update, as part of Google Consent Mode v2, websites will have to offer users the ability to choose what type of data they are willing to share. This means that consent must be requested separately for analytics, ad personalization, and other features.
Who needs to make the change?
The change affects all websites and digital platforms that use Google services, such as Google Analytics or Google Ads. This means that virtually every company with a digital presence will have to update its processes for asking for consent to meet Google's requirements.
What happens if no change is made?
Google has made it clear that compliance with the Consent Mode innovations is a prerequisite for the use of these platforms. Companies that do not adapt their consent processes to the new requirements may find themselves in a situation where their access to Google services is restricted or even suspended. In addition, they may face a loss of trust among users as transparency and control over their data has become increasingly important for internet users.
What is the difference between implementing simple and comprehensive Google Consent Mode? (Basic vs Advanced implementation)
Basic implementation focuses on the basic functions of consent management, such as collecting user consent and customizing data collection based on it. This is a good starting point for small websites that want to quickly meet basic requirements.
Advanced implementation goes further by deeper integration of Google analytics and advertising tools to maximize data collection and targeted marketing while respecting user privacy. For example, if a user does not consent to certain types of cookies, the comprehensive implementation automatically adjusts what type of data is collected and analyzed, while still allowing some degree of tracking and analysis of user behavior.
How do I fix my Google Consent Mode now?
Setting up or updating Google Consent Mode requires technical knowledge, but it is not an insurmountable task. You can follow official Google guidelines or use third-party tools that simplify the process.
If you do not feel comfortable performing technical tasks, it makes sense to contact a digital agency that can manage this process for you - write to us!
Frequently Asked Questions
What happens if I don't have Consent Mode at all?
Backyard.
If you don't have Consent Mode set up, you risk sanctions from Google, loss of user trust, and your wallet. The latter may mean that your website does not comply with the requirements of the General Data Protection Regulation of the European Union (GDPR) and other privacy laws, which can lead to fines and legal problems.
Does the change apply only to EU users?
While the change is partly inspired by EU data protection regulations (GDPR), Google aims to implement these principles globally. Therefore, it is recommended that all websites and applications go along with the update.
How can I prepare my website for updates?
To begin with, the current processes for seeking consent should be reviewed and an assessment should be made of what changes need to be made. Solutions compatible with Consent Mode updates should then be integrated, allowing users to ask for consent in accordance with the new requirements.
Will this change also affect mobile applications?
Yes, the change affects all digital platforms, including mobile applications that collect and process user data through Google services.
Why are they called cookies?
Have you ever wondered why these little pieces of data that make our online experience so smooth and personal are called “cookies”? The answer can be found in the early days of the Internet.
The term “cookie” (in English “cookie”) comes from programming slang, where “magic cookie” referred to data that was transmitted and returned unchanged. This concept found its way onto the web when Lou Montulli, one of Netscape's engineers, was looking for a way to track users' sessions anonymously and securely. In 1994, he created a mechanism that allowed a web server to store a small amount of information on a user's computer — and thus web cookies were born.
The name “cookie” was chosen partly because it was already familiar in the world of programming, but also because it sounded friendly and innocent. No one is afraid of a cookie, right? In addition, it was short and memorable, which helped to secure its place in the vocabulary of digital communication.
Do organizations that only use Google Analytics (no ads) still need to upgrade to Consent Mode V2?
Yes, switching to Consent Mode V2 is necessary to maintain the ability to measure your audience in Google services. This means that even if you're not using Google Ads ads, you'll need to use Consent Mode V2 to continue using Google Analytics and ensure data accuracy.
What steps do organizations need to take before March 2024?
Before March 2024, companies using Google services must do the following to ensure compliance with Google requirements:
- Collect user consent from users located in the European Economic Area (EEA) using a consent management platform certified by Google.
- Implement Consent Mode v2 to transmit consent signals about web data to Google advertising platforms.
- Switching to Google Analytics 4, if not already done. Learn more about Google Analytics 4.
- Update Google APIs to provide consent signals about offline data to Google advertising platforms
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