Google has changed the rules, and “Consent Mode v2” is now part of our lives.
What does it mean for anyone who owns or manages a site?
After a string of fines and accusations over personal data (practices that weren't exactly GDPR-friendly), Google is changing the way classic cookies work.
In other words, it changes how we get the user's consent when they land on the site — to use their data in ads and to track what they do.
The result: actions from your ads are no longer measured properly (so you can't tell what came from where), and campaigns lose data they need (e.g. for remarketing).
The key change: the new ad_personalization parameter.
What happens if you don't set it up?
Your data — both ads and Analytics — won't be accurate, because fewer users and fewer actions will be recorded. Analytics, for example, will show a steady, ongoing decline.
And one more thing: Google will stop giving the same reach to sites that don't meet Consent Mode v2, because it will treat them as unfriendly to its ecosystem.
In short: set it up now. At first you'll see a dip in your data (mainly in Analytics), which then recovers.
Want us to set up Consent Mode v2 for you? Talk to us.
