If you want to continue using Google Ads or Google Analytics and target European users, you need to implement Google Consent Mode v2 by March 2024.

More from Uncle Google here - https://support.google.com/tagmanager/answer/13695607?hl=en

Google Consent Mode v2 adds two new consent states. Those are

ad_user_data - Used to set consent for sending user data to Google for advertising purposes

ad_personalization - Controls whether data can be used for ad personalization (e.g. remarketing)

How to implement Google Consent Mode v2

The easiest way to implement Google Consent Mode v2 is to use a Google-Certified Consent Management Platform (CMP), supporting Google Consent Mode v2. Use CookieScript, a Google-certified CMP, to implement Google Consent Mode v2. It also has an IAB TCF v2.2 integration, is easy to install or upgrade, and allows you to continue tracking of conversions and website analytics, even when users do not consent.

Is Google Consent Mode v2 GDPR compliant?

Google Consent Mode v2 maintains privacy standards set by the GDPR and DPA, as well as other privacy laws and standards around the world. Note, that Google Consent Mode will become outdated soon: to continue using Google Ads or Google Analytics and target European users, you need to implement Google Consent Mode v2 by 13th March 2024.

What if a website does not have Consent Mode implemented?

If you do not start using Google Consent Mode v2 by March 2024, you will not be able to use Google Advertisement products and will not be able to get any new users from EEA. It will be impossible to do remarketing in Google Ads, Floodlight, and Display. This would significantly affect the measurement results and the performance of advertisers remarketing and engagement campaigns.

What is the role of two new parameters of Google Consent Mode v2?

Google Consent Mode v2 introduced two additional consent states: ad_user_data and ad_personalization, which can be attributed to the user’s consent, which relates to how data is used and shared. ad_user_data is used to set consent for sending user data to Google for advertising purposes. ad_personalization controls whether data can be used for ad personalization (e.g. remarketing).

How do I know if Google Consent Mode v2 is implemented into my website?

If you are unsure if Google Consent Mode v2 is implemented on your website, you can use Google Tag Assistant to check. Browse your website in Tag Assistant as a visitor. In the Tag Assistant window, click on a page or message and go to the Consent tab. If you see a consent status for the ad_user_data and ad_personalization tags, then Google Consent Mode v2 is implemented. If you don’t see these tags, it means that Google Consent Mode v2 is not implemented.