Introduction:
Consent mode V2 is Google’s answer to help advertisers comply with stricter privacy regulations. This has a knock on effect on how you attribute your conversions.
Body:
Gone are the days you can setup your Google Ads & Analytics campaigns to track last click conversions and call it a job well done.
This change may be a frustrating one at face value but the truth is this means marketers now have access to a much more accurate and clear picture of what our customers are doing, whether users consent to cookies or not.
In the event that a user does not accept cookies Googles AI & ML models use anonymous signals as well as the data from users who do accept cookies to model the missing data.
Here’s what’s changed from consent mode version one to consent mode version 2.
Consent mode parameter
Ad-Storage (Old)
Purpose
Governs the use of cookies/identifiers for advertising purposes
Consent mode parameter
Analytics Storage (old)
Purpose
Governs the use of cookies/identifiers for analytics purposes
Content mode parameter
Ad_user_data (New)
Purpose
Set’s consent for sending user related data to Google for advertising purposes
Consent mode parameter
Personalisation_Storage
Purpose
Set’s consent for personalised advertising (remarketing)
Conclusion:
We don’t have control over whether our target audience accepts or rejects cookies but the reality is that we are living in a world where privacy is becoming increasingly important to end users and the law makers are listening to them. The good news is that where users do not accept cookies, Google’s AI modelling can fill in the blanks.