Since 6 March 2024, the Digital Markets Act (DMA) now requires website operators to obtain the informed consent of users before data is collected by tracking tools such as Google Analytics. Google Consent Mode makes it possible to customise data collection depending on user consent. The data concerned includes cookies, IP addresses, device information and behavioural data.
Consent Mode controls data collection by customising the tags and scripts on the website. The second version, Google Consent Mode V2, offers extended functions and reporting options.
𝗧𝗵𝗲𝗿𝗲 𝗮𝗿𝗲 2️⃣ 𝘃𝗮𝗿𝗶𝗮𝗻𝘁𝘀:
1. basic consent mode: basic adjustments – tracking only takes place if the user agrees.
2. advanced consent mode: advanced settings – tracking without cookies despite refusal, which is a legal grey area.
𝗪𝗵𝗲𝗻 𝗱𝗼𝗲𝘀 𝗚𝗼𝗼𝗴𝗹𝗲 𝗖𝗼𝗻𝘀𝗲𝗻𝘁 𝗠𝗼𝗱𝗲 𝗯𝗲𝗰𝗼𝗺𝗲 𝗶𝗺𝗽𝗼𝗿𝘁𝗮𝗻𝘁?🤔
Google Consent Mode is relevant if your website collects and processes personal data of users within the EU, especially when using Google Analytics or similar tools.
𝗧𝗵𝗲 𝗰𝗵𝗮𝗹𝗹𝗲𝗻𝗴𝗲𝘀🚧
The implementation of Google Consent Mode brings challenges, including: Complex implementation, legal uncertainty, usability, data loss and gaps, compatibility issues, maintenance and monitoring, and technical limitations.
𝗜𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻 𝘄𝗶𝘁𝗵 𝗖𝗠𝗣𝘀🌐
What is a CMP? A Consent Management Platform (CMP) helps to manage user consents to cookies and tracking technologies, typically via a cookie banner.🍪
𝗔𝗱𝘃𝗮𝗻𝘁𝗮𝗴𝗲𝘀 𝗼𝗳 𝗶𝗻𝘁𝗲𝗴𝗿𝗮𝘁𝗶𝗼𝗻✅
– Improved data collection: fulfils data protection requirements and adapts data processing to users’ consent states.
– Increased flexibility: Processes different consent signals, improves the user experience and fulfils legal requirements.
– Improved marketing efficiency: Combines consent management with marketing technologies, optimises advertising budgets and campaign performance and improves conversions through more accurate user data in Google Analytics.
𝗥𝗲𝗹𝗲𝘃𝗮𝗻𝗰𝗲 𝗼𝗳 𝘁𝗵𝗲 𝗚𝗼𝗼𝗴𝗹𝗲 𝗖𝗼𝗻𝘀𝗲𝗻𝘁 𝗠𝗼𝗱𝗲⚠️
Google Consent Mode is an indispensable tool for meeting the requirements of the GDPR, improving the user experience and benefiting from higher data quality in the long term. Correct settings in Google Tag Manager ensure that user data is recorded correctly and completely, resulting in better conversions.
