In March this year, Google introduced a new rule requiring anyone using their products to implement something called Consent Mode.
It’s necessary in order to continue building basic audiences, work with retargeting, and use certain features within Google Ads and Google Analytics.
Google has set a deadline of March 6 to ensure their own compliance with the new Digital Markets Act (DMA).
Whether it’s a requirement from Google or not, Consent Mode is something we recommend. It provides greater access to data in both Google Analytics and Google Ads.
Consent Mode also allows us to make certain assumptions about users who do not accept cookies, using data modeling—something we wouldn’t otherwise be able to measure. This makes marketing smarter and helps deliver better results for the money we invest.
On average, Consent Mode models about 70% of ad clicks that led to conversions which would otherwise have been lost due to users declining cookies.
For those who haven’t had the resources to review how they handle cookies and their consent banner, there is a risk that they are still tracking users who haven’t given consent (assuming they even have a consent banner, or CMP, in place).
This could lead to unnecessary fines, as tracking visitors without their consent is illegal.
Need help with Consent Mode?
We’re currently offering assistance to help you map out your current cookie setup and implement a solution that enables the use of Google’s Consent Mode.
In addition, we ensure that other scripts—such as Meta, LinkedIn, and other marketing and analytics tools—only run if the visitor gives their consent.
Get in touch with us today using the form if you need help or want to learn more.
Joakim Strömblad
SEM-specialist