Google Consent Mode v2 Komplettguide (deutsch) - Alles was du JETZT wissen musst!

Summary

The video script discusses the Google Consent Mode V2, which has become a hot topic due to Google's announcement that certain functionalities will cease to work from March 6th for those who have not implemented it. The script explains that Google Consent Mode is a framework developed by Google to dynamically control the execution of Google services like Google Analytics and Google Ads, aligning with the user's consent. It clarifies that Consent Mode is not a replacement for the cookie banner on a website but acts as a link between the cookie banner and Google services. The video outlines the distinction between the Basic and Advanced modes of Consent Mode, highlighting the privacy concerns with the latter. It also touches on the legal implications of tracking users without their consent and advises consulting with a legal expert. The script concludes with a brief overview of the seven standard consent types in Consent Mode and the importance of correctly implementing them for different Google services. It encourages viewers to subscribe for updates on Consent Mode and other analytics topics.

Takeaways

• 📅 Google announced that starting March 6, some functionalities will cease to work if Google Consent Mode is not implemented.
• 🛠️ Consent Mode V2 is an extension of the original Consent Mode, which is a framework developed by Google to dynamically control the execution of Google services based on user consent.
• 🔗 Consent Mode serves as a link between cookie banners on a website and Google services, ensuring that the behavior of Google tags is adapted to the user's consent.
• 🚫 Consent Mode does not replace the cookie banner; instead, it works in conjunction with it to manage user consent for Google services.
• 📈 In the event of user consent, Consent Mode V2 can model conversions even without setting cookies, by sending conversion pings to Google servers, which raises privacy concerns.
• ⚖️ The legality of Consent Mode, especially when it overrides user tracking preferences, is questionable and should be clarified with a legal expert.
• 🆕 Google Consent Mode V2 introduces new consent types such as 'add user data' and 'add personalization', which further refine user consent for data processing.
• 📈 The 'advanced' implementation of Consent Mode may allow for more data to be sent to Google, even without user consent for tracking, which could be beneficial for marketers but is legally contentious.
• 🛡️ There are two ways to implement Consent Mode: 'basic' mode, which essentially maintains the status quo but adds Consent Mode to the process, and 'advanced' mode, which fully utilizes Consent Mode as per Google's design.
• 🌐 Many cookie banner solutions are integrating Consent Mode to provide a seamless experience for website owners, with some offering recommendations for consent parameters based on the selected service.
• 📚 Implementing Consent Mode requires translating the consent given through the cookie banner into the appropriate consent types for Google services, which can be technically complex but is facilitated by third-party tools.

Q & A

What is the Google consent mode and why was it introduced?

The Google consent mode is a framework developed by Google that dynamically controls the serving of Google services, such as Google Analytics and Google Ads, according to the user's consent. It was introduced in 2021 to comply with data privacy regulations and to act as a bridge between cookie banners and Google services.

What happens if a website does not implement the Google consent mode by March 6th, 2024?

If a website does not implement the Google consent mode by the deadline, certain functionalities related to Google Analytics 4, Google Ads Conversion Tracking, and Remarketing campaigns will cease to function, leading to potential restrictions in online advertising and analytics capabilities.

How does the Google consent mode work in conjunction with cookie banners?

The Google consent mode does not replace the cookie banner on a website but rather acts as a link between the cookie banner and Google services. It receives the user's consent decisions from the cookie banner and adjusts the behavior of Google tags accordingly, deciding which tags can be fired and which cannot.

What are the two main modes of implementing the Google consent mode?

The two main modes of implementing the Google consent mode are the Basic Mode and the Advanced Mode. The Basic Mode ensures that everything functions as before, with the additional step of forwarding consent decisions to Google through the consent mode. The Advanced Mode uses the consent mode in its true sense, potentially sending more data to Google servers even if the user does not consent to tracking.

What are the legal concerns surrounding the Advanced Mode of the Google consent mode?

The Advanced Mode of the Google consent mode is potentially legally controversial because it sends certain anonymized data to Google servers even if the user does not consent to tracking. This practice might not align with data protection laws, and it is advisable to consult with a legal expert before implementing this mode.

What are the standard consent types introduced in Google consent mode V2?

In Google consent mode V2, Google introduced seven standard consent types: analytics, storage, personalization, ad storage, add user data, and add personalization. These types categorize the purposes for which personal data can be processed and help in translating user consent decisions into parameters for Google services.

How can website owners ensure seamless integration of the Google consent mode with their existing cookie banners?

Many cookie banner solutions are now being updated to include integration with the Google consent mode. For example, the Real Cookie Banner plugin has released an update that includes Google consent mode integration, providing recommendations on which consent parameters to select for different services like Google Analytics 4 or Google Ads Conversion Tracking.

What are conversion pings in the context of the Google consent mode?

Conversion pings are a method used in the Google consent mode, particularly in the Advanced Mode, where even if a user does not consent to tracking, anonymized data is still sent to Google servers. This data is used to model conversions that would have occurred, allowing for more data to be present in the dashboard despite the user's opt-out.

Why is Google requiring the implementation of the Google consent mode starting from March 6th, 2024?

Google is requiring the implementation of the Google consent mode due to upcoming EU regulations, the Digital Services Act and the Digital Markets Act, which will enforce larger and most relevant companies in the online advertising space, termed 'gatekeepers', to protect users' fundamental rights on the internet more rigorously.

What should website owners do to prepare for the implementation of the Google consent mode?

Website owners should familiarize themselves with the Google consent mode, understand the differences between the Basic and Advanced Modes, and decide which mode aligns with their legal and operational requirements. They should also ensure that their cookie banner solutions are updated and compatible with the Google consent mode for seamless integration.

How can users stay informed about updates and best practices regarding the Google consent mode?

Users can stay informed by subscribing to relevant channels and following updates from experts in the field. They can also participate in training modules and online courses that provide detailed guidance on implementing the Google consent mode and adjusting tracking setups accordingly.