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

DATENVERSIERT

9 Feb 202417:50

Summary

TLDRThe 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.

Outlines

00:00

😀 Introduction to Google Consent Mode V2

The video discusses the importance of implementing Google Consent Mode V2 by March 6th, as Google has announced that certain functionalities will cease to work without it. The speaker emphasizes the need to act on this for Google Analytics 4, Google Ads Conversion Tracking, and Remarketing campaigns. The video aims to clarify the confusion surrounding Consent Mode by explaining it in a comprehensive manner. It also encourages viewers to subscribe for updates on Consent Mode and other analytics topics.

05:02

🔍 How Google Consent Mode V2 Works and Its Legal Implications

The paragraph explains how Google Consent Mode V2 functions as a bridge between cookie banners and Google services. It details how consent given by users through the cookie banner is communicated to Google Consent Mode, which then decides what Google tags can be executed based on these permissions. The paragraph also touches on the potential legal concerns regarding data privacy when users do not consent to tracking but still have certain data sent to Google servers. It advises consulting with a legal expert to understand the implications fully.

10:02

🛠️ Implementing Google Consent Mode: Basic vs. Advanced Mode

This section clarifies the two ways of implementing Google Consent Mode: Basic Mode and Advanced Mode. In Basic Mode, the process remains largely the same as before, with consent being passed to Google and tracking occurring only if the user agrees. In Advanced Mode, even if the user does not consent to tracking, Google still sends conversion pings to model conversions without setting cookies. This approach raises data privacy concerns and is recommended to be discussed with a legal advisor before implementation.

15:03

📘 Google Consent Mode's Internal Workings and Integration with Cookie Banners

The final paragraph delves into the technical aspects of how Google Consent Mode operates using standard consent types and translates user consent from the cookie banner into these parameters. It outlines the seven consent types currently available in Google Consent Mode and the need to map these correctly for services like Google Analytics 4. The speaker also mentions that many cookie banner solutions are integrating Google Consent Mode to facilitate seamless compliance, and viewers are encouraged to implement these changes on their websites with the help of such tools.

Mindmap

Keywords

💡Google Consent Mode

Google Consent Mode is a framework developed by Google that dynamically controls the execution of Google services, such as Google Analytics and Google Ads, in accordance with the user's consent. It is central to the video's theme as it discusses the implications of not implementing this mode and how it functions as a bridge between cookie banners and Google services. The video emphasizes the importance of implementing Google Consent Mode by March 6th to avoid disruptions to Google Analytics 4 and Google Ads Conversion Tracking.

💡Google Consent Mode V2

Google Consent Mode V2 is an extension of the original Google Consent Mode, providing additional features and parameters for user consent. It is a key concept in the video as it marks a mandatory update that webmasters need to implement to ensure continued functionality of certain Google services post-March 6th. The script discusses the differences between V1 and V2, highlighting new consent parameters and the potential for more refined user consent management.

💡Cookie Banner

A Cookie Banner is a user interface element on websites that informs users about the use of cookies and typically asks for their consent to collect certain data. In the context of the video, the Cookie Banner is depicted as a crucial component that interacts with Google Consent Mode. It is used to obtain user consent, which is then communicated to Google services via the Consent Mode, determining which tags are allowed to execute.

💡Google Analytics 4

Google Analytics 4 is the latest version of Google's web analytics service. It is mentioned in the video as one of the services that would be affected if Google Consent Mode is not implemented. The video suggests that without proper implementation, users would not be able to form audience groups in Google Analytics 4 post-March 6th, emphasizing the need for compliance with Google's new requirements.

💡Google Ads Conversion Tracking

Google Ads Conversion Tracking is a feature within the Google Ads platform that allows advertisers to track the performance of their ads by monitoring conversions. The video discusses how this feature would cease to function if Google Consent Mode is not implemented, as it relies on user consent to track and attribute conversions to specific ad campaigns.

💡Remarketing

Remarketing is a digital marketing strategy where advertisers continue to show ads to users who have previously interacted with their website. The video mentions that without implementing Google Consent Mode, remarketing campaigns through Google Ads would no longer function, affecting the ability to target and re-engage potential customers.

💡Data Protection

Data protection is a legal framework that governs the collection, use, and storage of personal information. The video touches on the controversy surrounding Google Consent Mode, particularly in the Advanced Mode, where data is still sent to Google servers even if the user does not consent to tracking. This raises concerns about compliance with data protection laws, which is a significant aspect of the video's discussion.

💡Basic Mode vs. Advanced Mode

The video explains two methods of implementing Google Consent Mode: Basic Mode and Advanced Mode. Basic Mode ensures tracking only occurs when the user has given consent, similar to previous practices without Consent Mode. Advanced Mode, however, allows for the modeling of conversions even without user consent, which is where data protection concerns arise. The choice between these modes depends on the website operator's stance on data privacy and legal considerations.

💡Digital Services Act (DSA)

The Digital Services Act is an upcoming regulation in the European Union that aims to protect users' fundamental rights online and ensure a safe digital space. The video connects the DSA to the mandatory implementation of Google Consent Mode, as it is part of the broader effort to enforce stricter data protection standards on large online advertising companies, which includes Google.

💡Consent Management

Consent management refers to the process of obtaining, recording, and managing user consent for data processing activities. The video emphasizes the importance of managing user consent through Google Consent Mode, especially with the introduction of new consent parameters in V2. Proper consent management is crucial for compliance with data protection laws and the continued use of Google services.

💡Machine Learning

Machine Learning is a type of artificial intelligence that enables systems to learn and improve from experience without being explicitly programmed. The video mentions machine learning in the context of modeling conversions when users do not consent to tracking. This technique allows for the estimation of conversion data, which is a contentious point regarding user privacy and data protection.

Highlights

Google has announced that some functionalities will cease to work from March 6th for those who have not implemented Google Consent Mode.

If you are using Google Analytics 4 or Google Ads Conversion Tracking and Remarketing campaigns, you must take action to implement Google Consent Mode V2.

As of March 6th, Google Analytics 4 audience creation and Google Ads Conversion Tracking and Remarketing will not function without Google Consent Mode implementation.

Google Consent Mode V2 is an extension of the original Consent Mode, which was introduced in 2021 and is often referred to as Google Consent Mode V1.

Consent Mode is a framework developed by Google to dynamically control the execution of Google services based on user consent.

Google Consent Mode does not replace the cookie banner on your website but acts as a link between the cookie banner and Google services.

If a user consents to all services through the cookie banner, all corresponding tags are executed; otherwise, only the consented services are used.

The Consent Mode can work without setting cookies if a user does not consent to tracking, but conversion pings are still sent to Google servers for data modeling.

The legality of sending certain data to Google servers without user consent is questionable and should be discussed with a legal advisor.

Many website operators have not implemented Google Consent Mode due to its controversial nature from a data protection standpoint.

Google Consent Mode V2 introduces new consent parameters and expands on the original framework to better align with user consent.

As of March 6th, 2024, Google Consent Mode must be implemented to avoid restrictions on Google Analytics 4 audience creation and Google Ads functionalities.

The European Union's Digital Services Act and Digital Markets Act, effective from May 2nd, 2024, require companies like Google to protect users' fundamental rights on the internet.

Google Consent Mode can be implemented in two ways: Basic Mode, which is less controversial from a data protection perspective, and Advanced Mode, which may raise legal concerns.

In Basic Mode, tracking only occurs if the user consents on the cookie banner, and no conversion pings are sent if consent is not given.

Advanced Mode may send conversion pings to Google servers even without user consent, which could lead to more conversions being modeled but raises legal questions.

Google Consent Mode operates through standard consent types, categorizing purposes for data processing, ensuring compliance with user consent.

New consent types 'add user data' and 'add personalization' were added in Google Consent Mode V2 to refine user consent for data usage and sharing.

Implementing Google Consent Mode involves translating user consent from the cookie banner into standard consent types parameters via the Google Consent Mode API.

Many cookie banner solutions are integrating Google Consent Mode to facilitate seamless compliance, with some offering recommendations for consent parameters based on selected services.