Important update: New regulations for Google advertisers now in place

Google Ads now requires advertisers to fully comply with cookie consent regulations if they want to measure conversions or utilise remarketing features. And, even if advertisers already secure cookie consent, they are now required to upgrade to Google Consent Mode V2 to align with the latest standards.

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This new policy underscores Google’s commitment to providing users with more control over their online data and preferences.

The repercussions of non-compliance are severe, ranging from your PPC campaigns no longer working, to suspension of your Google Ads account, and even potential penalties! In fact, the ICO has the authority to impose fines of up to £17,500,000 or 4% of global turnover for violating cookie laws.

What is a Consent Management Platform (CMP)?

A CMP allows website visitors to opt-in to non-essential cookies, such as those used for tracking or analytics purposes. This helps businesses adhere to regulations governing cookies, such as the PECR including General Data Protection Regulation (GDPR) and the ePrivacy Directive.

Some key requirements of this legislation are that you must:

  • Receive users’ consent before you use any non-essential cookies.
  • Provide accurate and specific information about the data each cookie tracks and its purpose in plain language before consent is received.
  • Document and store consent received from users.
  • Allow users to access your service even if they refuse to allow the use of certain cookies.
  • Make it as easy for users to withdraw their consent as it was for them to give their consent in the first place.

Choosing a CMP

Every website is different, and there is no one-size-fits-all solution when it comes to choosing a CMP. We work with our customers to identify the most suitable CMP for their website and highly recommend using a CMP that supports Google Consent Mode V2, to ensure Google Ads compliance.

Installing a CMP

Installing and configuring a CMP can present a complex challenge for even the most experienced web developers. We are CMP specialists, with the expertise and experience to ensure your CMP integrates seamlessly with all tracking and analytics platforms, maximising data capture and consent rate.

Google Consent Mode V2

If your CMP is configured to use Google Consent Mode V2 (GCM2), Google’s tags will dynamically adapt their behaviour based on the consent status of your users, only utilising cookies for the specified purposes when consent has been given.

Using consent signals, Google then applies conversion modelling to recover lost conversions due to consent changes. This can recover some of your conversion data that would have been lost due to lack of cookie consent.

Google consent mode V2

Maximise Google Ads Conversions

Early results from Google Ads have shown that, on average, conversion modelling through Consent Mode recovers more than 70% of ad-click-to-conversion journeys lost due to user cookie consent choices. Read more here. Results for each advertiser may vary widely, depending primarily on user cookie consent rates and the advertiser’s Consent Mode setup.

Our CMP services

Consent management platform services

Tiered pricing based on complexity

Every website is different, and the complexity of your existing tracking infrastructure affects the amount of work required to implement a CMP. We offer tiered pricing for non-autoblocking CMP installations. Tier examples:

  • T1: Simple websites with minimal tracking,  WordPress sites with basic functionality.
  • T2: Websites with multiple tracking/ advertising platforms or complex functionality.
  • T3: Complex websites, eCommerce websites, websites with gated content.
  • Enterprise: Large scale websites, multi-domain sites, Single Page Application (SPA) sites.

Not sure if you’re compliant?

Then get in touch with our team today – don’t delay! Call 02392 830281 to chat to one of our data team, or drop us an email to [email protected] and we’ll be in touch.

Henry Carless profile picture
Henry Carless

With over 12 years’ experience in search engine marketing, Henry has extensive knowledge of paid search strategy and delivery. He has managed advertising campaigns for companies of all sizes over a wide range of industries, from start-ups to multinational partnerships with seven figure PPC budgets. Henry joined Vertical Leap in 2012 as a PPC specialist, managing and delivering campaigns for clients and has since become one of our Data Scientists. He has what could be considered an obsession with data analysis; measuring and tracking everything he can in order to fully understand how our adverts perform. In his spare time, Henry enjoys 3D printing, Dungeons & Dragons, home brewing, and golf.

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