Consent Mode V2

A Revolution in Data Collection for Google Analytics

Due to the global heightened concern for data privacy, Google introduced Consent Mode V2. An innovative and working approach to data collection in Google Analytics. This tool not only adapts to users’ consent regarding the use of their data. But it also offers new opportunities to understand user behavior. Even when consent is not provided, or is only partial.

Two Key Settings for Data Control

As we mentioned earlier, Consent Mode V2 functions based on two basic settings that allow businesses to control the collection and processing of data in Google Analytics depending on user consent.

1. ad_storage – Control of Advertising Data

The ad_storage setting is responsible for storing data that is related to advertising. It has two possible values:

• granted: When the user gives consent to use cookies for advertising, ad_storage is set to granted. This allows Google Analytics to collect advertising data, such as:
  
  • Information about displayed ads
  • User interaction with ads
  • Conversion data that is the result of ads
• denied: When the user refuses consent to use cookies for advertising, ad_storage is set to denied. In this case, Google Analytics does not collect advertising data.

2. analytics_storage – Regulation of Analytical Data

The analytics_storage setting regulates the storage of analytical data. It also has two possible values:

• granted: When the user gives consent to use cookies for analytical purposes, analytics_storage is set to granted. This allows Google Analytics to collect data about user behavior on the site, such as:
  
  • Pages visited
  • Visit duration
  • Devices used
  • Geographic location
• denied: When the user refuses consent to use cookies for analytical purposes, analytics_storage is set to denied. In this case, Google Analytics collects only anonymized data that does not identify specific users.

How Does Consent Mode V2 Change Data Collection?

Depending on the user’s choice and the values of ad_storage and analytics_storage, Consent Mode V2 changes the way Google Analytics collects and processes data. Here are some examples:

• When both settings are set to granted: Google Analytics collects all data as usual.
• When ad_storage is denied and analytics_storage is granted: Google Analytics does not collect advertising data, but collects full analytical data.
• When both settings are set to denied: Google Analytics collects only anonymized data.

Importance of the Two Settings

The two settings provide businesses with flexibility and control over data collection. They allow compliance with privacy regulations, while obtaining valuable information about user behavior.

• Compliance with GDPR and other regulations: Consent Mode V2 helps businesses comply with GDPR and other data protection regulations. This is critical to avoid fines and legal issues.
• Better understanding of user behavior: Even when users do not give consent to use cookies, Consent Mode V2 allows Google Analytics to collect anonymized data. This allows businesses to continue to understand the behavior of users on their site, albeit in a much more limited way.
• Improved marketing campaign efficiency: Thanks to Consent Mode V2, Google Analytics can provide more accurate information about the effectiveness of marketing campaigns, even when users do not give their full consent to use cookies. This helps businesses make more informed decisions about targeting in their marketing strategies.
• Better user experience: Consent Mode V2 allows businesses to offer users a better and more personalized experience on their site, while respecting their privacy preferences.

How to Implement Consent Mode V2?

Its implementation requires some technical knowledge, but there are many resources that can help businesses do it correctly. Google offers detailed documentation and implementation instructions, as well as various tools and platforms that can facilitate the process. For sites built on CMSs such as WordPress, Joomla, Drupal and others, there are ready-made plugins/modules.

Conclusion

This is a very important tool for any business that uses Google Analytics. It not only helps to comply with privacy regulations, but also provides an opportunity for a better understanding of user behavior. As well as to improve the effectiveness of marketing campaigns. Although its implementation may require some effort, its benefits are significant and worth the investment.

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