Google Consent Mode Update: Key Insights


Introduced in 2015, the Google EU User Consent Policy (EU UCP) demonstrates Google’s commitment to helping advertisers, publishers and general users thrive when advertising online via pay-per-click marketing. The EU UCP holds requirements which are essential for compliance with European Privacy Regulations. These requirements ensure marketers who advertise using Google Ads maintain respect for their end user’s consent. They include the following:

  • ePrivacy Directive – Covers the confidentiality of online communications and the rules regarding the tracking and monitoring of users.
  • General Data Protection Regulation (GDPR) – Grants individuals within the EU the right to control their personal information whilst also setting specific rules that businesses worldwide must follow to process that data legally.

Advertisers who implement cookie permission banners on their website experience a significant drop in conversions as users are given the choice to accept/reject cookies. According to Advance Metrics, 76% of visitors ignore this cookie banner which impacts the accuracy of the overall performance reporting by marketers.

So how can this be fixed? By implementing Google consent mode, you can further preserve measurements so you don’t experience any data loss. You also ensure that you are maintaining good user privacy standards.

What’s Changing?

Starting this year, Google will be enhancing their enforcement of the EU UCP. They will be upgrading consent mode within Google Ads, Google Marketing Platform and Google Analytics by adding 2 new parameters – so stay updated! This upgrade will provide additional control factors to ultimately maintain an end user’s consent. 

These 2 new parameters are ‘ad_user_data’ and ‘ad_personalisation’. They will give users more fine-tuning control over what will be shared with Google. This benefits paid-search marketers as you can trace the source of desired user behaviour, helping you evaluate your marketing efforts. Google finds that consent mode helps to recover over 70% of reported conversion losses due to user consent choices.

Discover how it works below…

Google Consent Mode

How MIRA Is Looking Ahead

This year marks a monumental change in marketing as we know it. By the second half of 2024, Chrome’s planned removal of third-party cookies is expected to be fully implemented. By using Google consent mode, you can get yourself prepared by setting the right foundations in place. This allows you to set long-term solutions that are powered by the remaining, user-consented first-party data. You can rest assured that you will continue to deliver strong PPC results and outstanding performance.

Speaking of delivering outstanding performance, that’s what we’re about here at MIRA! Do you want immediate results from high-intent customers on a daily basis? We’d love to discuss how our PPC strategies can do this for you. Get in touch with our digital marketing agency Newcastle today!