Google Consent Mode V2: Missed the Deadline? Here’s What to Do Next

by | Mar 29, 2024

Share this article


The ever-changing digital marketing landscape is constantly evolving, and new updates are always keeping marketers on their toes. While some of these updates have little impact, others, such as GDPR, iOS Privacy adjustments, and the deprecation of third-party cookies, significantly impact how we operate. During March, another huge update took place that caused waves amongst the experts, Google Consent Mode V2 is the latest update to be rolled out and specifically affects Google Ads users.

This new policy requires websites to collect and transmit user consent for data collection and advertising purposes. This means Google Ads users need to take action to ensure they comply with stricter user consent requirements.

SEO and PPC agency, MRS Digital, has analysed the policy, official messaging, and industry interpretations to help you navigate these changes. While the update primarily affects Google Ads users, the changes can indirectly impact your website, ad delivery, and more, especially if you choose to ignore them.

The deadline to implement Google Consent Mode V2 has now passed and those who have not made the recommended changes may see discrepancies within their data. However, it’s not all doom and gloom and it’s not too
 late to act and ensure your Google Ads campaigns remain compliant with stricter user privacy regulations.


What is Consent Mode V2?

This policy requires websites to collect and clearly communicate how user data is used for advertising purposes. This means getting explicit user consent before using their data for personalised ads.

Why Should You Care (Even if You Missed the Deadline)?


Failing to implement Consent Mode V2 can have serious consequences, including:

  • Limited Data: You might lose access to valuable data from users in the European Economic Area (EEA), a crucial market for many businesses.
  • Reduced Targeting: Without this data, it becomes harder to effectively target and personalise your ad campaigns.
  • Potential Loss of Google Ads: In severe cases, Google may restrict your ability to use Google Ads altogether.

Taking Action Now: What You Can Do

Don’t panic! Here’s how to move forward:


1.     Implement Consent Mode V2 Immediately: Better late than never. Implementing Consent Mode V2 shows Google you’re serious about user privacy and working towards compliance.

2.     Focus on First-Party Data: With potentially limited EEA user data, prioritise collecting first-party data directly from your audience.

3.     Prioritise User Privacy: Building trust with your users is essential. Show them you respect their privacy by following regulations and giving them control over their data.


4.     Seek Help from Experts: The best way to ensure you implement Consent Mode V2 promptly and correctly, is to get assistance from the experts, and contact your Digital Marketing company to assist you. 

Moving Forward:

By taking these steps, you can minimise the impact of missing the deadline and ensure your Google Ads campaigns remain effective in a privacy-focused future.


Additional Resources:

Remember, it’s never too late to prioritise user privacy and ensure your Google Ads campaigns stay compliant.

Share this article

Related articles

Designing sustainable office spaces with impact

Designing sustainable office spaces with impact

With research showing that we are using the earth’s resources 1.7 times faster than it can regenerate, conversations around sustainability should be high on the agenda for office designers and managers globally. But it is also becoming key to recruitment too, with a...

Sign up to the IFA Magazine Newsletter

Trending articles

IFA Talk logo

IFA Talk is our flagship podcast, that fits perfectly into your busy life, bringing the latest insight, analysis, news and interviews to you, wherever you are.

IFA Talk Podcast - listen to the latest episode