What is the Google Consent mode
Google Consent Mode uses two new components: ad_storage and analytics_storage. These parts (Google tags) are used to control the behavior of the cookies for Google Ads and Google Analytics. Based on accepting or not accepting the cookies, the Google Consent Mode works in two different ways.
- Once permission is given, all settings work as normal and you can use the conversion measurements and remarketing as desired;
- When the user doesn’t give consent, the consent mode uses a so-called ping to communicate that a conversion action has been performed. This ensures that you can measure conversions but the visitor can’t be identified.
Despite the fact that you miss out on detailed data about the visitor, and can therefore not include this visitor in remarketing and personalized advertisements, it’s possible to measure conversions thanks to Google Consent Mode.
Conversion Modeling Google Ads
Why is it important that conversions are measured and assigned to the campaigns that have brought users to the website?
Since April 2021, conversion modeling for Consent Mode has been available in Google Ads. When Google can’t directly observe the conversions, they use conversion modelling. This is done through the mentioned ad_storage. This data can’t be traced back to an individual user. This means that if someone doesn’t accept the cookies, events and conversions will be found through the modeled conversions. With the help of the modeled conversions you still receive the events but without personal data. Which in turn provides a more complete overview of all conversions that take place.
More complete conversion path
The conversion modeling provides a more complete overview of the completed conversion path because of:
- The ability to optimize campaigns more effectively. Due to the privacy enhancements, it’s no longer possible (if a user does not give permission) to see which device type or browsers the visitor uses. Thanks to the modeling, Google ensures that the distorted view you get, is resolved and corrected throughout the report.
- In addition, it’s possible to perform accurate and privacy-oriented measurements. All conversions that Google can’t detect use the modeled conversions. This data can’t be traced back to the individual, but does show whether a conversion has taken place on the website. This provides a more complete report about the conversions the campaign is delivering.
Implement the Google Consent Mode
Would you like to have more data and insights about what happens on the website and see all the conversion actions that are completed? Then implement the Google Consent Mode now.
Do you have questions about how to implement this Consent Mode? Contact us directly! Hide and Seek is happy to help you with the implementation.