{"id":18485,"date":"2024-01-23T13:20:51","date_gmt":"2024-01-23T12:20:51","guid":{"rendered":"https:\/\/trilogi.com\/blog\/what-is-google-consent-mode-and-why-enable-it-on-your-ecommerce-site\/"},"modified":"2026-10-23T18:20:18","modified_gmt":"2026-10-23T16:20:18","slug":"what-is-google-consent-mode-and-why-enable-it-on-your-ecommerce-site","status":"publish","type":"post","link":"https:\/\/trilogi.com\/blog\/en\/what-is-google-consent-mode-and-why-enable-it-on-your-ecommerce-site\/","title":{"rendered":"What is Google Consent Mode and why enable it on your eCommerce site?"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">User privacy is increasingly bounded by legal and ethical limits. You need to know users\u2019 rights and obtain information lawfully. <strong>Consent mode <\/strong>is a solution that lets you collect information to generate statistics and show advertising based on visitors\u2019 preferences.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">All advertisers who place ads in the European Economic Area and use Google services will in future be subject to the \u201cGoogle EU User Consent Policy,\u201d or EUUCP.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In this way, Google dictates to website operators how they can use Google services in terms of data protection. The most important rule: <strong>from March 2024, all eCommerce sites must have a consent banner from a Google-certified Consent Management Platform (CMP) such as <a href=\"https:\/\/trilogi.com\/blog\/en\/trilogi-and-lawwwing-partner-to-offer-ecommerce-clients-a-comprehensive\/\">Lawwwing<\/a>, and must use Google Consent Mode v2<\/strong>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In addition, the way Google measures advertising campaigns (for example, order tracking) is changing: measurement only happens if the user has given consent and the corresponding signal has been sent back to Google via Google Consent Mode v2. If you want to measure conversions in the future, a certified CMP with Google Consent Mode v2 is essential<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Google consent mode and the end of third-party <em>cookies<\/em><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Third-party <em>cookies<\/em><\/strong> are living on borrowed time. In 2024 Google will phase them out, making it harder to track users. To deal with these new restrictions, which aim to protect user privacy, the consent API comes into play.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It has <strong>two separate tags<\/strong>, one focused on data analysis, \u201canalytics_storage,\u201d and another focused on advertising, \u201cad_storage,\u201d and it is displayed through a pop-up window.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">By accepting, the user allows this information to be collected and fed into the internet giant\u2019s tools: <strong>Google Analytics and Google Ads<\/strong>. This lets us use these programs to run campaigns and understand the browsing results of our website. Adapting is important, because otherwise from 2024 we won\u2019t be able to use either Google Analytics or Google Ads. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How does Google consent mode work?<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When a user gives consent, the consentmanager cookie banner sends the Google Consent Mode signal to the Google tags on your website and everything works as usual.<br><br>If a user does not give consent, Google limits data collection for that user category and it is no longer counted. With Google Consent Mode, the cookie banner sends a signal to Google so that it understands the user\u2019s choice. Google then uses, among other things, machine learning conversion modeling to connect specific interactions with conversion events.<br><br>For advertisers, this means they can better understand how their conversion goals are being tracked, thanks to modeling, even if the visitor has not given consent.<br><br>Google Consent Mode (v2) offers a series of new optimizations to maximize the performance of your advertising campaigns. These notably include:<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Behavioral modeling in Google Analytics 4: <\/strong>Google uses artificial intelligence to recreate the behavior of users who have not accepted Analytics cookies and compares it with users who have. This makes more data available in GA4.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Conversion modeling in Google Analytics 4 and Google Ads: <\/strong>Conversions (for example, orders or newsletter sign-ups) from users who have not given consent are modeled based on experience with other users. This means more conversions will show up in GA4 and Google Ads.<br><br><strong>Conversion modeling diagram in Google Consent Mode:<\/strong> On average, around 65% of the conversions that would be lost without this mode when users decline consent are recovered with Consent Mode. This figure highlights how effective conversion modeling is at recovering conversions lost without explicit consent. However, advertisers should know that a minimum of 100 ad clicks per day is required to use modeling, so it\u2019s important that their campaigns reach this threshold.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"931\" height=\"600\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/modo-consentimiento-google-v2.png\" alt=\"\" class=\"wp-image-16947\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/modo-consentimiento-google-v2.png 931w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/modo-consentimiento-google-v2-300x193.png 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/modo-consentimiento-google-v2-768x495.png 768w\" sizes=\"(max-width: 931px) 100vw, 931px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Options when consent is declined<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In some cases, users may decline consent. This<strong> limits what<em> cookies<\/em> can do<\/strong>, preventing information from being collected. Even so, anonymous data such as visits, events or conversions is still provided. Also, in these cases we won\u2019t be able to send personalized advertising or collect other types of information.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">The information collected<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">When a website visitor accepts this policy, they provide<strong> a set of data that is very useful to us<\/strong>. Among others, the following is collected:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Timestamp.<\/li>\n\n\n\n<li><em>User agent<\/em>.<\/li>\n\n\n\n<li>Referrer URL.<\/li>\n\n\n\n<li>User origin from a page with <em>gclic<\/em> parameters.<\/li>\n\n\n\n<li>Information on consent status.<\/li>\n\n\n\n<li>Information on acceptance on the website itself.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">The benefits of this new mode<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Adopting this mode on our website brings the organization several benefits. These are the most notable:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Respect for privacy<\/strong>: Acceptance is simpler for users, who get more precise and specific information on how their data is used.<\/li>\n\n\n\n<li><strong>Legal compliance<\/strong>: It is a mechanism that ensures GDPR compliance, giving companies legal certainty and guaranteeing data anonymity if consent is declined.<\/li>\n\n\n\n<li><strong>Separation of non-private data<\/strong>: It filters out non-private data and collects it, regardless of whether the visitor accepts the website\u2019s policy.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">How does it differ from the old version of consent mode?<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\">Old consent mode<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Optional:<\/strong> In this version, Google Consent Mode was optional. Websites could choose whether or not to implement it, which offered flexibility but also meant less standardization in tracking and data collection.<\/li>\n\n\n\n<li><strong>Use of consent management platforms:<\/strong> Using a Google-certified consent management platform was also optional. This gave websites more freedom to choose their own platform, but could result in a variety of consent management methods, some of which might not fully align with Google\u2019s recommended practices.<\/li>\n\n\n\n<li><strong>Data collection:<\/strong> Data was collected when the user gave consent, either through Google services or third-party services. This reflected greater flexibility in how websites could handle consent and data collection.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Consent Mode version 2<\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Mandatory requirement:<\/strong> In this version, Google Consent Mode becomes mandatory for tracking. This points to a stricter, more uniform approach to consent management and data collection, which could improve consistency and compliance with privacy rules.<\/li>\n\n\n\n<li><strong>Use of certified consent management platforms:<\/strong> Using a Google-certified consent management platform is now mandatory. The implementation period runs until March 2024, giving websites time to adapt. This standardization can improve consistency in consent management, but it also limits websites\u2019 choice.<\/li>\n\n\n\n<li><strong>Data collection:<\/strong> Data is only collected if the user has given consent and the corresponding signal has been sent back to Google via Google Consent Mode. This reinforces the importance of explicit consent and could improve user privacy protection, but it could also limit the amount of data available to websites if users choose not to consent.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">In short, the move from Google Consent Mode to Google Consent Mode v2 represents a shift toward a stricter, more standardized approach to consent management and data collection, with greater emphasis on compliance with privacy and data protection regulations.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Benefits for Google Ads advertisers with Google Consent Mode<\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Higher data quality<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Only with Google Consent Mode can you track and measure all your data. Built-in conversion modeling also lets you recover data lost due to users\u2019 consent choices. Conversion modeling is used to close these data gaps.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Better regulatory compliance<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Google Consent Mode (v2) can help websites comply better with GDPR and ePrivacy. Since Google has been designated as one of the \u201cgatekeepers\u201d under the new Digital Markets Act imposed by the European Commission, stricter data protection requirements must be applied. That is why Google requires Google Consent Mode (v2) for all visitors\/app users in the EEA + UK (regardless of the website or app owner\u2019s country).<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Easy integration<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Google Consent Mode can be used with the following Google services:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Google Ads (including Google Ads conversion tracking and remarketing)<\/li>\n\n\n\n<li>Google Analytics 4<\/li>\n\n\n\n<li>Google Floodlight<\/li>\n\n\n\n<li>Google Conversion Linker<\/li>\n\n\n\n<li>Use a Google-certified CMP such as Lawwwing<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Keep in mind that, under Google\u2019s requirements, it\u2019s important to use a Google-certified CMP (such as Lawwwing) that supports Google Consent Mode v2.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How to enable consent mode on your eCommerce site<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">At Trilogi we recommend Lawwwing if you\u2019re thinking of <a href=\"https:\/\/trilogi.com\/en\/create-professional-online-store-with-trilogi\/\">building an online store<\/a>. Online stores can implement consent mode automatically through Lawwwing, which uses the Transparency &#038; Consent Framework (TCF) v2.2. This <em>plugin<\/em> helps businesses stay up to date with current data protection regulations.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When you install the Lawwwing <em>plugin<\/em> on your eCommerce site, the software automatically scans the site and provides a complete cookie solution that complies with all current data protection regulations. This includes an information banner, a legal notice and cookie blocking, among other elements needed to comply with data protection and privacy rules.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"922\" height=\"733\" src=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/lawwwing-consent-mode-v2.png\" alt=\"\" class=\"wp-image-16948\" srcset=\"https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/lawwwing-consent-mode-v2.png 922w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/lawwwing-consent-mode-v2-300x239.png 300w, https:\/\/trilogi.com\/blog\/wp-content\/uploads\/sites\/2\/lawwwing-consent-mode-v2-768x611.png 768w\" sizes=\"(max-width: 922px) 100vw, 922px\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s worth highlighting that Lawwwing is certified by IAB Europe and Google, which guarantees its quality and validity. From January 2024, compliance with these regulations will be mandatory, and Lawwwing is one of only three companies in Spain that already have the certified banner.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With Lawwwing, online stores can be confident they comply with data protection regulations automatically and efficiently. Don\u2019t miss the chance to join the leading companies that have already implemented this solution. <a href=\"https:\/\/trilogi.com\/crear-tienda-web-contacto\/\">Contact us to activate this solution<\/a>. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Consent mode<\/strong> is Google\u2019s new tool being rolled out in 2024, and it puts an end to <strong>third-party <em>cookies<\/em><\/strong>. With it, users will enjoy greater privacy, and the information they are willing to share will be collected directly in the internet giant\u2019s tools.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>User privacy is increasingly bounded by legal and ethical limits. You need to know users\u2019 rights and obtain information lawfully. Consent mode is a solution that lets you collect information to generate statistics and show advertising based on visitors\u2019 preferences. All advertisers who place ads in the European Economic Area and use Google services will [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":16865,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[2507],"tags":[],"class_list":["post-18485","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-emarketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is Google Consent Mode and why enable it on your eCommerce site? | Blog Trilogi \u2013 The Digital Agency<\/title>\n<meta name=\"description\" content=\"Consent mode lets you collect information to generate statistics and show advertising. Find out more.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/trilogi.com\/blog\/en\/what-is-google-consent-mode-and-why-enable-it-on-your-ecommerce-site\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is Google Consent Mode and why enable it on your eCommerce site? | Blog Trilogi \u2013 The Digital Agency\" \/>\n<meta property=\"og:description\" content=\"Consent mode lets you collect information to generate statistics and show advertising. 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