{"id":15534,"date":"2024-03-19T18:47:16","date_gmt":"2024-03-19T17:47:16","guid":{"rendered":"https:\/\/gn24.dev.growth-ninjas.net\/google-consent-mode-2-0-in-hubspot\/"},"modified":"2024-09-30T16:11:06","modified_gmt":"2024-09-30T14:11:06","slug":"google-consent-mode-2-0-in-hubspot","status":"publish","type":"post","link":"https:\/\/cache.dev.growth-ninjas.net\/en\/google-consent-mode-2-0-in-hubspot\/","title":{"rendered":"Google Consent Mode 2.0 in HubSpot"},"content":{"rendered":"\t\t
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At the latest since the GDPR in 2018 obliged companies and public bodies to deal intensively with the provisions on the processing of personal data, the topic has become a matter of public concern. Within a very short time, almost all websites were equipped with cookie banners. Even if many were annoyed by the constant notifications, we became aware that data about our behavior is collected on the Internet and that we have an influence on whether, where and when we want to allow this or not.<\/p>\n

The resulting possibility of rejecting analysis and advertising cookies led to a problem for statistical tools and personalized advertising, as the data became increasingly incomplete and thus less meaningful because the data collection was simply prevented by the rejection.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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The approaching end of cookies<\/h2>\n

For these reasons, it quickly became clear (especially at Google, of course) that new tools and solutions were needed to support website, store and app operators in complying with data protection regulations and respecting the wishes of visitors while still obtaining meaningful data about the usage behavior of their own services. The path therefore had to lead away from the storage of personal data in local cookies to other analysis options.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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What is Consent Mode?<\/h2>\n

The Consent Mode developed by Google allows the functionality of the tags<\/em> to be adapted depending on the settings selected by the user. Instead of setting cookies, so-called pings are sent in consent mode. <\/p>\n

Tags<\/em> are all codes\/scripts that are required for analysis and tracking, such as the Google Analytics tracking pixel or the retargeting pixel from Google Ads and Facebook.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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How does Google Analytics collect user data?<\/h2>\n

To understand why Consent Mode is necessary, you first need to know how Google can collect user data. Google Analytics uses four different methods to identify and analyze users:<\/p>\n

User ID:<\/strong> This is the best possible user recognition and works e.g. via a login name or a customer number in websites and apps.<\/p>\n

Google signals:<\/strong> Google combines the data of website users with Google logins. This enables recognition across websites, stores and apps, even without cookie data.<\/p>\n

Device ID:<\/strong> Each browser (stored in the cookie) and each app (app identifier during installation) receives a unique ID the first time it is called up.<\/p>\n

Modeled data:<\/strong> This is where Consent Mode comes into play, because Google uses the data collected in Consent Mode to calculate the number of sessions and users from events without user identification (with the help of AI, among other things). This closes the gap in the analysis data that results, for example, from the rejection of data storage in cookies. <\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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Consent Mode becomes mandatory<\/h2>\n

From March 2024 <\/strong>, Google will make Consent Mode mandatory for its services, i.e. for Google Analytics, Google Ads and Google Tag Manager. Without correctly implemented Consent Mode, there is already reduced functionality,<\/strong> especially with Google Ads remarketing lists (retargeting users with individualized advertising, e.g. shoes already viewed) and GA4 Audiences (defined groups of users with similar characteristics).<\/p>\n

Towards the end of 2024, conversion tracking will no longer be possible without consent mode,<\/strong> i.e. it will<\/strong> no longer be possible to track whether or how often the defined goals of your own website are achieved, be it contact via form, registration for the newsletter or the successful completion of a purchase in the online store.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"Consent\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t
Advantage if consent mode is active: a conversion is recorded anonymously, even if no consent has been given (GDPR-compliant - without setting a cookie)<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t
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What will change with Consent Mode 2.0?<\/h2>\n

Consent Mode 2.0 is Google’s direct response to the Digital Markets Act<\/a> (DMA), which comes into force in the EU at the end of 2022. The aim of the DMA is to oblige the major players in online advertising to ensure that user data collected in the EU is handled responsibly.<\/p>\n

With Consent Mode 2.0<\/strong>, website operators can now set different levels of consent for different types of data collection, based on the user’s choice. This allows users to have more control over which types of data they want to allow and which not. As a result, Google respects these settings and adjusts the tracking accordingly. This increases GDPR compliance,<\/strong> as personal data is really only processed if the corresponding consent has been obtained.<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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How the Consent Mode works<\/h2>\n

The previous Consent Mode categorized the consents to marketing cookies with the following data collectors: <\/p>\n

analytics_storage:<\/strong> Consent to tracking with Google Analytics <\/p>\n

ad_storage:<\/strong> Consent to the tracking of Google Ads ads<\/p>\n

Both can have the values ‘granted’ or ‘denied’.<\/p>\n

ad_storage denied:<\/strong> no advertising cookies are set\/read<\/p>\n

analytics_storage denied:<\/strong> Clicks and page views are recorded and aggregated completely anonymously, i.e. they are not assigned to any user, but the basic interaction is recorded.<\/p>\n

With Consent Mode 2.0<\/strong>, the consent mode is expanded to include: <\/p>\n

ad_user_data:<\/strong> It is determined whether the user gives his\/her consent for Google’s advertising purposes.<\/p>\n

ad_personalization:<\/strong> Controls whether data can be used to personalize ads (e.g. for remarketing).<\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t

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