Sep 27, 22 | 4 min read
Reading time: 3 minutes
In an increasingly privacy-first world, Google is looking to make it easier for website owners to manage their privacy permissions and data collection with some updates to its Consent Mode.
Google launched Consent Mode in September 2020 as a solution for the search engine to maintain its robust digital advertising business while beginning to meet consumers’ growing need for privacy.
And now, with even greater demands on user data privacy, the search giant has released some updates to the tool – let’s take a look and understand how they affect our campaigns.
Do you want a cookie or two?
You know when you visit a website and they ask you to accept their cookies? A banner appears with the cookie options.
Cookie disclosure pop-ups are small advertising banners that appear the first time you visit a website. The cookie notice alerts visitors that the website uses cookies.
Additionally, it gives users the option to consent or decline, maintaining compliance with GDPR, CCPA, and other consumer privacy regulations around the world.
Google Consent Mode accepts visitors' consent choices and dynamically adjusts the behavior of Analytics, Ads, and third-party tags that create or read cookies.
In other words, it allows websites to run the same Google services they used to use, but the data collected is based on the visitor's consent.
No cookies? Ads are less effective
Cookie consent banners give people more sweden email list control over how their data is used for advertising or analytics. It gives them a clear choice and they can agree or disagree with sharing their data. And guess what most people prefer?
The US stands out as the country with consumers most likely to decline consent when asked to accept cookies. According to YouGov's global consumer study, only 33% of US consumers agree to all cookies, while 42% disagree .
The most significant consequence of a cookieless world falls on the advertising industry.
Without cookies to track consumer behavior on websites and show them the best ad, click-through and conversion rates for advertising campaigns drop.
Advertisers may have difficulty understanding campaign effectiveness and how to allocate and optimize their budgets without cookie conversion data.
To help marketers better understand the impact of Consent Mode on their campaigns, Google has created new support and troubleshooting features in Google Ads.
What's new? Insights into the impact of Consent Mode on your Google Ads campaigns
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The new conversion diagnostics will help you understand your website's Consent Mode implementation and its impact on your conversion rates.
As defined by Google:
"In the coming months, you'll be able to see troubleshooting alerts in your diagnostics tabs and view domain-level insights into your tagging and consent rates. You'll also be able to download a list of URLs and access Google Tag Assistant's consent debugging tools to help you troubleshoot your setup."
With this new feature, Google is trying to adapt to the cookieless world and provide more data for marketers to understand the effectiveness of advertising campaigns with or without its cookies.
It is advisable to bring transparency and more data to the table, to give credibility to your ads as a marketing channel.
The best marketers are creating media companies instead of marketing teams with the clear goal of creating their own channels. The best recipe for success is to declare your independence from third-party cookies.
