Recently, there has been an exponential increase in attention towards privacy, an increasingly central aspect of citizens’ lives, especially in the context of online behavior. In line with the needs of users, the actions of legislators have been included, who, through the introduction of important laws such as the GDPR, have taken important steps to regulate the collection and storage of personal data.
A giant in the sector like Google has consequently taken some decisions aimed at protecting the privacy of users. In this study we will see what Consent Mode consists of and how it works to protect sensitive data.
Indice dei Contenuti
What is Google’s Consent Mode feature?
Since Google introduced the Consent Mode feature in late 2021, many industry experts, including online marketers, have received a concrete answer to their needs. Evaluating the performance of an online advertising campaign while respecting user privacy requires a proper balance, as well as an unassailable legal position.
Through consent mode, professionals have a fundamental tool in this regard. This mode allows you to manage tags related to Google services in a completely automatic way depending on the profiling choices of the individual user. In fact, consent mode allows you to activate certain tags, such as the one related to tracking on Google Ads, without having to take any further steps.
Everything happens automatically because Google recognizes and analyzes the consents given by each user for each tag. From the analysis of necessary, statistical or marketing cookies highlighted in the user’s digital behavior, the search engine obtains the information needed to manage the tag parameters set in the various marketing campaigns. In this sense, profiling users and their behaviors becomes simpler and at the same time respectful of privacy.
How does it work and what are the positive aspects?
While relatively simple to use, Google Consent Mode requires certain technical features to be implemented correctly, as is the case with most online features.
In this sense, a site must have activated the mode, as well as have a daily click threshold that reaches at least one hundred, based on the country and the domain grouping. The introduction of Consent Mode modifies the behavior of Google tags through two different types of consent: analytics_storage and ad_storage.
analytics_storage regulates the saving of cookies on the site and, even if a user does not give consent for those of analysis, it is possible to obtain some data in aggregate form. As regards ad_storage, the operation is the same, but related to marketing cookies.
This feature introduced by the Mountain View giant represents an important asset to support the daily activities of those who deal with digital marketing. The Consent Mode allows you to manage the various triggers associated with the different tags relatively easily, recognizing and adapting the data collection according to each declaration of consent explicitly given by the user.
Given the many new features introduced by Google, both for the Ads platform and for GA4, the new version of Analytics, Consent Mode proves to be an indispensable tool for setting up truly effective online campaigns.