Google Analytics 4 has introduced a new consent setting section that aims to help advertisers comply with Google’s EU User Consent Policy (EU UCP). This policy requires advertisers to obtain verifiable consent signals if they want to serve personalized ads in the UK and European Economic Area (EEA). Failure to adhere to this policy could significantly impact ad campaign performance and return on investment.
The new consent mode setting section in Google Analytics 4 makes it easier for users to confirm that their consent mode v2 is passing consent signals correctly to their web streams. This feature will be particularly beneficial for advertisers who want to ensure that their audience and measurement solutions, like GA4, continue to work effectively without disruption amidst upcoming regulatory changes and the deprecation of third-party cookies.
The EU User Consent Policy applies only to end users located in the EEA or the UK. The EEA consists of several countries including Austria, Belgium, Croatia, Denmark, Finland, France, Germany, Greece, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Spain, Sweden, and more.
To assist businesses in managing user consent for online advertising and data collection, Google has certified certain Consent Management Platforms (CMPs). These CMPs adhere to the IAB’s Transparency and Consent Framework (TCF) v2. Advertisers can check if their CMP is certified by referring to Google’s list of certified CMPs.
Consent Mode, a tool in GA4, allows businesses to honor users’ consent preferences obtained through cookie banners or widgets. It enables Google Analytics to dynamically adjust its behavior based on users’ consent. For example, if users decline consent, Consent Mode helps provide a clear overview of performance and resolves uncertainties in the consumer journey.
Advertisers should prioritize getting their consent in order by utilizing tools like Consent Mode. With the new consent setting section in Google Analytics 4, advertisers can easily set up and verify that their consent signals are being received properly. The section also provides helpful guides and information for advertisers interested in using certified CMPs.
In conclusion, Google Analytics 4’s new consent setting section is a valuable addition for advertisers who need to comply with the EU User Consent Policy. By implementing tools like Consent Mode, advertisers can ensure that their personalized ads are served in accordance with users’ consent preferences. With regulatory changes and the deprecation of third-party cookies on the horizon, it is crucial for advertisers to adapt and utilize solutions like consent mode to maintain effective audience targeting and measurement.
