Google Consent Mode V2: A complete guide to making your Webflow site compliant

Prior to March 2024, Google did not actively check whether websites were honoring user consent when triggering Google Ads or Google Analytics tags. But with the introduction of CoMo V2, the rules have changed!

Now, in order to continue using certain features such as performance measurement, ad personalization, or remarketing, it is mandatory to obtain explicit consent from users located in the European Economic Area (EEA) and to share this consent information with Google.

What is Google Consent Mode V2?

The Google Consent Mode V2 (or CoMo V2) is an important update introduced by Google at the end of 2023 to help website owners and managers (CMOs, DPOs, Developers), comply with new data protection rules, in particular those imposed by the European Union.

This new version offers more "granular" control over how user data is collected, processed, and used, while complying with regulations such as GDPR or the Digital Markets Act (DMA).

The CoMo V2 now allows you to dynamically adjust the behavior of Google tags based on user consent. This allows data to be collected in a compliant manner while maintaining the effectiveness of advertising campaigns.

Let's illustrate this in a more concrete way: Let's assume that you are the marketing manager of your company, in charge of managing the website. You probably use many tracking tools such as Google Analytics, Search Console or Google Ads, to track conversions and optimize your advertising campaigns. When a user visits your site for the first time, a consent banner will appear asking if they agree to cookie tracking.

• Before Google Consent Mode V2 : If the user opts out of tracking, Google tags (such as those used for Google Ads or Google Analytics) do not collect any data. This means that you can't track conversions from that user, which limits tracking and analyzing the effectiveness of your ad campaigns.
• With Google Consent Mode V2 : When the user opts out of tracking, instead of blocking Google tags entirely, they continue to work in a limited way. For example, they may collect anonymized data (without cookies) or use "pings" that do not identify the user personally. Google then uses modeling techniques to estimate conversions based on this anonymized data. So even if a user declines consent, you can still gain insights into how your campaigns are performing, while respecting the user's privacy choices.

It is important to clarify that the CoMo 2 is not a cookie banner or a widget. It's a tool that works with the consent banner you already have on your site. CoMo 2 receives your users' choices from this banner and adjusts the behavior of Google tags accordingly. It therefore does not replace the cookie banner, but works with it to respect your visitors' preferences.

Who is affected by the Google consent mode V2?

To put it simply, Google Consent Mode V2 is for any person or organization that uses Google services such as Google Analytics, Google Ads, or other Google tags on their website.

1. Website owners : If you manage a website that collects user data for analytics or advertising purposes, you must ensure that this data is collected in accordance with users' consent choices.
2. Developers and technical managers : Those who are in charge of the technical implementation of Google tags will need to integrate CoMo V2 to ensure that the website complies with regulations and that Google tags work properly based on the consents collected.
3. Marketing and advertising managers : If you're using Google Analytics (GA4), Google Ads, or other Google advertising services to target users, it's essential to have CoMo V2 in place to continue tracking conversions and optimize your campaigns while adhering to consent rules.
4. Companies operating in the European Economic Area (EEA): Due to the strict regulations of the GDPR, any company that collects data from users located in the EEA must comply with consent requirements, making the integration of CoMo V2 a must.

The main changes brought by the CoMo 2 version

The Google Consent Mode V2 brings several improvements to give users more control over their data. Among the main ones are:

1. New User Consent Settings

On the user side, CoMo V2 introduces two new key parameters, "ad_user_data" and "ad_personalization", which allow them to control how their data is used for ad personalization. This gives them the option to choose between a personalized experience or not.

ad_user_data

• Description : This setting is for consent to send Google-specific user data that is directly related to advertising.
• If accepted : This data may be used to measure the effectiveness of ads, for example, whether or not an ad has converted.
• If disapproved : Measurement and personalization of ads that require this specific data is disabled. For example, campaigns that use hashed user data for remarketing or conversion tracking won't work.

ad_personalization

• Description : This setting controls consent to enable personalized advertising. It therefore determines whether the data collected (including data from ad_user_data) can be used to personalize the ads displayed to a user.
• If accepted : Google may use the data collected to serve ads tailored to the user's individual preferences (based on the user's browsing history, past purchases, or activity on other Google services).
• If disapproved : Personalized advertising is disabled and users will see ads that are not targeted, which are not tailored specifically to their behaviors or preferences.

Learn more about how Google tags behave with consent mode.

2. Choice between basic or advanced consent mode for the manager

On the site manager side, you can now choose between two modes of consent when your users opt out of data tracking.

To give some context, before the introduction of Google Consent Mode V2, if a user opted out of data tracking, Google tags (like those used for Google Ads or GA4) couldn't collect data at all. This meant that you had no tracking on the performance of your campaigns or on the behavior of users who refused - probably a large number. Complicated to carry out your marketing campaigns and adjust them.

Fixed an issue with CoMo V2 which now offers two data management modes, for users who have refused to track:

(1) Basic Consent Mode

• Description: It is designed to ensure that the user's consent is respected before any data is collected.
• How it works : If a user opts out of data tracking, Google tags wait for the user to interact with the consent banner before loading. In other words, no data is collected until the user has given his explicit consent. This ensures "strict" compliance, depending on the user's preferences, but limits data collection.

(2) Advanced Consent Mode

• Description : It allows for more flexible data collection, even when the user opts out of tracking.
• How it works : Here, Google tags load as soon as the user accesses the site, even if they have opted out of tracking. However, instead of collecting personal data, the beacons here collect anonymized or "non-identifiable" information (such as cookieless pings). This data is used to model behaviors and conversions, which helps maintain the effectiveness of advertising campaigns despite the denial of consent.

Learn more about basic and advanced consent methods.

What are the risks if you don't implement Google Consent Mode V2?

Impact on Google services usage

1. Limited data collection : Without CoMo V2, if a user opts out of tracking via the consent banner, Google tags won't be able to collect data like cookies, advertising IDs, or other personal information. This limits the ability to track and personalize campaigns.
2. Conversion modeling : Without CoMo V2's advanced mode, Google will have to use a general model to estimate conversions, which is less accurate and specific to your business. This will give you less accurate insights from Google Ads or Google Analytics.
3. Inability to fully exploit Google tools : Finally, without the CoMo V2, you will not be able to have a refined follow-up of your advertising campaigns (e.g. advanced conversion tracking).

Legal risks related to GDPR non-compliance

"Control and sanction" is the CNIL's mission 4 and the title is rather clear.

Regardless of Google's limitations, failure to comply with GDPR obligations, including consent management, exposes your business to serious legal risks.

1. CNIL controls and audits : The CNIL can carry out checks on your site (on-site or remotely) to ensure that you comply with the rules of the GDPR. If you do not have a compliant consent management system in place, you risk an initial formal notice.
2. Financial penalties : In the event of non-compliance, the CNIL can impose fines of up to 4% of the company's annual (worldwide) turnover or €20 million.
3. Other sanctions : The CNIL can also order the suspension of the processing of certain data, require corrective measures or even make public the sanctions, which may damage the company's image.

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How to bring your Webflow website into compliance with Google Consent Mode V2?

Bringing your website into compliance with CoMo 2 is done in a few steps:

1. Choosing a certified CMP : Use a Consent Management Platform (CMP) that is compatible with Google Consent Mode V2 to collect user consents.
2. Google Consent Mode Setup : Configure Google tags on your site to react based on consent choices.
3. Verification and optimization : Test the configuration to ensure that the site behaves correctly and that data is collected according to the consent settings.

Compliance with Finsweet Cookies Consent

Finsweet Cookies Consent is a GDPR-compliant consent management solution specifically designed for Webflow websites. It was already possible to integrate a Finsweet consent cookie banner into your Webflow site before March 2024, but the solution has recently evolved to comply with CoMo 2.

Among the main advantages of the tool:

• Cookie banner with a fully customizable design
• Compatible with Google Consent Mode V2 (automatic adjustment of Google tags according to users' choice)
• Competitive Price: $10/month/year

The subscription includes much more than a cookie banner, since you will also have access to a whole library of Webflow components, pre-designed and embeddable on your site in one click.

Installing Finsweet Cookies Consent on a Webflow site

If you'd like to integrate the solution on your Webflow site, the process is straightforward and well detailed in comprehensive documentation. Here are the main steps:

1. Integrate and customize cookie banners via the Finsweet Components App

The first step is to install the Finsweet Components App on your Webflow project, enabling you to add already functional banners with a single click. Once added, you can fully customize these banners to match your website's identity.

2. HTML attributes are already present on important elements

For banners to work, HTML attributes are automatically added by the application. Just make sure you don't remove them for your banners to work.

3. Indicate the category of scripts that use cookies

To enable users to choose their preferences in terms of cookies, you will then need to indicate the category to which each of the scripts that use cookies on your website should be associated.

For example, you'll need to categorize the Google Analytics script as an Analytics cookie. Here again, you'll be guided by the detailed documentation provided by Finsweet Cookies Consent.

4. Set up the storage of your users' consents

To be fully RGPD-compliant, you'll also need to set up your users' consent storage. Finsweet Cookies Consent also has an option for this, which you can set up for free.

5. Configure your Google Tag Manager

If you use Google Tag Manager, you'll also need to configure your installation to be CoMo 2 compliant. The Finsweet Cookies Consent documentation details the process on a dedicated page.

Click here for full documentation and official Finsweet tutorial videos.

Use other Google-certified FMCG

Your site can also be brought into compliance with other certified consent management platforms (CMPs), such as Axeptio, CookieBot, or Didomi. These platforms have been validated by Google for their ability to manage consents in a compliant manner and to correctly transmit the necessary information to Google tags.

Here is the official list of Google-certified FMCG

Need support?

Implementing Google Consent Mode V2 on your Webflow site is an essential step in remaining compliant with regulations while continuing to benefit from the data you collect. Our Webflow experts will intervene in less than 48 hours to bring your site up to standard. ‍

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