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Are you ready for Google consent mode?

Google recently introduced a new feature called consent mode, designed to enhance user privacy and improve the way online consent is managed. In light of this, it is crucial to be proactive in addressing these changes and ensuring compliance by the beginning of March 2024.

This applies to all industries across the EU/EEA, so if you are running any ads on Google targeting this region of the world, you need to take action.

What is Google consent mode?

Google consent mode is a feature that allows websites to adjust the behaviour of Google tags based on the consent status of users. This includes tags such as Google Analytics and Google Ads, which play a pivotal role in digital marketing.

Why is it important?

Adhering to privacy regulations and obtaining user consent is more critical than ever. Google consent mode helps you stay compliant by adapting to the user’s consent preferences and ensuring a more personalised and privacy-friendly online experience.

Action required

You should promptly review the current implementation of your Google tags to ensure compatibility with Google consent mode. This will help maintain the integrity of your marketing efforts and uphold privacy standards for your users.

Legal considerations

Even if you work with a digital marketing agency such as Webcertain, the responsibility for ensuring your compliance rests on you. Your partner agency is not responsible for the legal implications of your non-compliance or for the execution of these changes.


From a PPC perspective, you could lose around 30% in monthly conversions if consent mode is not applied, according to Google estimates.

Financially, it is important to remember that penalties for non-compliance with data protection and privacy regulations can vary based on the specific laws in each country or region.

For example, if you operate within the European Union, the General Data Protection Regulation (GDPR) fines for GDPR violations can be substantial, reaching up to 4% of your global annual turnover for the previous financial year, or €20 million, whichever is higher.

Final advice

Google has a list of approved Consent Management Platform (CMP) partners who can help manage integration and ensure compliance. We would recommend engaging with an approved partner to support any changes.

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Feras Qasas Martin

Performance Growth Manager at Webcertain
Feras is a Performance Growth Manager at Webcertain. He has over 15 years of experience in marketing and technology. He has worked for telecoms and marketing companies including Vodafone, Telefonica (O2) and Croud, as well as charities such as Save the Children and Plan International. He has worked as a Sales Manager, QA Engineer, PPC Manager and Business Strategy Analyst. Originally from Spain, Feras now lives in Wales.

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