Google Analytics 4 has a new consent settings section that is now available to all users worldwide.
The platform added this feature in preparation for the implementation of Google’s EU User Consent Policy (EU UCP), which will require advertisers to send it verifiable signals of consent if they want to serve personalized ads in the UK and the European Economic Area (EEA).
Google warned that failure to comply with this policy could negatively impact ad campaign performance, affecting both reach and return on investment.
Why we care The new Consent Mode Configuration section will make it easier and faster for users to confirm that their v2 Consent Mode is correctly passing consent signals to their web flows.
What Google says. A Google spokesperson told Search Engine Land:
“This new page is intended to make it easier for Google Analytics advertisers to understand how to configure consent mode and whether Google Analytics has recently received consent signals with their analytics data.” “It also provides links to our most useful guides and the CMP partner page, if they are interested in using a CMP to set them up.”
Who is affected by the EU UCP? Google’s EU user consent policy only applies to end users located in the EEA or the United Kingdom.
AEE explained. The EEA consists of Austria, Belgium, Bulgaria, Croatia, Republic of Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta , Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, Spain and Sweden.
why now With regulatory changes and events like third-party cookie opt-out planned for later this year, advertisers need to implement solutions like consent mode to ensure their audience measurement solutions like GA4 continue to work properly effective without interruptions.
What is a certified CMP? A Google Certified CMP is a platform approved by Google to help businesses manage user consent for online advertising and data collection, in accordance with the Transparency and Consent Framework (TCF) v2 of the IAB. Check if your CMP is certified by checking Google’s full list of certified CMPs here.
Get your consent in order. Consent Mode, a GA4 tool, allows businesses to honor users’ consent preferences from cookie banners or widgets. This allows Google Analytics to adjust its behavior dynamically. For example, if users refuse consent, consent mode helps clarify uncertainties in the consumer journey by providing an overview of performance.
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deep dive Read Google’s guidelines way of consent for more information.
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