Adapting to Google's Consent Mode V2

In the fast-paced world of digital marketing, change is the only constant. As of 21 July 2025, Google is now enforcing new regulations that dramatically alter how we collect and utilise data from users. This is a significant shift that will redefine our collective approach to user consent and privacy.

Navigating the change

Google is now mandating stricter requirements for data collection, focusing on robust user consent through its Consent Mode V2. Websites that fail to comply with these new systems risk losing access to critical user interaction data, which is vital for understanding customer behaviour and optimising marketing strategies.

The introduction of Consent Mode V2 signals a shift towards prioritising user privacy. This framework modifies how essential Google tools like Analytics and Ads work based on user consent preferences. By staying compliant with regulations such as GDPR and the EU’s Digital Markets Act, we not only respect user privacy but also make the most of the data people choose to share.

Key considerations for compliance

Understanding how users engage with your website is not just a means to track metrics but a way to enhance user experience and make informed decisions. Without proper consent setup, you risk experiencing sudden drops in reported website activity, not due to a change in user behaviour, but because your data collection policy no longer aligns with legal standards.

Preparing for this change doesn't mean starting from scratch. There are several crucial steps to ensure compliance:

Cookie consent banners

Your cookie-consent tool needs to offer clear, affirmative choices for your website visitors. Ambiguously worded options or pre-ticked boxes fail to meet legal standards.

Google Tag Manager signals

Make sure consent signals are passed to Google Tag Manager (GTM) before trackers are activated. If you’re not yet operating with GTM, now is the perfect time to use tag management tools.

Conditional rules for tag firing

Ensure that Analytics and Ads tags only trigger upon receiving user consent.

Certified Consent Management Platforms (CMPs)

Utilising a Google-certified CMP can streamline compliance processes and mitigate the risks associated with data loss.

Understanding how users engage with your website is not just a means to track metrics but a way to enhance user experience and make informed decisions. Without proper consent setup, you risk experiencing sudden drops in reported website activity, not due to a change in user behavior, but because your data collection policy no longer aligns with legal standards.

Embracing the opportunity

By prioritising user consent, we foster trust with our audience, which is invaluable in today’s digital landscape. This trust leads to richer, more meaningful interactions and better-quality data for those who consent to share their information.

Our team has successfully helped businesses transition to compliant systems seamlessly. By adopting these changes, we enhance our client's marketing strategies, ensuring data-driven decisions remain a cornerstone of their success.

Looking forward

As we gear up for these impending changes, it's imperative for every marketer and business owner to act now. Assess your current data collection setup, familiarise yourself with Consent Mode V2, and implement the necessary updates to secure your data pipeline against interruptions.

Are you ready for this transition? If you're uncertain about your compliance or need assistance with implementation, do not hesitate to reach out. We’ll make sure your marketing efforts remain robust and data-driven, paving the way for future success in an increasingly privacy-focused digital world.