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Google Analytics 4 introduces a new consent mode settings section available to all users worldwide.
This feature was added to prepare to enforce the Google Policy on obtaining user consent in the European Union (EU UCP). According to this policy, advertisers must send consent signals to display personalized ads in the United Kingdom and the European Economic Area (EEA).
Google warns that ignoring this policy may adversely affect the effectiveness of advertising campaigns, impacting both reach and return on investment.
Why is this important?
The new consent mode settings section will streamline and expedite for users to verify that their consent mode v2 properly sends consent signals to their web streams.
EEA
EEA stands for the European Economic Area and includes countries such as Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, and Sweden.
Why now?
As regulatory changes and events like the end of support for third-party cookie files are planned for later this year, marketers need to implement solutions like consent mode to ensure that their audiences and measurement solutions like GA4 continue operating effectively without disruptions.
What is a certified CMP?
A CMP, or certified consent management platform, approved by Google, is a platform that assists companies in managing user consent for online advertising and data collection by the Transparency and Consent Framework (TCF) v2 standard from IAB. You can view the full list of Google-certified CMPs here.
Get your consent in order
Consent Mode, a tool in GA4, allows companies to consider user consent settings from banners or cookie widgets. This enables Google Analytics to dynamically adjust its behavior. For example, if users decline consent, consent mode helps address uncertainties on the consumer journey by providing a comprehensive performance overview.
For more information, check out Google’s support resources on Consent Mode.
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