Web Design & Development Company Glasgow

Google Consent Mode V2 and SEO for the EEA

Google Consent Mode version 2 represents an evolution in how website owners can manage and respect user consent for cookies and data collection, aligning with increasingly stringent privacy regulations globally. It builds upon the foundation laid by the original Consent Mode, offering enhanced flexibility and control for both site owners and users.

Given the ever-evolving nature of privacy laws and regulations, Consent Mode version 2 is built to be flexible, allowing for quick adjustments to comply with new legal requirements and guidelines.

Visitor & Customer Consent to tracking, remarketing, and direct marketing.

In the past, websites commonly operated under the assumption that visitor consent for tracking and data collection could be implicitly obtained through a general "by continuing to use this site" notice. This approach treated all users uniformly, assuming a blanket consent based merely on their continued navigation of the website. However, recent legislative changes within the European Economic Area (EEA) and California Consumer Privacy Act (CCPA) and its successor, the California Privacy Rights Act (CPRA)  have significantly shifted the landscape, demanding a more explicit and informed consent mechanism. These jurisdictions now mandate that website visitors must actively grant permission for their data to be tracked, moving away from the assumption of consent and towards a model of explicit user agreement. This paradigm shift underscores a growing emphasis on privacy and user autonomy in the digital realm, requiring websites to adopt more transparent, user-centric consent practices. By necessitating that consent be explicitly given, these regulations aim to foster a more secure and trust-based interaction between websites and their users, ensuring that privacy rights are respected and upheld.

These laws emphasize the importance of clear and affirmative consent, requiring that users be given detailed information about the data being collected and its purpose, and the opportunity to opt in or out.

Obtain user consent on your website to allow visitor tracking

When a user visits your website, you need to ask them for consent so that the Google tag can write and read cookies. To simplify the process of setting up a consent banner, Google partners with consent management platforms. We can also build a consent banner, if your organization requires it.

Development Overview: Consent parameters for tracking

Consent Type Description
ad_storage Enables storage (such as cookies) related to advertising.
ad_user_data Sets consent for sending user data related to advertising to Google.
ad_personalization Sets consent for personalized advertising.
analytics_storage Enables storage (such as cookies) related to analytics e.g. visit duration.

In addition to the consent mode parameters, there are the following privacy parameters:

Storage Type Description
functionality_storage Enables storage that supports the functionality of the website or app e.g. language settings.
personalization_storage Enables storage related to personalization e.g. video recommendations
security_storage Enables storage related to security such as authentication functionality, fraud prevention, and other user protection.


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