Why Every Website Owner Should Implement Google Consent Mode as Soon as Possible

There are several reasons why it is crucial for website owners to implement Google Consent Mode as soon as possible:

• Legal compliance: In many countries, including Poland, website owners are legally required to obtain consent from users before collecting and processing their data. If a website owner does not use Google Consent Mode to acquire user consent, they may violate these regulations and face legal liability.
• Advertising concerns: The absence of Google Consent Mode may result in ads being disabled or restricted for accounts linked to the website. Not being able to run advertising campaigns that direct users to the site can lead to significant losses in lead generation or sales. Google already formally requires this, so it’s only a matter of time before enforcement becomes stricter.
• User experience: Not using Google Consent Mode to acquire consent may negatively impact the user experience. Users who do not consent to the use of their data may see ads that are not relevant to their interests or personalized to their preferences. This could lead to users leaving the site and even sharing negative feedback about their experience, for example, on social media.
• User trust: By implementing Google Consent Mode, website owners can demonstrate their commitment to privacy and show users that their rights are respected. This can help build trust among users and lead to higher levels of engagement and loyalty.
  
  

GDPR, Cookies, Google Consent Mode – What’s It All About?

GDPR
It all started with the European Union, which introduced the General Data Protection Regulation (GDPR) in 2018. As a result, companies began implementing a series of changes aimed at protecting user privacy, which also impacted website owners managing cookies.

Cookies
Cookies are small amounts of data stored on a user’s device when they visit a website. They are often used to remember information such as user preferences or activity history on the site to provide a more personalized and convenient browsing experience.

However, many users are concerned about privacy and the use of tracking cookies, which may not be fully transparent. Therefore, many countries have regulations requiring websites to obtain user consent before storing cookies on their devices. In Europe, this is governed by GDPR, known in Poland as RODO (General Data Protection Regulation).

Consent Mode
Consent mode is the process by which a website obtains consent from visitors to store cookies on the device they are currently using. This is usually done through a banner or pop-up that appears when a visitor first enters the site. The banner or pop-up typically explains what cookies are, how they will be used, and gives users the option to set their individual preferences.

In recent years, many tools have been developed to manage consent banners and pop-ups. You can read more about this in an article by our analyst Katarzyna Góraj, who specializes in cookie consent management: Cookie Consent Management – How to Do It Right.

Is It Worth Implementing Google Consent Mode on Your Own?

Implementing Google Consent Mode on your own may seem like a cheaper option, at least initially. However, it is not an easy task, and considering the consequences of a lack or malfunctioning consent mode (legal issues, advertising potential, loss of customer trust, or data accuracy), it’s worth entrusting the implementation to specialists.
Here’s why:

• Experience: Agencies that specialize in implementing Google Consent Mode have a deep understanding of how the consent mode works and how to configure it effectively. This helps ensure that the implementation is successful and that user consent is obtained in a way that complies with data protection regulations.
• Time and resources: Implementing Google Consent Mode can be time-consuming and resource-intensive, especially for websites that use multiple APIs and Google services. By hiring an agency, website owners can save time and resources to focus on other aspects of their business.
• Professional support: Agencies experienced in implementing Google Consent Mode can provide professional support and guidance throughout the process. This is especially valuable for website owners who are new to the online world or who have questions and need expert assistance.
• Tailored approach: Agencies can work with website owners to customize the Google Consent Mode implementation to meet their specific needs and goals. This ensures the feature is used most effectively for the website and its audience.
• Ongoing support: Agencies can also provide ongoing support for Google Consent Mode to ensure the feature continues to work effectively and that user consents are consistently obtained. This helps minimize the risk of technical or compliance issues.
  
  

Key Takeaways

• Google Consent Mode was first launched in September 2020 to help website owners manage consent-related challenges (GDPR, CCPA).
• The tool allows customization of how tags (scripts that send data from the site) operate based on the consents provided by users.
• Implementing Google Consent Mode is a legal requirement.
• Google already formally requires this implementation – it’s only a matter of time before it is enforced on a larger scale.
• The absence of Google Consent Mode can lead to serious consequences, not only legal but also related to advertising (your ads may not be displayed if they direct traffic to a site without consent mode!).