Google Behoudt Recht om Accounts op te Schorten: Aangaande Consent Mode V2 & Gebruikers Toestemming

Google neemt geen halve maatregelen. Ginny Marvin, Google Ads Product verantwoordelijke, gaf via een Linkedin Q&A duidelijk aan dat als het gebruikers toestemming beleid niet juist, volledig of correct is geimplementeerd, Google het recht behoudt om accounts te blokkeren. Zie de zesde vraag in de Q&A.

Er zit wel degelijk een verschil tussen Consent Mode V2 implementatie en het op orde hebben van de User Consent Policies. Daar komen we straks op terug, aan het einde van het artikel.

Ginny Marvin haar Q&A:

Q. Is there a specific deadline in March to implement consent mode v2? 
A. I don’t have a specific date to share but strengthened enforcement will begin in March. Customers should take action by then.

Q. Does this change impact UK traffic as well?
A. For those with traffic in the UK, the EU user consent policy applies to advertisers with end users in the EEA and the UK. So, UK organizations advertising in the EEA should also adopt these updates for consent mode v2.

Q. Will I lose conversion measurement in addition to remarketing capabilities without consent mode v2 implemented?
A.  If you have consent mode implemented but don’t update to v2 by March, you won’t have the option to remarket/personalize ads to these audiences in the future. To retain measurement for these audiences, you should implement consent mode by the end of 2024.

Q. What impact on ad performance could I expect to see if we don’t implement consent mode v2 by March? 
A. It’ll depend on a number of factors, but customers who don’t implement consent mode v2 by March will lose ad personalization and retargeting capabilities for their EEA visitors. And, customers who fail to comply with the EU user consent policy, risk having their accounts limited or suspended and/or their agreement terminated.

Q. Should I implement consent mode v2 even if I don’t meet the current data thresholds for conversion modeling?
A. Consent mode enables your users’ consent choices to be passed to Google. Businesses of any size who want to use ad personalization for and gain insights from traffic in the EEA should implement consent mode v2 by March.

Q. Will I lose features in Google Ads or GA4 if I don’t implement consent mode v2?
A. You won’t lose access to features, per se, but you will lose ad personalization & remarketing capabilities for your EEA traffic without consent mode v2 implemented. And, failure to comply with the EU user consent policy may result in your account being limited or suspended your use of Google Ads or GA4 and/or terminate your agreement.

Q. Should I implement enhanced conversions in both Google Ads and GA4?
A. If you’re using Google Ads conversion actions, you should use Google ads enhanced conversions.

If you’re using GA4 for cross-channel conversion measurement, then you should use Google Analytics enhanced conversions.

If you’re doing both, you can opt to set them both up in the same property. Be aware of which one you are bidding to and including in the Conversion counts to avoid double counting. Your Google Ads conversion tracking setup should only include the appropriate conversions in the Conversions column.

Verschil Consent Mode V2 & Gebruikers Toestemming

Er zit wel degelijk een verschil in beide. Zoals ook omschreven is in de vragen/antwoorden hierboven.

Consent Mode V2 is een optimalisatie binnen het hele Toestemmingsgebeuren. Het geeft verfijnder aan of mensen willen dat hun data gebruikt wordt voor Advertentie en/of Personalisatie mogelijkheden. Je hoeft Consent Mode V2 niet te implementeren, zoals ook Google aangeeft, maar het zal wel degelijk impact hebben op resultaten van Google Ads en GA4.