Consent Mode V2 is the new requirement for Google Ads users

If you’re running ads through Google Ads, you have until March 2024 to implement Consent Mode V2. Besides being a requirement, it’s also a huge advantage for you if you have ads running on Google.

By Hanne Larsen,

February 15, 2024

What happens to your Google Ads account, if you don't implement Consent Mode V2 before March 2024?

The PPC expert, Thomas Eccel, has boiled it down to 6 simple points, which we have outlined for you below.

1. Remarketing audiences stop being filled

That doesn’t mean all remarketing campaigns suddenly stop in March 2024, but the audience list stops being populated and consequently shrinks until it’s no longer eligible to run due to its size.

2. Feed-based dynamic remarketing will no longer be possible

This feature is essential if you’re running Shopping campaigns and want to retarget users based on the shopping products they’ve viewed.

3. New Customer Acquisition Bidding will no longer function when your remarketing list falls below 1,000 active members or ceases to run

As a result, you won’t be able to bid higher effectively to acquire new customers for your business.

4. Lookalike audiences for Demand Generation can no longer be created

Without Consent Mode V2, the new Demand Gen campaign won’t be able to run since Lookalike audiences are the core of this campaign type.

5. Customizing audiences based on, for example, "recent users 30 days" will not be possible

Valuable audience insight data is lost, and retargeting, including recent active customers, will not be possible. This is a significant loss for many businesses where potential customers need to browse the product a few times before clicking the order button.

6. If you upgrade to Consent Mode v2, you can even take advantage of conversion modeling

Conversion modeling is designed to try to fill the gap between actual and observable conversions.

In summary, you won’t be able to use all the features (retargeting ads, personalized ads, audience creation, advanced conversion tracking, etc.) in Google Ads and Google Analytics if you don’t implement Consent Mode V2.

Several benefits of Consent Mode V2

The benefits of Consent Mode V2 are numerous. Implementing Consent Mode V2 will improve: Shopping Dynamic Remarketing, Conversion Modeling, Lookalike Audiences, Cross-Device Tracking, Audience Customization, New Customer Acquisition, Customer Match, Audience Insights.

Read more about what Consent Mode V2 is here.

The model is inspired by Thomas Eccel.

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Would you like to hear more?

Would you like to learn more about Consent Mode V2 and how we can implement it for your business? Contact us as soon as possible so we can set it up before March 2024.

Hanne Larsen

Senior Digital Marketing Consultant

hanne@iternumdigital.com

+4532121100

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