Consent Mode v2 could be the key to ensuring you keep your conversion rates high and reach the desired audience like before.

How much of your traffic has become invisible to traditional tracking methods? If you happen to be one of the 70% of people who disallow tracking cookies while visiting websites, it’s why your conversion rates are lower than before. Don’t fret, the majority of online users now disallow cookies, which means your marketing team needs a different tool and approach to ensure campaigns remain optimized.

Google ads conversion tracking requires Consent Mode V2

When users deny cookies, your conversion data takes a hit. Tracking cookies have become optional, which means you no longer have as much control over Cookie Script, making it much harder to reach your audience. Currently, only 31% of users accept tracking cookies, reducing your traffic by two-thirds. Learn how to implement Advanced Consent Mode and server-side tagging so GA4 and Google Ads keep optimizing properly without breaking lead attribution compliance.

The right consent mode matters

There are two consent modes, and most advertisers use Basic Mode and not the Advanced Mode. Basic Mode might be simpler, because it blocks all cookie signals, unless the user allows cookies, but Advanced mode can help with enhanced conversions and lead attribution.

Advanced Model loads Google tags and sends “cookieless pings,” which include location, pages visited, and conversion events, but no individual information. This allows improved conversion modeling and advertisers to get a much clearer picture of user behavior without any individual data.

The use of Advanced Mode has proven effective, as many advertisers have seen a 15-25% uptick in reported conversions from this modeling. You should be using Advanced Mode for the cookie tracking setting, unless your company has specific reasons not to.

Enhanced conversions make Consent Mode V2 work for you

Enhanced conversions might be the most important item you can implement into your data collection process. This feature sends hashed first-party data to Google Ads, which helps Google match conversions to users, even if they have cookies blocked or deleted. Because Safari and Firefox limit cookie lifespans, your reports might not reflect a user’s journey from advertising to converting, but using Enhanced Conversions can fix this problem.

Adding Enhanced Conversions to the mix has proven to offer a 5-25% conversion increase after implementation. That makes it more than worth it.

Should you add server-side tagging?

Server-side tagging is complex and can take some time to set up, but once it’s working for you, your data could be as much as 30% more accurate than before. This feature moves data collection from browsers to your server, which bypasses ad blockers. This means ad blockers can’t interfere with your data, resulting in faster page loads because the process happens on the server-side, not on the browser.

Setting up server-side tagging requires a Google Cloud Platform account, a server container in Google Tag Manager, a custom subdomain, and proper tag configuration, but it can be worth the addition to your data packaging.

Conversion modeling is a wonderful feature of Consent Mode V2

Much of online marketing is predictive analysis, and conversion modeling is Google’s AI predictor. This feature takes the patterns of the 31% of users who accept tracking cookies and estimates what the other 69% likely did as well. In order for this to work, you must use Advanced Consent Mode and have at least 700 ad clicks over a 7-day period. When implemented, Google shows modeling uplift after four weeks from when it begins, which typically translates to an uptick of 10-30% in conversion modeling.

Things to avoid when implementing Consent Mode V2

As a bit of a summary, and what not to do, here are a few things that you want to avoid when using this system. Consent Mode V2 is made for advertisers and helps provide you with much more accurate data than without implementing the features that make it a valuable tool.

• Don’t set the default consent mode to granted. It should always be set to denied.
• Consent Mode fires on every page; don’t implement it only on your conversion pages.
• Ensure you choose Advanced Mode, it might take longer to set up, but it’s worth the additional data.
• Enhanced Conversions is low-hanging fruit; make sure you use it.
• Server-side tagging should be implemented, if not now, soon. Safari and Firefox already block third-party cookies, and server-side tagging allows you to continue to run the setup you have.

Your Google Ads attributions are necessary for your advertising to work. Implement these aspects of Consent Mode V2 and help keep them going.