The myth: You should use Google Consent Mode v2 worldwide, even in the United States.

The truth is, you don't need it in the US.

This article will dive deep into why you make a mistake by implementing the Google privacy-friendly feature outside of the EEA and the UK, where no strict data protection laws are present.

What is Google Consent Mode v2?

Google designed Google Consent Mode v2 as an updated framework to assist website owners in adhering to privacy regulations and obtaining valuable insights from their website analytics. It allows websites to modify how they use Google tags based on their users' consent status.

The caveat is that, before Google Consent Mode v2, online tracking with Google products was impossible without collecting large amounts of user personal data. That has changed. Google's new feature allows advertisers to track conversions without processing the personal data that was once necessary.

Here's how it works in practice:

1. A user visits a website and is shown a consent banner.
2. The user consents to analytics cookies but not to ad storage cookies.
3. The CMP communicates this to Google Consent Mode.
4. Google Analytics tags use cookies to collect detailed website usage data.
5. Google Ads tags avoid using cookies for personalized ads but may still count ad impressions or clicks in a non-personalized manner.
6. If the user later changes their consent preferences, the tags update their behavior dynamically.

How Google Consent Mode v2 Ensures Data Protection Compliance in the European Economic Area

If there were no data protection laws, most notably the GDPR (applicable in the EU and the EEA), it is highly unlikely that Google would have made any changes in their data collection practices.

However, the pressure to make products comply with the EU GDPR, the UK DPA, and other data protection laws led to the update to Google Consent Mode v2.

The GDPR, in general, bans data processing without a legal basis. This means that in the world of online advertising, you must not process personal data for advertising without user consent. That's where Google products became a tool for non-compliance; they were impossible to use without data collection.

The new update, in essence, allows for GDPR compliance while tracking users online. It offers the advantages of both approaches.

Is Google Consent Mode v2 required outside of the EU?

It depends on where your website's visitors are coming from. If they come from the US, you can process their data without asking for consent. For Brazilians and Dubai residents, consent is required in both places, making this Google feature useful.

You need to make decisions on a case-by-case basis. If the law requires consent for data processing via cookies, the answer is positive.

How Google Consent Mode Helps with Compliance in the United States

The US has a stance on data privacy that differs from the one in the EU.

While processing without a legal basis (usually consent) is banned in the EU, it is allowed in the US unless the user explicitly opts out of the processing. Their state must have a data privacy law in place. The law should only be applicable to the company handling the data.

This means that, as a US business dealing with US users, you can collect their data right from the moment they arrive on the website.

There is no need to ask for consent. There is no need to implement a cookie banner to ask them if you can process their data. There is no law that requires you to do so.

Many website owners have implemented the Google Consent Mode without properly adjusting the geotagging. As a result, they lose data and insights, which they have the full legal right to collect and process.

How Secure Privacy Can Help You Don't Waste Any Insights

Businesses can navigate and comply with the complex landscape of data privacy laws worldwide with the robust Secure Privacy CMP (Consent Management Platform). We currently support over 50 data protection laws.

Given the varying regulations across different states, Secure Privacy CMP offers a tailored approach to ensure businesses remain compliant while maintaining the ability to collect and process valuable user data.

One of the key features of Secure Privacy CMP is its advanced geotagging capability, which detects the geographical location of each user as they visit the website. This functionality enables the platform to serve the appropriate cookie banner, tailored to the specific data privacy laws applicable to the user's location. For instance, users from states with stringent data privacy laws like California (under CCPA) will receive a consent banner that allows them to opt out of data collection, ensuring compliance with state regulations. Conversely, we will not unnecessarily burden users from states without such regulations with consent requests, ensuring seamless data collection.

Secure Privacy CMP simplifies the compliance process by automatically adjusting to each state's legal requirements. This dynamic adaptation helps businesses avoid the risk of non-compliance and potential fines associated with data privacy breaches. By leveraging Secure Privacy CMP, businesses can ensure that they respect user privacy preferences while optimizing their data collection strategies.

We constantly research data privacy laws around the world and adjust cookie banners accordingly. You don't need to do the research yourself; it is all done for you. You just need to configure the banner.

Additionally, our CMP provides detailed reporting and audit trails, allowing you to demonstrate your compliance efforts and respond effectively to any regulatory inquiries. The user-friendly interface and comprehensive support further streamline the implementation and management of privacy compliance, making it an essential tool for any business operating in the US or worldwide.