Is Google Consent Mode mandatory in 2024?

Yes, Google Consent Mode is mandatory in 2024. Google announced that implementing Google Consent Mode v2 is mandatory by March 2024 to continue using ad personalization features. After March 2024, no data about new EEA users will be captured by Google’s advertising platforms like Google Ads and Google Analytics (GA4) without implementing Consent Mode V2.

Action required: By March 2024

The update comes as a response to the Digital Markets Act (DMA) that mandates explicit consent for the collection and use of personal data in the European Economic Area (EEA).