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.
- Upgrade to Consent Mode V2
- Implement a Google-certified consent management platform (CMP) like CookieYes to obtain user consent.
- If you already use a CMP, ensure that it’s a certified Google CMP partner.
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).