Google Consent Mode V2: Navigating the Cookieless Future

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Why now isn’t the time to change agencies with the onset of Google Consent Mode V2

The digital advertising world is in the middle of a major shift, with privacy regulations tightening and cookie tracking becoming less reliable. In response to this, Google has introduced Consent Mode V2, which is designed to give users more control over their data while still enabling site owners to track and optimise their campaigns.

For many marketers, the changes associated with Consent Mode V2 and the broader move towards a cookieless future can feel like entering the unknown. There are new privacy rules to follow, new ways to track user behaviour, and new challenges in optimising campaigns.

This leads to a common pain point for many businesses: Should I switch agencies now or stick with the one I have, especially as these big changes are rolling out? The uncertainty can make the decision feel even more daunting.

In this blog post, we’ll explore why, during a time of such significant change, it’s crucial to stay with a trusted partner who understands how to navigate these challenges with expertise and confidence. Here’s why staying with the right PPC agency during this period is essential for future-proofing your campaigns…



What is Google Consent Mode V2?
Google Consent Mode V2 is an update designed to help businesses comply with global privacy regulations like GDPR and the ePrivacy Directive. 

With this update, Google Ads and other Google services can adapt to users’ consent preferences, allowing businesses to continue collecting data while respecting user privacy.

In a nutshell, Consent Mode V2 provides two key benefits:

  • Enhanced privacy: It helps businesses collect data in a way that complies with privacy laws by allowing users to control whether or not their data is used.
  • Improved tracking and optimisation: Even if a user opts out of certain types of tracking (like analytics cookies), Consent Mode V2 allows Google Ads to still collect aggregated data for ad measurement and optimisation, just in a more privacy-conscious way.

 

Entering the Unknown
For many businesses, changes like Consent Mode V2 introduce a lot of unknowns. You’re suddenly faced with:

  • Uncertainty about how to track data effectively without traditional cookies.
  • The potential for disruption to your campaigns as you adapt to these new tracking methods.
  • Concerns over how to stay compliant with privacy regulations while still achieving effective advertising results.

These changes can feel overwhelming, especially for businesses that have relied heavily on cookies for tracking user behaviour, conversions and campaign performance. The idea of navigating these changes can raise doubts and fears, particularly about whether your current PPC agency can adjust to the new landscape.

 

Why Now is Not the Time to Change Agencies
The uncertainty around these updates might make you consider switching agencies in search of a fresh start. However, this could be the wrong move, especially when navigating a period of such significant change. Here are several reasons why sticking with your current PPC agency could be your best bet:

  1. Your current agency knows your business
    Keep in mind that your current agency understands your business, your goals, and your unique challenges. They’ve spent time developing and optimising your campaigns, learning what works, and what doesn’t. Changing agencies means starting from scratch, which can delay your ability to adjust to the new privacy changes.

Instead, your current agency can use its existing knowledge of your business to guide you through the transition and make adjustments as necessary to preserve your campaign performance.

 

  1. Expertise in adapting to changes
    The transition to a cookieless world requires specialised knowledge about Google Consent Mode V2 and other privacy regulations. An experienced PPC agency will have the tools, expertise, and experience (as we do) to help you stay compliant and make the most of the new system. If your current agency is already on top of these updates (as we are), it’s not the time to switch horses.

    Switching to a new agency means finding someone who may not be as familiar with your campaigns or the new rules, which could lead to mistakes or missed opportunities during an already uncertain time.

  2. A new agency may not have the time to adjust
    Implementing new tracking and conversion measurement systems can take time and experimentation. A new agency won’t have the historical data and context to adapt quickly. They may not be able to adjust your campaigns as effectively and could take longer to implement the changes necessary to maintain performance in the cookieless world.

Your current agency, on the other hand, is already familiar with your tracking setup, goals, and current performance, allowing them to implement changes efficiently without sacrificing performance.

  1. Ongoing relationship and trust matter
    Trust and communication are crucial in any business relationship. You’ve built a relationship with your current agency, which is invaluable when dealing with major updates and changes like those that come with Consent Mode V2.

When transitioning to a new agency, you risk losing that trust and the ability to work together smoothly. You also risk disruption to the service you’re receiving. In times of uncertainty, continuity with the right partner can be a major asset.

How we help our clients navigate the cookieless future
At Pixal, we have lots of experience supporting clients in adapting their campaigns to the new realities of tracking in a cookieless world. Here’s how we can help:

1. Transition to privacy-first advertising
We guide you through Google Consent Mode V2 and other privacy-first measures, ensuring that you can continue to collect valuable insights while complying with privacy regulations. This means adapting tracking, optimising for conversions, and ensuring you’re not missing out on potential customers due to privacy changes.

2. Adjust and optimise campaigns effectively
By leveraging first-party data, custom audiences, and advanced targeting strategies, we’ll help you maintain the performance of your campaigns even as tracking options evolve. We’ll make data-driven adjustments to ensure you’re targeting the right people, even without cookies.

3. Stay ahead of the competition
With privacy changes happening across the advertising landscape, staying up-to-date with industry best practices is key. Our experts stay ahead of trends, ensuring that your Google Ads campaigns are always optimised for the new normal. We’ll work to ensure your brand isn’t left behind while your competitors adapt to the changes.

4. Minimise risk
The last thing you want in times of uncertainty is to add more risk by switching agencies. By sticking with an agency that already understands your needs and is experienced in adapting to these changes, we can minimise any potential disruptions to your campaigns and ensure business continuity.

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