Google Analytics 4 adds new consent mode setting section


Google Analytics 4 has a new consent setting section that is now available to all users globally.

The platform added this feature in preparation for the enforcement of Google’s EU User Consent Policy (EU UCP), which will require advertisers to send it verifiable consent signals if they want to serve personalized ads in the UK and European Economic Area (EEA).

Google cautioned that neglecting to adhere to this policy could adversely affect ad campaign performance, impacting both reach and return on investment

Why we care. The new consent mode setting section will make it easier and quicker for users to confirm that their consent mode v2 is properly passing consent signals to their web streams.

What Google is saying. A Google spokesperson told Search Engine Land:

  • “This new page aims to make it easier for Google Analytics advertisers to understand how to set up consent mode and whether or not Google Analytics has recently received consent signals with their analytics data.”
  • “It also provides links to our most helpful guides and CMP partner page, if they are interested in using a CMP to get them setup.”

Who’s affected by EU UCP? Google’s EU User Consent Policy applies only to end users located in the EEA or the UK.

EEA explained. The EEA is made up of Austria, Belgium, Bulgaria, Croatia, Republic of Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, Spain and Sweden.

Why now? With regulatory changes and events like third-party cookie deprecation planned for later this year, advertisers need to implement solutions like consent mode to ensure their audience and measurement solutions like GA4 continue to work effectively without disruption.

What is a certified CMP? A Google-certified CMP is a platform approved by Google to assist businesses in managing user consent for online advertising and data collection, adhering to the IAB’s Transparency and Consent Framework (TCF) v2. Check if your CMP is certified by viewing Google’s full list of certified CMPs here.

Get your consent in order. Consent Mode, a tool in GA4, enables businesses to honor users’ consent preferences from cookie banners or widgets. This allows Google Analytics to dynamically adjust its behavior. For instance, if users decline consent, Consent Mode helps clear up uncertainties in the consumer journey, providing a full performance overview.

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Deep dive. Read Google’s guidelines on consent mode for more information.


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