Set Up Google Consent Mode v2 for Swiss WordPress Pages

Over the past year, we received various customer inquiries about setting up Google Consent Mode V2 on WordPress pages. Google is strongly pushing for implementation – it’s becoming increasingly essential for all those using Google Ads.

What is Google Consent Mode?

Google Consent Mode is a technical interface from Google that allows websites to control, standardize, and validate data transmission to Google services based on visitor consent. This solution helps companies work in compliance with data protection by ensuring that no personal data is sent to Google Analytics or Google Ads without explicit permission.

• Without Consent Mode: If a user accepts only “necessary cookies” in a solution not compliant with Google Consent Mode, Google tags can still collect data – which violates data protection laws and the interests of the visitor.
• With Consent Mode: Google tags are automatically throttled until the user gives consent. This keeps everything legal. The statistical gap is extrapolated with empirical values from Google.

The Consent Mode ensures that Google services collect data on your website only with the user’s permission.

Who Needs to Set Up Consent Mode v2 From a Legal Perspective?

Basically, it affects everyone who uses Google services and has visitors from the EU or the EEA. But it’s also becoming increasingly relevant for Swiss companies, especially if they operate internationally or process data in the EU. With the new Data Protection Act (DPA) in Switzerland, it has also become more important for us to rely on such solutions.

From my experience, Consent Mode mainly concerns those who:

• Use Google services on their website, especially if they still use Google Ads
• Want to operate their website in compliance with GDPR
• Do business in the EU area

Do I Effectively Need Google Consent Mode v2 in Switzerland?

In discussions with our customers on this topic, I’m often asked if we really need this. My answer is: Yes, and for good reason. Even if we’re not directly subject to the GDPR and wouldn’t be legally obligated, I see two main reasons for implementing Google Consent Mode v2:

• Google Requirements: Since March 2024, Consent Mode has become mandatory for all users of Google services in the EEA (European Economic Area) – but Swiss companies with EU customers or Google services are also affected. Especially in combination with Google Ads, activation is being increasingly demanded by Google, i.e., it’s becoming a forced consumption! Otherwise, for example, conversion tracking will no longer function correctly.
• Elimination of the Statistical Gap: By using Google Consent Mode, Google determines the statistical gap in Google Analytics (users who prohibit usage) and can extrapolate the missing data with algorithms. Thus, we receive more truthful Google Analytics data compared to non-Google-compliant solutions.

Where can I see if Google Consent Mode v2 is set up or not?

Before installing Google Consent Mode, I wondered where one could actually see if the Consent Mode was already active. After some research, I found out that the easiest way is to check the status in the consent settings of Google Analytics.

The best way to proceed is as follows:

1. Open Google Analytics with the corresponding report
2. Select “Data Collection and Modification” in the left column
3. Select “Consent Settings”
4. See screenshot. You will be prompted by Google to set it up. This shows that Google Consent Mode is not active.

What is a Consent Management Platform?

A Consent Management Platform (CMP) is, in very simple terms, the pop-up window you see on websites that asks if you want to share cookies or data. It allows you to choose which types of data (e.g., for advertising, analytics, external tools) the website is allowed to collect. This helps websites comply with data protection laws and gives you control over your privacy. In the past, these solutions were also colloquially called “cookie banners”.

You can find a complete list of CMPs already certified by Google here:

Certified Consent Management Platforms

Free Consent Management Platforms including Google Consent Mode v2

The above list is quite extensive. For our SME WordPress clients, I looked for solutions that ideally don’t incur ongoing costs. I don’t want to have to subscribe to every functionality on the website. Many of these solutions offer a free basic plan, but for most, the Google Consent Mode function is chargeable.

The following Google-certified CMPs offer free plans and support Google Consent Mode v2 (even in the free plan):

1. Cookiebot (Usercentrics):
   The free plan supports Google Consent Mode v2, but is limited to one domain and up to 50 subpages.
   Website
2. CookieYes:
   Offers a free plan with Consent Mode v2 support for small websites (up to 1 domain and 15,000 monthly page views).
   Website
3. Quantcast Choice:
   Completely free, supports Consent Mode v2 and is unlimited (ideal for small to medium-sized websites).
   Website

Set Up Google Consent Mode v2 for Free with CookieYes

I chose CookieYes because the free plan is sufficient for most SMEs in Switzerland, I found the user interface very intuitive, and setting up Google Consent Mode v2 was relatively easy. Here’s how the setup works:

1. Create an account on cookieyes.com.
2. WordPress integration via plugin
3. Customize consent banner (design, languages, texts, positioning).
4. Set up Google Consent Mode v2 with our quick guide.
5. Check connection to Google – after 1-2 days, the Consent Mode was active in Analytics.

Quick Guide for Google Consent Mode 2 with CookieYes for WordPress

The installation guide for Google Consent Mode v2 via CookieYes was relatively easy to implement. I chose Method 2 for the implementation, where after installing and configuring the basic installation of CookieYes, you only need to insert the following code in the header at the first position after the <head>:

<script>
    window.dataLayer = window.dataLayer || [];
    function gtag() {
        dataLayer.push(arguments);
    }
    gtag("consent", "default", {
        ad_storage: "denied",
        ad_user_data: "denied", 
        ad_personalization: "denied",
        analytics_storage: "denied",
        functionality_storage: "denied",
        personalization_storage: "denied",
        security_storage: "granted",
        wait_for_update: 2000,
    });
    gtag("set", "ads_data_redaction", true);
    gtag("set", "url_passthrough", true);
</script>

This looks approximately like in the following screenshot. It’s best to use a child theme so that the changes are not lost with the next theme update!

Check with Google Analytics if Consent Mode v2 is active

After setup, it took about one to two days for Google Analytics to display the corresponding update in the property settings – for me, a clear sign that the integration was successful. This is what it looks like in Google Analytics when Google Consent Mode v2 is active:

Important Insights from the Implementation

• I normally use the free version of Complianz, but for the Consent Mode, I had to switch as this feature is not included there
• The complete setup took me less than 1 hour
• The integration went more smoothly than expected

What Does the Consent Mode Bring to Us and Our Customers?

From my experience, the biggest advantages are:

1. Legal Security
   • I can be sure that the data collection is GDPR-compliant
   • User consent is transparently documented
2. Better Data
   • I still get meaningful aggregated data even without full consent. Google extrapolates the existing data.
   • My conversion tracking has become more precise

Installation Service Google Consent Mode v2

The installation of Google Consent Mode v2 and the CookieYes service requires basic knowledge regarding the installation and configuration of the CookieYes plugin, as well as integration of additional code for the Google Consent Mode.

If you cannot or do not want to install Google Consent Mode v2 on your own, we will take care of the installation of CookieYes with Google Consent Mode v2 for a flat rate of CHF 150.00 + VAT.

Our WordPress expert Martin Häfliger, with 30 years of expertise in web projects and project management, is at your disposal. The data you enter will be transmitted to us.