Google CMP will provide extended support for Analytics and Google Ads

In short, publishers who use Google Adsense and have implemented Google CMP to obtain users in EEA, UK and Switzerland, can soon use this CMP for Google Analytics and Google Ads. Therefore, the message "Verify Your Consequent Settings for End users in the European Economic Area (EEA)" in Google Analytics would disappear if you are using CONSENT MODE V2 from Google.

What will the Google CMP integration mean to Analytics and Google Ads

For those using Adsense, Google has announced the launch of two new options in European regulation settings available at the account level in the sectionPrivacy & Messaging. These allow the interpretation of the consent signals already collected by the integrated Google (eg: AdSense) CMP and their application for the consent MODE V2, in services such as: Google Analytics, Google Ads and Firebase.

Specifically, publishers who use Google CMP to display consent messages to SEE users, UK and Switzerland will be able to activate these options for the system to send valid consent signals for:

ad_storage - Required for personalized advertising
analytics_storage - Required for data collection in Google Analytics
personalization and user_data - In the context of targeted advertisements and conversion measurement

This functionality eliminates the need for a third party or manual implementation of consent mode gtag.js Or Google Tag Manager, for those who already use the Google solution.

The settings will be deactivated by default and can only be activated from the AdSense/Google administration interface. After activation, they will automatically apply to all consent messages displayed on the web and applications (except: AMP).

Consent mode allows other Google products that you use (such as Google Ads, Google Analytics or Firebase) to respect your users’ consent choices. Later this week, two new account-level flags will become available on the European regulations Settings page in Privacy & messaging. These flags will be disabled by default. If enabled, Google’s CMP will be able to interpret your existing EEA, UK and Swiss user consent choices for consent mode’s advertising purposes (including ad storage, personalisation and user data) and analytics storage. This setting will only be applicable for publishers who want to use Google’s CMP to obtain consent and provide transparency for the use of both our publisher and advertising products. If this setting is enabled, it will apply to all of your European regulations messages shown on the web and in apps, but will not apply to messages shown on AMP.

Source: Google.

This is good news for publishers who are looking for a simpler solution for compliance with the new legal requirements, without giving up the measurement and monetization function offered by Google.

An example of manual integration consequently MODE V2 withgtag.js would look as follows:

<!-- Google tag (gtag.js) -->
<script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXXXX"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}

  // Initialize gtag
  gtag('js', new Date());

  // Set default consent before user makes a choice
  gtag('consent', 'default', {
    'ad_storage': 'denied',
    'analytics_storage': 'denied',
    'personalization_storage': 'denied',
    'functionality_storage': 'granted',
    'security_storage': 'granted',
    'region': ['EEA', 'UK', 'CH'] // Applies these defaults only to users in these regions
  });

  // Example: Update consent after user accepts cookies
  // (Trigger this only if the user has explicitly consented)
  // gtag('consent', 'update', {
  //   'ad_storage': 'granted',
  //   'analytics_storage': 'granted',
  //   'personalization_storage': 'granted'
  // });

  // Initialize Google Analytics (respects the above consent settings)
  gtag('config', 'G-XXXXXXX');
</script>

With the new integration, Google CMP, this whole process will be automated. You no longer have to add special codes to update the consent. Google will connect the message displayed to the user and the consent signals for analytics, ADS and Firebase.

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