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url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-whitepaper.svg");}.icon.icon-job {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-jobs.svg");}.icon.icon-e-dialog-event {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-events.svg");}.icon.icon-pressrelease {background-image: url("https://e-dialog.group/wp-content/uploads/2022/01/e-dialog-presse.svg");}</style> <div class="mwd-blogPost flex breadcrumb"> <div class="container"> <span class="parent"> <a href="https://e-dialog.group/blog/" title="Beiträge">Blog</a> </span> <span class="arrow">></span> <span class="category">Programmatic Display, Video & Everything</span> <span class="arrow">></span> <span class="child">Google Consent Mode V2: Auswirkungen auf die Kampagnen-Attribution & warum UTM-Parameter jetzt entscheidend sind</span> </div> </div> <div class="mwd-blogPost flex header" style="background-image: url(https://e-dialog.group/wp-content/uploads/2025/05/auto-tagging-1024x549.png);"><div class="container"><h1>Google Consent Mode V2: Auswirkungen auf die Kampagnen-Attribution & warum UTM-Parameter jetzt entscheidend sind</h1><p class="author">von Nadine Nager</p></div></div><div class="mwd-blogPost flex metabox space-top space-bottom"><div class="container"><div class="col"><div class="metabox-holder"><div class="date">06. Mai 2025</div><div class="duration"> <span class="span-reading-time rt-reading-time"><span class="rt-label rt-prefix">Lesedauer:</span> <span class="rt-time"> 3</span> <span class="rt-label rt-postfix">Minuten</span></span></div></div><div class="excerpt-box"><h3>Management Summary</h3><p>Seit März 2024 beeinflusst der verpflichtende Consent Mode V2 die Attribution in Google Analytics. Viele Advertiser verzeichnen einen Anstieg des organischen Traffics, da Kampagnen aufgrund fehlender Nutzerzustimmung falsch zugeordnet werden. Besonders betroffen sind Google Ads und programmatische Kampagnen. Um korrekte Daten sicherzustellen, ist der Einsatz von UTM-Parametern essenziell. Zukünftige Updates, darunter Aggregate Identifiers, sollen Attribution und Datenvollständigkeit verbessern. Dennoch bleibt die manuelle Kampagnenkennzeichnung entscheidend, um eine präzise Traffic-Zuordnung sicherzustellen.</p></div></div><div class="col"><div class="categorybox"><div class="categorybox-inner"><div class="categorybox-inner-title">Programmatic Display, Video & Everything</div><p><p>Wir bringen Ihre programmatischen Kampagnen auf das nächste Level. Unsere Consultants unterstützen mit Konzepten, Consulting und auch managed Service. </p> </p><a href="/bessere-kampagnen/#programmatic-display-video-everything" class="btn btn--space-top">Mehr Erfahren</a></div><div id="wobble"></div></div></div></div></div><div class="mwd-blogPost flex content space-top space-bottom"><div class="container"> <div data-elementor-type="wp-post" data-elementor-id="65663" class="elementor elementor-65663" data-elementor-post-type="post"> <section class="elementor-section elementor-top-section elementor-element elementor-element-111fc1af elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="111fc1af" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-367b2fde" data-id="367b2fde" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-43e4fc94 elementor-widget elementor-widget-text-editor" data-id="43e4fc94" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>In den letzten Monaten hat Google seine Systeme weiterentwickelt, um den Consent Mode besser zu unterstützen. Dies brachte einige Änderungen in der Traffic-Attribution mit sich – insbesondere bei der Kampagnenzuordnung von <strong>google / cpc (organic)</strong> sowie der Integration von Google Ads und programmatischen Kampagnen. Viele Partner stellten eine Zunahme des organischen Traffics fest, was direkt auf diese Anpassungen zurückzuführen ist. Doch was genau hat sich geändert, und wie wirkt sich das auf die Erfassung und Attribution von Kampagnen aus? Um weiterhin eine korrekte Zuordnung in Analytics sicherzustellen, ist der Einsatz von <strong>UTM-Parametern</strong> unerlässlich.</p> </div> </div> <div class="elementor-element elementor-element-41a8fb80 elementor-widget elementor-widget-heading" data-id="41a8fb80" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Attribution im Consent Mode - das hat sich verändert</h2> </div> </div> <div class="elementor-element elementor-element-b7945ce elementor-widget elementor-widget-text-editor" data-id="b7945ce" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Seit März 2024 ist der <strong>Consent Mode V2</strong> verpflichtend. Daraufhin wurden die Systeme von Google Analytics aktualisiert, um die Änderungen bezüglich des Consent Mode zu unterstützen. Diese Aktualisierungen können zu Änderungen in der Zuordnung geführt haben, einschließlich eines Anstiegs des organischen Traffics.</p> </div> </div> <div class="elementor-element elementor-element-32cdd6f elementor-widget elementor-widget-text-editor" data-id="32cdd6f" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Je nach der Zustimmung der Nutzer für die Datenverarbeitung durch Google Ads und programmatische Plattformen wie DV360 (Display & Video 360) gibt es unterschiedliche Auswirkungen auf die Attributionslogik. Besonders wenn die Zustimmung für ad_user_data im Consent Mode verweigert wird oder wenn der Websitebesucher seine Google Ads Personalisierungseinstellungen und die Verknüpfung durch Google Linked Services Remarketing in der Google Suche, Shopping, YouTube, Google Play und Gmail nicht aktiviert hat.</p><ul><li><strong>Wenn der Consent für die Nutzung von Anzeigendaten beim Advertiser oder bei Google verweigert wird:</strong> In diesem Fall sind Messungen und personalisierte Werbung deaktiviert. Dazu gehört auch die Nutzung von Daten, die auf Nutzer-IDs oder vom Nutzer bereitgestellten, konsentierten Daten basieren. Diese Einschränkungen betreffen sowohl Google Ads als auch programmatische Kampagnen. Die Fähigkeit, Anzeigen gezielt auf bestimmte Zielgruppen auszuspielen, ist eingeschränkt, was sich direkt auf die Performance der Kampagnen auswirkt. <br />Zudem wird der <strong>utm_campaign-Parameter</strong> verwendet, um die Kampagnen-Dimension in Google Analytics zu füllen. Dadurch kann die Kampagnendimension überschrieben werden, selbst wenn Auto-Tagging aktiviert ist. Dies bedeutet, dass auch bei aktivierter Auto-Tagging-Funktion eine manuelle Zuordnung der Kampagne durch den utm_campaign-Parameter erfolgen kann.</li><li><strong>Wenn ad_user_data erteilt wird:</strong> In diesem Fall funktioniert die automatische Tagging-Funktion wie erwartet. Die Kampagnendimension wird durch Auto-Tagging gefüllt, während der <strong>utm_campaign-Parameter</strong> spezifisch für die manuelle Quelle/Medium-Dimension genutzt wird. Dies entspricht der dokumentierten Funktionsweise im Google Help Center.</li></ul> </div> </div> <div class="elementor-element elementor-element-7d6cb32 elementor-widget elementor-widget-heading" data-id="7d6cb32" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h3 class="elementor-heading-title elementor-size-default">Bist du betroffen? So checkst du deine Kampagnen:</h3> </div> </div> <section class="elementor-section elementor-inner-section elementor-element elementor-element-f5034c0 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="f5034c0" data-element_type="section"> <div class="elementor-container elementor-column-gap-no"> <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-12040cc" data-id="12040cc" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-2d50126d elementor-widget elementor-widget-image" data-id="2d50126d" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img fetchpriority="high" decoding="async" width="480" height="786" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20480%20786'%3E%3C/svg%3E" class="attachment-large size-large wp-image-65667" alt="GA4 Einstellungen der explorativen Datenanalyse" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-3.png 480w, https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-3-183x300.png 183w, https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-3-385x630.png 385w, https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-3-384x628.png 384w" data-lazy-sizes="(max-width: 480px) 100vw, 480px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-3.png" /><noscript><img fetchpriority="high" decoding="async" width="480" height="786" src="https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-3.png" class="attachment-large size-large wp-image-65667" alt="GA4 Einstellungen der explorativen Datenanalyse" srcset="https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-3.png 480w, https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-3-183x300.png 183w, https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-3-385x630.png 385w, https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-3-384x628.png 384w" sizes="(max-width: 480px) 100vw, 480px" /></noscript> </div> </div> <div class="elementor-element elementor-element-447fb974 elementor-widget elementor-widget-text-editor" data-id="447fb974" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>GA4 Einstellungen der explorativen Datenanalyse, Quelle: GA4 e-dialog</p> </div> </div> </div> </div> <div class="elementor-column elementor-col-50 elementor-inner-column elementor-element elementor-element-13169fe" data-id="13169fe" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-7231433 elementor-widget elementor-widget-text-editor" data-id="7231433" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <ol><li>Öffne GA4 und die explorative Datenanalyse</li><li>Bei den Dimensionen verwende folgende: <br /> a. Sitzung – Quelle / Medium <br /> b. Sitzung – Kampagne </li><li>Visualisierung ein Liniendiagramm</li><li>Aufschlüsselungen: Sitzung – Kampagne </li><li>Als Messwert kannst du Sitzungen verwenden</li><li>Als Wert verwendest du Sitzungen</li><li>Wichtig: Filter setzen bei Sitzung Quelle / Medium und hier z.B. Google / CPC filtern</li></ol> </div> </div> </div> </div> </div> </section> <div class="elementor-element elementor-element-ab8fa33 elementor-widget elementor-widget-text-editor" data-id="ab8fa33" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Du kannst nun überprüfen, ob und wie viele Sessions mit den Kampagnennamen (organic) vorhanden sind. Ab 26. Juni 2024 traten Fehler bei der Zuordnung auf. </p><p>Wenn dies der Fall ist, solltest du in Zukunft deine Kampagnen durch manuelles Tagging ergänzen, um den gesamten Traffic genau deinen Kampagnen zuordnen zu können. </p> </div> </div> <div class="elementor-element elementor-element-32c3567 elementor-widget elementor-widget-image" data-id="32c3567" data-element_type="widget" data-widget_type="image.default"> <div class="elementor-widget-container"> <img decoding="async" width="800" height="636" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20800%20636'%3E%3C/svg%3E" class="attachment-large size-large wp-image-65668" alt="Auswirkungen des Updates" data-lazy-srcset="https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-4-1024x814.png 1024w, https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-4-300x239.png 300w, https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-4-768x611.png 768w, https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-4-1536x1221.png 1536w, https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-4-792x630.png 792w, https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-4-790x628.png 790w, https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-4.png 1640w" data-lazy-sizes="(max-width: 800px) 100vw, 800px" data-lazy-src="https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-4-1024x814.png" /><noscript><img decoding="async" width="800" height="636" src="https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-4-1024x814.png" class="attachment-large size-large wp-image-65668" alt="Auswirkungen des Updates" srcset="https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-4-1024x814.png 1024w, https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-4-300x239.png 300w, https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-4-768x611.png 768w, https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-4-1536x1221.png 1536w, https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-4-792x630.png 792w, https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-4-790x628.png 790w, https://e-dialog.group/wp-content/uploads/2025/05/attribution-consent-mode-4.png 1640w" sizes="(max-width: 800px) 100vw, 800px" /></noscript> </div> </div> <div class="elementor-element elementor-element-8ef2a39 elementor-widget elementor-widget-text-editor" data-id="8ef2a39" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Auswirkung des Updates – (organic) Traffic bei google / cpc, Quelle: GA4 e-dialog</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-79db218 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="79db218" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-939e170" data-id="939e170" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-61e1cfc elementor-widget elementor-widget-heading" data-id="61e1cfc" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Zukünftige Anpassungen und Ausblick</h2> </div> </div> <div class="elementor-element elementor-element-4342ef9 elementor-widget elementor-widget-text-editor" data-id="4342ef9" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Auch wenn sich Google bemüht, die Auswirkungen auf die Attribution möglichst gering zu halten, sind nicht alle Daten vollständig rückverfolgbar, wenn die Zustimmung zur Nutzung der Nutzerdaten fehlt. Dies führt derzeit zu Kampagnenlabels wie „(organic)“ oder „(not set)“ in Google Analytics 4 (GA4), wenn bestimmte Dimensionen aufgrund der fehlenden Zustimmung nicht erfasst werden können. Für die Zukunft plant Google jedoch, betroffene Traffic-Dimensionen besser zu kennzeichnen, etwa als „unconsented traffic“.</p><p>Seit April 2025 gibt es mehrere Google Analytics Updates bzw. wird es noch weitere geben, welche die Datenvollständigkeit deutlich verbessern sollen. Durch automatische Lösungen, sogenannte <strong>Aggregate Identifiers</strong>, werden Datenlücken geschlossen. Dies wird insbesondere Probleme bei der Zuordnung von bezahlten Google-Kampagnen zu organischen Kampagnen verringern, indem die übermäßige Zuordnung von Google Paid-Kanälen zu organischen Kanälen abgeschwächt wird.</p><p>Darüber hinaus wird es Verbesserungen der Attributionsdaten in Verhaltensberichten (Nutzer-/Sitzungsberichte) und Anzeigenmodulberichten (Berichte auf Ereignisebene) geben. Es werden auch Diagnosen eingeführt, um zu erkennen, wann Aggregate Identifier nicht verwendet werden können und <strong>UTMs als Backup-Mechanismus</strong> genutzt werden können.</p><p>Daher empfehlen wir manuelle UTM-Parameter einzupflegen, trotz Einführung der Aggregate Identifiers, um eine richtige Daten Zuordnung zu gewährleisten!</p> </div> </div> </div> </div> </div> </section> <section class="elementor-section elementor-top-section elementor-element elementor-element-763e856 elementor-section-boxed elementor-section-height-default elementor-section-height-default" data-id="763e856" data-element_type="section"> <div class="elementor-container elementor-column-gap-default"> <div class="elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-6215d26" data-id="6215d26" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-1132640 elementor-widget elementor-widget-heading" data-id="1132640" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <h2 class="elementor-heading-title elementor-size-default">Was bedeutet das für Werbetreibende?</h2> </div> </div> <div class="elementor-element elementor-element-be58b99 elementor-widget elementor-widget-text-editor" data-id="be58b99" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <p>Werbetreibende sollten sich dieser Veränderungen bewusst sein und ihre Analysemethoden anpassen. Die Kombination aus Auto-Tagging und manuellem Tagging bietet neue Möglichkeiten, die Kampagnendaten auch bei eingeschränkter Zustimmung besser zu steuern. Gleichzeitig sollten Advertiser die Auswirkungen der Consent Mode-Einstellungen auf ihre Attribution genau im Auge behalten, um eventuelle Traffic-Verschiebungen richtig zu interpretieren und ihre Strategien entsprechend anzupassen. Diese Neuerungen sind ein weiterer Schritt, um den Datenschutz der Nutzer zu gewährleisten, während gleichzeitig eine möglichst präzise Kampagnenzuordnung sichergestellt werden soll. Wer sich frühzeitig mit den Änderungen vertraut macht, kann auch in Zukunft seine Kampagnen erfolgreich optimieren und datenbasierte Entscheidungen treffen.</p> </div> </div> <div class="elementor-element elementor-element-e8cf90a elementor-widget elementor-widget-text-editor" data-id="e8cf90a" data-element_type="widget" data-widget_type="text-editor.default"> <div class="elementor-widget-container"> <h3>Hast du noch Fragen zum Google Consent Mode Update oder zu manuellen UTM Parametern? Wir unterstützen dich gerne: <a href="mailto:kontakt@e-dialog.group">kontakt@e-dialog.group</a></h3> </div> </div> </div> </div> </div> </section> </div> </div></div><div class="mwd-blogPost flex call-to-action space-top space-bottom"><div class="container"><div class="call-to-action-inner"><span class="lead">Kampagne anfragen</span><div class="call-to-action-inner-title">Bereit für Ihr neues Projekt?</div><p>Wir freuen uns auf Ihre Anfrage und beraten Sie gerne unverbindlich! Füllen Sie dazu einfach das Kontaktformular aus oder rufen uns direkt an.</p><a href="https://e-dialog.group/kontaktformular/" class="btn" title="Jetzt kontaktieren">Jetzt kontaktieren</a></div></div><div id="wobbleCTA"></div></div> <div data-wpr-lazyrender="1" class="mwd-blogPost flex more-topics space-top space-bottom"> <div class="container"> <h3 class="more-topics-headline">Weitere Themen</h3> <div class="c-post-types c-post-types--slider"> <div class="c-post-types__container swiper-container" data-interval="0"> <div class="swiper-wrapper"> <article class="c-post-types__entry post-64072 post type-post swiper-slide"> <div class="c-post-types__entry-card"> <a class="c-post-types__entry-thumbnail-link" href="https://e-dialog.group/blog/programmatic-display-video-everything/was-koennen-ga4-predictive-audiences-und-wie-setze-ich-sie-in-meinen-dv360-kampagnen-ein/"> <div class="c-post-types__entry-thumbnail"> <img width="768" height="412" 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1010 Wien</p> </div> </div> <div class="elementor-element elementor-element-526bcb4 elementor-widget elementor-widget-heading" data-id="526bcb4" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default"><a href="tel:+4313090909">+43 1 309 09 09</a></p> </div> </div> <div class="elementor-element elementor-element-8918758 elementor-widget elementor-widget-heading" data-id="8918758" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default"><a href="mailto:kontakt@e-dialog.at">kontakt@e-dialog.at</a></p> </div> </div> </div> </div> <div class="elementor-column elementor-col-16 elementor-inner-column elementor-element elementor-element-b9ed94d" data-id="b9ed94d" data-element_type="column"> <div class="elementor-widget-wrap elementor-element-populated"> <div class="elementor-element elementor-element-5258832 elementor-widget elementor-widget-heading" data-id="5258832" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default">Berlin</p> </div> </div> <div class="elementor-element elementor-element-5e72bf6 elementor-widget elementor-widget-heading" data-id="5e72bf6" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default">Jägerstraße 27 <br> 10117 Berlin</p> </div> </div> <div class="elementor-element elementor-element-7ffc04e elementor-widget elementor-widget-heading" data-id="7ffc04e" data-element_type="widget" data-widget_type="heading.default"> <div class="elementor-widget-container"> <p class="elementor-heading-title elementor-size-default"><a href="tel:+4917618141586">+49 176 1814 1586</a></p> </div> </div> <div class="elementor-element 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