If you’re using web or app conversion tracking and haven’t adopted Google’s Consent Mode, it’s time to act. Google has begun enforcing its Consent Mode policy more strictly. Accounts that fail to meet the requirements for Consent Mode will soon have their conversion tracking disabled. This change is part of Google’s broader effort to ensure compliance with the EU user consent policy.

Without conversion tracking, advertisers will face major challenges, including:

• Difficulty in measuring ad effectiveness
• Reduced ability to optimize performance
• Limited insights into campaign success

In short, not having conversion tracking can severely limit your ability to manage and improve your Google Ads campaigns.

To avoid disruptions, you need to implement Google’s Consent Mode. 

EU user Consent policy compliance

If your agreement with Google incorporates the EU user consent policy, or you use a Google product that includes this policy, you must ensure that you:

• Obtain legally valid consent from end users in the EEA, the UK, and Switzerland for the use of cookies and personal data.
• Retain records of consent and provide users with clear instructions for revoking consent.
• Clearly identify all parties that may collect, receive, or use end users’ personal data.

For properties under third-party control, ensure that these operators also comply with the above duties if personal data is shared with Google.