Google Takes Action on Conversion Tracking Due to EU Consent Policy
Google is tightening its grip on EU compliance, and advertisers are starting to feel the effects.
Why This Matters
Starting July 21, 2023, if your website isn’t using Consent Mode v2, Google has essentially shut down essential advertising features for traffic coming from the EU.
The Consequences
Advertisers who haven’t transitioned to Consent Mode v2 are facing significant challenges, such as:
- No conversion tracking.
- No remarketing audience building.
- Reduced ad performance.
The Larger Impact
This policy shift is already affecting ad optimization and the quality of signals across the EU. Without user consent data, Google’s machine-learning systems struggle to optimize ad delivery effectively.
The Initial Alert
Adriaan Dekker, a Google Ads specialist, highlighted the notification he received from Google. It outlined that one of his platforms didn’t meet the EU User Consent Policy and specified the consequences:
“We have reviewed your account and found that the attached site(s)/app(s) do not comply with Google’s EU User Consent Policy… we will now take action including disabling personalised and non-personalised ads, remarketing and conversion tracking functionality.”
Bottom Line
If you haven’t implemented Consent Mode v2 yet, you’re not just behind the curve – you’re at risk of losing crucial ad capabilities and experiencing a drop in performance. Take action now to stay ahead!
