Google Ads Liaison Ginny Marvin recently highlighted critical updates regarding Google’s enforcement of its EU User Consent Policy.
Google is strengthening enforcement around consent requirements for European Economic Area (EEA) traffic.
As part of this, the company has introduced consent mode version two (v2), which includes parameters for ad personalization and remarketing consent signals.
Advertisers must take action by March 2024 or risk losing critical advertising capabilities in the region.
A Google help page reads:
“To keep using measurement, ad personalisation and remarketing features, you must collect consent for use of personal data from end users based in the EEA and share consent signals with Google. The requirements also apply if you are using Google Analytics data with a Google service.”
Per Marvin’s posts, here’s what advertisers need to know about the pending deadline.
Google’s consent mode, which allows advertisers to adjust their Google tag settings based on user consent, is being updated.
The update adds specific parameters to capture consent for ad personalization and remarketing purposes.
The updated consent mode will feature two new parameters: ad_user_data
and ad_personalization,
which sends consent signals related to personalized advertising.
Advertisers that don’t adopt the new framework by the deadline will lose the ability to serve personalized and remarketed ads.
Marvin recommended that Universal Analytics 360 users transition to Google Analytics 4 (GA4) as soon as possible to maintain key advertising capabilities for website traffic from the EEA.
She noted that GA4 now has a new consent setting that allows you to quickly verify that consent signals are being properly transmitted.
Additionally, GA4 offers the enhanced conversions feature, which uses first-party conversion data to provide a more detailed and aggregated view of conversion behaviors.
Marvin pointed out two key benefits of enhanced conversions for advertisers:
“An advantage of implementing enhanced conversions in GA4 rather than only in Google Ads is that user-provided data can be used for additional purposes (such as demographics and interests, and paid & organic measurement).”
Marvin concluded her series of posts with a Q&A session addressing common concerns:
Here are additional considerations for advertisers, per Marvin’s social media posts:
Doing this now will ensure minimal disruption to your advertising capabilities in the EEA.
Consent Mode V2 is an updated framework introduced by Google to help advertisers comply with European Economic Area (EEA) consent requirements for online advertising.
This new version features specific parameters for capturing end-user consent related to ad personalization (ad_personalization
) and remarketing (ad_user_data
).
Advertisers in the EEA, or those targeting EEA traffic, must implement these changes by March 2024 to maintain the ability to deliver personalized and remarketed ads. Failure to adopt Consent Mode V2 could lead to a significant loss of advertising capabilities within the region.
Universal Analytics 360 users are strongly encouraged to transition to Google Analytics 4 (GA4) because GA4 has a new consent setting that ensures consent signals are correctly shared.
Moreover, GA4 includes the ‘enhanced conversions’ feature, which relies on first-party data to provide an in-depth, aggregated view of conversion activities.
By transitioning to GA4, advertisers maintain key advertising functionalities and gain additional insights into demographics, interests, and paid and organic measurements that are not exclusively dependent on Google Ads.
Featured Image: Mamun sheikh K/Shutterstock
So, to be able to do this, you can actually conduct content audits for your…
Here is a recap of what happened in the search forums today, through the eyes…
Mikhail Parakhin, the former head of Bing Search and Microsoft Advertising at Microsoft, confirmed he…
What Is Local On-Page SEO?Local on-page SEO means optimizing your webpages to improve your organic…
For the original iTunes version, click here.Google may have had two search ranking algorithm…
What Is an SEO Campaign?An SEO campaign is a carefully organized plan to improve a…
This website uses cookies.
Leave a Comment