Google has issued an important notice to advertisers using web or app conversion tracking for customers in the European Economic Area (EEA). The company is ramping up enforcement of its EU user consent policy, with significant consequences for non-compliance.
Key Points:
Mandatory Adoption:
- Google's Consent Mode is now required for advertisers tracking conversions in the EEA.
Audit Program:
- Starting April 2024, Google began auditing advertiser compliance with the EU user consent policy.
Enforcement Actions:
- Non-compliant advertisers face the risk of having their conversion tracking disabled.
Impact on Advertisers: Without conversion tracking, advertisers may experience:
- Reduced ability to measure ad effectiveness
- Limitations in campaign optimization
- Difficulties in understanding campaign performance
Immediate Action Required:
- Google recommends implementing Consent Mode as soon as possible to avoid negative impacts on performance and measurement.
This enforcement marks a significant shift in Google's approach to data privacy compliance in the EEA. Advertisers are urged to review and update their consent practices promptly to maintain full functionality of their Google Ads accounts.
