Consent Mode v2 and its impact on conversion tracking

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Before Consent Mode, measuring conversions was relatively simple: simply track a user's journey from interacting with an ad to completing a conversion. However, with new privacy regulations and the increase in users opting out of cookies, many conversions are either lost or cannot be tracked in traditional ways.

Let's understand the causal link between Google Consent Mode v2 , the loss of conversion tracking , and the need to implement advanced conversions.

Google Consent Mode v2 was introduced to comply with privacy regulations, such as GDPR, which require explicit user consent for the use of cookies and other identifiers. When users opt out, Google overseas chinese in europe data advertising tags can no longer track certain activities, such as ad clicks and conversions, which results in data loss for businesses. This loss translates into a reduction in advertisers' ability to accurately measure how many conversions are resulting from their ad campaigns , and also compromises the effectiveness of bid optimization strategies (such as smart bidding ).

To mitigate tracking loss caused by users not providing consent, Google has developed two solutions: enhanced conversions , which collects accurate conversion data from users who have provided consent, and conversion modeling , which estimates lost conversions for users who have not provided consent. Together, these solutions allow you to maintain effective tracking of advertising performance while respecting user privacy.

After implementing Google Consent Mode v2, you may see abnormal drops in Google Ads traffic and audiences . Failure to properly configure Consent Mode can result in a significant reduction in data collected and conversions tracked.