Google has intensified its enforcement of the EU User Consent Policy, a move that began impacting websites last week. As of July 21, websites failing to implement Consent Mode v2 are experiencing limitations, specifically the inability to track conversions or establish remarketing audiences for users within the European Union.
This requirement stems from Google’s commitment to adhering to stringent EU privacy regulations, including the Digital Markets Act. Consent Mode v2 is crucial as it facilitates the transmission of user consent choices to Google’s systems, ensuring that data collection occurs only with explicit permission.
Without proper implementation, tracking signals are obstructed, leading to a meaningful reduction in advertisers’ visibility into key performance metrics. Websites still relying on older versions of Consent Mode may already be observing the repercussions, such as gaps in conversion data, diminished targeting accuracy, and less effective optimization strategies.
The implications of this policy update were highlighted by Google Ads specialist Adriaan dekker in
