Google Ads: How to measure conversions while respecting user consent
Posted: Thu Dec 05, 2024 9:24 am
We're living in the golden age of online shopping, so Google Ads is more aware than ever of its users' need to accurately measure conversions .
At the same time, users are very jealous of their privacy and new regulations are aimed at respecting their consent more and more, which can limit the amount of data that advertisers have access to.
To solve this dilemma, Google Ads has launched a new solution that adapts the behavior of labels to users' consent preferences : consent mode.
Do you want to know how to make your Google Ads campaigns a oman email address this year ? Click here and watch the related course. Discover the trends and news of the Google advertising platform.
Google Ads: How to measure conversions while respecting user consent
What is Google Ads Consent Mode and how does it work?
Consent mode is a new Google Ads tool that allows advertisers to gain more insights into conversions while ensuring that the Google tags that help them measure them reflect users’ consent choices.
When consent mode is enabled, advertisers have access to a new tag setting called "ad_storage" which controls cookie behavior for advertising purposes, including conversion measurement. If the user has not consented to the use of cookies for advertising purposes, Google tags will not use cookies for this purpose.
For example, let's say a user visits your website and chooses whether or not to allow advertising cookies via a cookie banner. If you have consent mode enabled, Google tags will be able to determine whether or not that user has consented to cookies and act accordingly:
If the user has given consent , conversion reporting will continue to work normally.
If the user has not given consent , Google tags will adjust accordingly and will not use advertising cookies, but will instead measure conversions in a more aggregated manner.
With consent mode, Google Ads , Campaign Manager , Display & Video 360 , and Search Ads 360 campaigns will continue to provide conversion data while respecting users' choices about advertising cookies.
Consent mode is also compatible with Google Analytics , which means that this tool will be able to understand and respect user consent for advertising cookies. For example, Analytics will not read or write advertising cookies for non-consenting users, which means that some additional features, such as remarketing, will be disabled for them.
At the same time, users are very jealous of their privacy and new regulations are aimed at respecting their consent more and more, which can limit the amount of data that advertisers have access to.
To solve this dilemma, Google Ads has launched a new solution that adapts the behavior of labels to users' consent preferences : consent mode.
Do you want to know how to make your Google Ads campaigns a oman email address this year ? Click here and watch the related course. Discover the trends and news of the Google advertising platform.
Google Ads: How to measure conversions while respecting user consent
What is Google Ads Consent Mode and how does it work?
Consent mode is a new Google Ads tool that allows advertisers to gain more insights into conversions while ensuring that the Google tags that help them measure them reflect users’ consent choices.
When consent mode is enabled, advertisers have access to a new tag setting called "ad_storage" which controls cookie behavior for advertising purposes, including conversion measurement. If the user has not consented to the use of cookies for advertising purposes, Google tags will not use cookies for this purpose.
For example, let's say a user visits your website and chooses whether or not to allow advertising cookies via a cookie banner. If you have consent mode enabled, Google tags will be able to determine whether or not that user has consented to cookies and act accordingly:
If the user has given consent , conversion reporting will continue to work normally.
If the user has not given consent , Google tags will adjust accordingly and will not use advertising cookies, but will instead measure conversions in a more aggregated manner.
With consent mode, Google Ads , Campaign Manager , Display & Video 360 , and Search Ads 360 campaigns will continue to provide conversion data while respecting users' choices about advertising cookies.
Consent mode is also compatible with Google Analytics , which means that this tool will be able to understand and respect user consent for advertising cookies. For example, Analytics will not read or write advertising cookies for non-consenting users, which means that some additional features, such as remarketing, will be disabled for them.