Google cuts conversion tracking in EU over consent mode non-compliance

Advertisers are losing conversions and targeting power as Google enforces strict consent compliance, cutting off key ad performance signals.Advertisers are losing conversions and targeting power as Google enforces strict consent compliance, cutting off key ad performance signals.Google is now enforcing its EU User Consent Policy more aggressively, and advertisers are seeing the fallout. Why we care. As of July 21, if your website isn’t using Consent Mode v2, Google effectively turned off key advertising features across EU traffic. The big picture. Advertisers without Consent Mode v2 now face: No conversion tracking. No remarketing audience building. Reduced ad performance. Zoom out. The policy change is already impacting ad optimization and signal quality across the EU. Without user consent data, Google’s machine learning systems can’t fully optimize ad delivery. First seen. Adriaan Dekker, a Google Ads specialist, shared the notification he received from Google. The message alerts to one of his platforms that doesn’t comply with the EU User consent policy and what action would be taken: “We have reviewed your account and found that the attached site(s)/app(s) do not comply with Google’s EU User Consent Policy… we will now take action including disabling personalised and non-personalised ads, remarketing and conversion tracking functionality.” Bottom line. Failing to implement Consent Mode v2 means losing core ad capabilities – and performance is already slipping. If you haven’t made the update yet, you’re behind.

Google is now enforcing its EU User Consent Policy more aggressively, and advertisers are seeing the fallout.

Why we care. As of July 21, if your website isn’t using Consent Mode v2, Google effectively turned off key advertising features across EU traffic.

The big picture. Advertisers without Consent Mode v2 now face:

• No conversion tracking.
• No remarketing audience building.
• Reduced ad performance.

Zoom out. The policy change is already impacting ad optimization and signal quality across the EU. Without user consent data, Google’s machine learning systems can’t fully optimize ad delivery.

First seen. Adriaan Dekker, a Google Ads specialist, shared the notification he received from Google. The message alerts to one of his platforms that doesn’t comply with the EU User consent policy and what action would be taken:

• “We have reviewed your account and found that the attached site(s)/app(s) do not comply with Google’s EU User Consent Policy… we will now take action including disabling personalised and non-personalised ads, remarketing and conversion tracking functionality.”

Bottom line. Failing to implement Consent Mode v2 means losing core ad capabilities – and performance is already slipping. If you haven’t made the update yet, you’re behind.

Advertisers are losing conversions and targeting power as Google enforces strict consent compliance, cutting off key ad performance signals.