Easier options for working with consented data

Getting started with privacy-safe measurement requires building a foundation of first-party data. Investing in a strong tagging infrastructure helps you make the most of the data your consumers share with you and lets you accurately measure your campaign performance.

As consumers seek increased control over how their data is used, your methods for respecting their consent choices will also need to evolve. For advertisers operating in the European Economic Area and the U.K., Consent Mode helps you achieve this by adjusting how Google tags operate based on user consent choices for ads cookies or analytics cookies. When users don’t consent to cookies, Consent Mode will use conversion modeling to recover, on average, more than 70% of ad-click-to-conversion journeys, ensuring that you continue to measure the complete performance of your media in a privacy-safe way.

To make it easier for your website to integrate with Consent Mode, we’ll soon enable implementation directly from your Google Tag Manager account, where you’ll be able to modify and customize tag behavior in response to users’ consent preferences. Accurate measurement that accounts for people’s consent choices doesn’t have to be complicated, and our new solutions make sure that it isn’t.

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