Impact on Google Ads performance
The new situation is quite different for every advertiser. The proportion of website visitors who opt-in or opt-out after clicking on an advertisement is likely to be different for different industries and for different forms of cookie banners. Online marketers should determine how high the corresponding user share is for their own website. The opt-in and opt-out components can be found in the backend of various cookie banners.
The fact that a certain proportion of the users of a website are not recorded is nothing new in itself. Various browsers with strict data protection settings and privacy plugins prevent tracking via Google Analytics, for example. As a result, it is not uncommon for the reports to show between 10% and 20% fewer users, conversions or sales.
As a result, the number of impressions and clicks will not change at the Google Ads account data level. However, fewer conversions can be recorded and assigned to Google Ads if the opt-out percentage now increases. This has direct effects, for example on smart bidding strategies, which may now have less conversion data available.
So there is a risk that Smart Bidding campaigns will concentrate on too small a user share and optimize bids too one-sidedly. This is less of a problem for advertisers who sell masses of products via Google Ads and can only serve a certain market share anyway. In smaller markets, local campaigns and accounts with a low conversion volume, however, this is advertising bypassing the real market.