At the latest after the corresponding
Ruling of the BGH
cookie banners with a clear user decision have become the standard. Users can usually decide whether cookies may be stored after an ad click by clicking on the cookie banner. The measurement losses for advertisers vary considerably.
Unclearly set up cookie banners not infrequently cause a conversion loss of 40-50%! This has a clear negative impact on the data in Google Ads and therefore on your bidding strategies.
Google Consent Mode
you can get back the mere counting of conversion actions. This works even if you reject the cookie banner. The storage of cookies is not necessary.
The advantage: data can be recovered for the opt-out group of users. The bidding strategy again receives valuable completion data. However, information about the user, such as their behavior on the website, is not collected. Thus, you respect the decision of website visitors, but do not sacrifice the best possible performance of your Google Ads.
You should have this checked now:
- What is the current ratio between consent and rejection of your cookie banners?
- Can your cookie banner be connected to Google Consent Mode?
- Have it tested whether user decisions are passed on in a privacy-compliant manner after installation.