Use of Consent Mode with the Google ad platforms
The attribution of conversions and transactions to the campaign that triggered them is a critical metric for advertisers. On the basis of this data, ongoing campaigns are optimized. For example, bid strategies and advertising budgets are adjusted accordingly.
With the Google Consent Mode, advertisers can get a better insight into the conversion data and at the same time ensure that the Google tags, which help them to measure the conversions, reflect the consent decisions of the users for ad cookies.
The idea behind it is simple: before marketing or tracking pixels become active, Google is told what a visitor has given their consent to. And that then determines how deeply Google processes this visitor’s data and sets cookies.
With Consent Mode, campaigns running on Google Ads, Campaign Manager, Display & Video 360 and Search Ads 360 can continue to report conversions – taking into account the consent of the user for ad cookies. And since you can still use the measurement of conversions in your campaign reports, you can still assign the conversions to the correct campaign and continue to optimize your bid strategies and budgets efficiently.