Back to all questions
Answered Google Ads Strategy

Consent Mode v2 deadline - what actually breaks if you do not migrate by March?

P
Priya Deshmukh Asked Feb 20, 2024
2 2949
Clients keep asking and I want to be sure my answer is right before I repeat it five more times. The March deadline is being described as a cliff edge and I do not think it is one for everybody. My understanding: 1) If you have EEA traffic and no consent signal, remarketing audiences stop collecting and conversion modelling degrades. 2) If you have no EEA traffic at all, practically nothing changes next month. 3) The banner is not the deliverable. The banner passing the right signals is the deliverable, and plenty of consent platforms were updated late. Is that a fair summary or is there a fourth thing I am not accounting for? I would rather over-prepare the two clients this affects than spook the other four.

Replies (2)

Accepted answer
T Tomasz Wojcik · Feb 21, 2024
Summary is fair. Fourth thing: check the platform is actually sending the new parameters, not only the old two. We had a client with an updated banner where ad_user_data and ad_personalization were never passed. Tag Assistant showed it immediately, client did not know for six weeks. Also audiences stop collecting quietly. No warning anywhere in the interface. You find out when list size drops.
M Marcus Hale · Feb 23, 2024
Seconding the quiet part - we lost about a third of one remarketing list before anyone noticed and there was nothing in the account to tell us. Worth setting a calendar reminder to check list sizes a fortnight after the deadline rather than assuming no news is good news.

Want to join the conversation?

Log in to post
Browse the Help Center