As a part of Google’s ongoing commitment to a privacy-centric digital advertising ecosystem, we are strengthening the enforcement of our EU user consent policy (EU UCP).
Advertisers must adhere to the EU UCP to use ad personalization and for measurement when using:
- Tags that send data to Google (websites)
- SDKs that send data to Google (apps)
To keep using applicable tags/SDKs for measurement, and for ad personalization, and remarketing features, you must collect consent for use of personal data from end users based in the EEA and share consent signals with Google for these use cases.
The requirements also apply if you are using Google Analytics data in Google Ads, Search Ads 360, or Display & Video 360. When using tools to upload data from non-Google sources, such as enhanced conversions for leads or store sales, advertisers should review our customer data policies.
Affected Analytics features
If you are using Analytics data with a Google service, such as Google Ads, Play, Display & Video 360 or others, and you take no action, only end users outside the EEA will be included in audiences used by your linked advertising products starting early March, 2024.
Review your Analytics properties to learn if you are sending the necessary consent signals to Google. Notifications in your Analytics property will guide you to your next steps. Go to the next section on this page to check if an Analytics property is receiving consent signals.
Check if Analytics is receiving consent signals
If your Analytics property is linked to another Google service that requires consent to share data and one or more data streams has EEA-based visitors, Analytics may notify you if it isn’t receiving affirmative end-user consent for ads measurement or ads personalization. For ads measurement consent, Analytics expects the ad_user_data consent mode parameter. Ads personalization consent is sent using the ad_personalization consent mode parameter. Personalized advertising and remarketing will require affirmative end-user consent signals.
Check the list of data streams in each of your Google Analytics 4 properties to learn if you are sending the required consent signals:
- In Admin, under Data collection and modification, click Consent settings.
- At the top of the page, you may see the percentage of your website traffic and conversions coming from the EEA. This helps you gauge the potential impact of EEA user consent on your overall analytics data.
- Select a data stream to see consent signal details for that data stream.
- Below the EEA traffic insights, you'll find the following sections. In each section, Analytics may alert you to potential issues with your consent signals. For example, if there's a problem with the signal for ad personalization, you may need to review your consent banner configuration or ensure your consent management platform (CMP) is properly integrated with Google Analytics.
- Advertising related consent signals: This section details each consent signal related to advertising features (like personalized ads, demographics, and interest reports). You'll see which signals are correctly set up and how each impacts your advertising capabilities. For example, the ad_storage signal directly affects whether storage (such as cookies) are enabled for advertising reporting and activation use cases.
- Behavior analytics consent signals: This section shows the status of consent signals related to features that measure user behavior on your site. You'll understand which signals are active and how they are influencing your behavioral data.
- At the bottom of the page, you'll find Consent Settings, where you can configure the following consent management settings:
- Manage default consent settings for data collection: Set consent default labels for end-user data from the EEA used for advertising purposes.
- Manage data use across Google services: Choose which Google services can receive consented data from end users in the EEA.
After you update your website or app to collect the required consent signals and send them to Google, Analytics will detect the signals and the notifications for that data stream will also update. It may take 48-72 hours for the notifications to update.
Next steps
After you check if Analytics is receiving consent signals, find your situation on the list and follow the instructions.
Web stream setup
Find instructions for collecting and sending consent signals from your websites.
If you don't have a consent banner: Set up a consent banner on your website. If you choose a banner provided by a Google-certified partner, make sure you enable consent mode in the banner settings. Learn how to set up a consent banner.
If you have a consent banner but don't use consent mode: If you use a Google-certified consent management platform (CMP), enable consent mode in your banner settings. Learn more about Google-certified consent management platforms.
If you maintain your own consent banner but don't use consent mode: Implement consent mode for your website. Learn how to implement consent mode for a website with your own consent solution.
If you use a Google-certified consent management platform (CMP), your CMP provider will automatically update to the newest version of consent mode. Learn more about Google-certified consent management platforms.
If you maintain your own consent banner, upgrade to consent mode v2 to collect ad measurement and ads personalization consent signals.
App stream setup
Find instructions for collecting and sending consent signals from your apps.
Check and update SDK version
Your app's SDK must be updated to a version that supports consent mode v2.
- Android apps must use Firebase Android Analytics SDK version 21.5.0 or later.
- iOS apps must use Firebase Apple SDK version 10.17.0 or later.
Collect ads measurement and ads personalization consent signals
If you haven't set up consent mode for your app, you must do so.
- Android: Set up consent mode for Android apps.
- iOS: Set up consent mode for iOS apps.
If you have previously set up consent mode for your app you must upgrade it to consent mode v2.
