Since implementing Google Consent Mode in the UK to comply with European regulations, we’ve observed a decline in Google Ads performance. Is there a likely correlation, and what solutions should we explore?
Topic summary
A UK-based advertiser has noticed declining Google Ads performance after implementing Google Consent Mode to meet European regulatory requirements.
Likely cause:
The performance drop is probably linked to Consent Mode implementation, which restricts data collection when users decline cookies.
Recommended solutions:
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Enhanced conversion tracking (primary recommendation): Verify if it’s enabled by checking Google Ads conversion settings at ads.google.com/aw/conversions and hovering over the status column’s active label
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Server-side tracking (secondary option): More expensive and complex; rarely used by EU clients as enhanced conversions typically provide sufficient data for effective campaign performance
Most European advertisers successfully maintain Google Ads effectiveness using enhanced conversions alone, without needing costly server-side tracking infrastructure.
Hello Sakhawat, thank you for your question in the FeedArmy AMA Event.
Most likely yes, the only way to improve the tracking, is to ensure you have enhanced conversion tracking.
Check here: https://ads.google.com/aw/conversions
And hover over the active label in the column status to see if enhanced conversions is enabled.
You can also, but pretty expensive is to track conversion server side.
I honestly have a lot of EU clients and I don’t have a single client using server side tracking, because we are tracking enough data to be able to get Google Ads to work.
But if this is very important for you, have a look at server side tracking.