Google has stopped conversion tracking in the EU
As of July 21, 2025, Google has officially stopped conversion tracking and remarketing in the EU for websites that have not implemented Consent Mode v2. If your site isn’t compliant, your Google Ads and Analytics data is already being disrupted.
Campaigns are now operating with fewer signals, reduced targeting accuracy, and weakened optimisation. If conversions have suddenly dropped off your reports in the EU, this change is likely the reason.
In this blog, we’ll walk through what Consent Mode v2 is, what the deadline means for advertisers, and how to ensure your setup is compliant.
What is Google Consent Mode v2?
Google Consent Mode v2 is an updated framework that helps websites respect user privacy preferences under EU laws such as GDPR. It modifies how your Google tags behave based on whether users consent to cookies and tracking.
If a user declines, Google tags switch to a privacy-safe mode, collecting only anonymised and aggregated data instead of none at all. This allows marketers to preserve critical performance insights – even without user-level tracking – while remaining compliant with privacy regulations.
This version of Consent Mode was introduced in response to increasing legal pressure in Europe. It gives users more granular control over how their data is used and requires websites to handle consent signals more transparently and systematically.
The July 2025 deadline explained
As of July 21, 2025, Consent Mode v2 is mandatory for any website using Google services that targets users in the EU or EEA. This includes UK businesses targeting EU users, as similar data protection rules continue to apply post-Brexit. Many global companies are rolling out Consent Mode v2 universally to simplify compliance and eliminate data inconsistencies across regions.
Failure to comply means Google will no longer track conversions or build remarketing audiences from non-consenting traffic – and your campaign performance will decline as a result.
Who needs to comply?
Any business using Google Ads, GA4, or other Google services that collect user data in the EU or EEA must implement Consent Mode v2. Even if your business is based outside of Europe, compliance is required if you target users in these regions.
To avoid fragmented data and compliance confusion, many companies are choosing to implement Consent Mode v2 globally as a standard practice.
The cost of non-compliance
If you haven’t yet set up Consent Mode v2, your marketing performance could already be suffering. Conversion tracking is likely broken, making it difficult to measure outcomes. Remarketing audiences are no longer being built, which limits your ability to re-engage visitors. You may also notice reporting gaps between GA4 and Google Ads, and offline conversion imports may be failing entirely.
These issues lead to underreported campaign results and misinformed marketing decisions – ultimately harming your ROI and your bottom line.
If your site is still using outdated consent settings, you’re already missing out on conversions, data insights, and advertising efficiency. The good news? There’s still time to turn things around.
Auditing your current consent setup
Once Consent Mode v2 has been implemented – either by your internal team or digital partner – it’s critical to ensure everything is working as expected. Start by using Google Tag Assistant or a comparable debugging tool to validate your consent signals.
Ask yourself:
- Are all four consent parameters (ad_storage, analytics_storage, ad_user_data, and ad_personalization) correctly configured?
- Is your Google-certified Consent Management Platform (CMP) sending the right signals based on user choices?
- Do your Google tags respond dynamically to changes in user consent?
- Are consent signals showing up in GA4 reports?
You should also monitor your consent rate. If fewer than 30% of users are opting in, your cookie banner might need an upgrade. Better copy, design, and user experience can significantly improve opt-in rates – and your data quality along with it.
How Google models conversions without consent
One of the most powerful features of Consent Mode v2 is its use of conversion modeling. When users opt out of tracking, Google doesn’t simply stop reporting. Instead, it uses machine learning to estimate likely conversions based on the behavior of similar, consenting users.
These modelled conversions are blended with actual data in your GA4 and Google Ads reports to create a more complete performance picture. While modelled data isn’t perfect, it’s far better than having no data at all. And crucially, Smart Bidding continues to operate effectively using this hybrid data, adapting to signal availability in real time.
Adapting your audience strategy
With fewer users consenting to personalised advertising, marketers must evolve their approach to targeting and audience building.
Start by embracing contextual targeting, which serves ads based on website content rather than user history. Use broad-match keywords alongside Smart Bidding to help widen your reach, especially when remarketing lists shrink.
Invest in building first-party data – through email sign-ups, loyalty programs, gated content, or account creation. When you own the relationship, you’re less reliant on third-party tracking. In this new landscape, great creative becomes even more valuable. Strong offers and clear, compelling messages can still drive conversions – even with limited personalisation.
The time to act is now
If your website is still operating on outdated consent configurations, you’re already losing visibility, conversions, and advertising efficiency. But it’s not too late to fix it.
If you’re unsure whether your site is compliant – or if you’ve noticed unexplained drops in performance – reach out to your account manager or contact our team below.