How does Consent Mode affect Google Ads?

Google Consent Mode affects Google Ads by allowing websites to adjust how Google tags behave based on the consent status of their users. Here’s how it can impact Google Ads:

Conversion tracking: Consent Mode allows Google Ads to model conversions even when users do not consent to cookies. This means Google can estimate conversions based on aggregated and anonymized data, helping advertisers maintain accuracy in conversion tracking.

Ad personalization: With Consent Mode, if users do not consent to cookies, Google Ads will not use personal data for ad targeting, instead it will show non-personalized ads, still allowing the ads to be relevant without using cookies to track user behavior.

Data collection and reporting: Consent Mode helps fill in the data gaps that occurs when users do not consent cookies. Google uses machine learning models to fill in these gaps and provide insights based on modeled data.