Are you at risk of Google shutting down your Google ads account?

From 1 May, Google has become significantly stricter. Google has issued an updated information regarding Consent Mode V2 for the reason that there are still many people who have not had CMV2 implemented yet. But now Google turns up the heat, and you no longer only run the risk that your data collection will be affected, worst case scenario Google turns off your Google Ads account. The previous deadline for setting up CMV2 was 6 March, where the consequence of not setting it up was that your website could no longer collect data about users from the EEA region for Google Analytics 4 and Google Ads. The features that would be affected were conversions, remarketing and audiences, which would not be available in the Google products. This alone should be reason enough to get CMV2 installed.

But now it is not just a recommendation, but absolutely essential for companies that want to continue using GA4 and Google Ads, to get CMV2 implemented. Not only do you risk losing 30-60% of your data, as well as the possibility of creating target groups and remarketing in GA4 and Google Ads, from now on you actually risk that they switch off the entire account in Google ads. Consent Mode has existed for several years, but it has not been a requirement to have it implemented on Google’s part.

With the new legislative changes in 2024, in particular the Digital Markets Act (DMA) in the EEA area, companies such as Google, considered “gatekeepers”, are obliged to collect user consent for the use of their platform services. This means that it is necessary for Google to ensure that their users also follow the right rules when it comes to consent.