Anonymous Google Ads conversion in GTM?

  • Resolved wpadmi

    (@wpadmi)


    1 year ago

    Hello,
    I would like some advice on setting up a Google Ads conversion tag in GTM, this is a GDPR and cookies setup using Complianz/GTM, EU settings.

    I have already created Complianz consent categories, please see https://www.dropbox.com/scl/fi/hfr5i04tickpv25q0o19y/complianz-kategorie.png?rlkey=8me7rnlyby6oogupdu94xijwr&dl=0 .
    Previously for other projects I have set the Google Ads tag depending on marketing cookies consent/trigger (Trigger – Event – equals cmplz_event_marketing).

    Now a marketing consultant tells me that it should be possible to run Google Ads conversions without consenting to marketing cookies, in which case he says the conversion should take place, just without personal/user data, so it should not violate GDPR. This fellow just needs to measure the number of conversions, he doesn’t need to have detailed information on the site visitor.

    Would be interested in your opinion:

    – whether or not this setup is in conflict with the current GDPR regulation within the EU
    – if it is not in conflict, then how can Google Ads conversions be triggered in GTM without consenting to (marketing) cookies. For example, can I run them based on Trigger – Event – equals cmplz_event_functional ?

    Many thanks for you help and suggestions, best,

    Jiri.

Viewing 2 replies - 1 through 2 (of 2 total)
  • Plugin Contributor jarnovos

    (@jarnovos)

    Hi @wpadmi,

    Please know that we can’t provide any legal advice, the below answer must therefore not be regarded as such.

    I’d say this requires consent: as you need to obtain consent before placing non-functional/tracking cookies and processing personal data.

    And as far as I am aware, the use of Google Ads involves collecting personal data, and “non-functional” cookies will be used. ‘Conversion tracking’ can be used to identify users, track performed actions across different pages, re-marketing etc.

    If yo still want to load this functionality without requiring consent, regardless of the above, you could keep the Firing Triggers that you would normally use for such a tag (instead of cmplz_event_functional).

    Kind regards, Jarno

    Thread Starter wpadmi

    (@wpadmi)

    Hi Jarno,

    many thanks for your information!

Viewing 2 replies - 1 through 2 (of 2 total)
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