Question: A marketer advertises in many markets around the world, including Germany and France. They've started running YouTube and Search campaigns with Google, and they measure online conversions. Which action should this marketer take to preserve their conversion tracking after regulatory changes such as the Digital Markets Act?
- Remove the Google tag from all landing pages and evaluate campaigns based on clicks only to remove third-party cookie reliance completely.
- Implement the Google tag sitewide, unlocking privacy solutions like Enhanced conversions, consent mode, and the Attribution Reporting API.
- Remove the Google tag and send conversion data to Google server-side via API or offline uploads to remove third-party cookie reliance completely.
- Implement the Google tag on select landing pages and switch all campaigns to manual bidding strategies to remove third-party cookie reliance completely.
Explanation
A sitewide Google tag provides the measurement foundation needed for privacy-safe conversion tracking. It supports consent mode, which adjusts tag behavior based on user consent choices in regions affected by regulatory requirements. It also enables enhanced conversions, which improves conversion accuracy using hashed first-party data. Privacy-focused solutions such as the Attribution Reporting API help preserve measurement as browser and regulatory changes reduce traditional signals.
Why the other options are incorrect
Action prompt is only the setup scenario, not the recommended implementation.
Server-side API or offline uploads is incomplete because removing the Google tag would reduce access to Google’s privacy-safe tagging solutions.
Selective tagging and manual bidding is incorrect because sitewide tagging and automated measurement signals are needed for durable conversion tracking.
Clicks-only evaluation removes conversion measurement instead of preserving it.
Source for verification
https://support.google.com/google-ads/answer/13695607
https://support.google.com/google-ads/answer/9888656
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