The EU’s Digital Markets Act now requires user consent for Google Ads Call Conversions, Click Conversions, and Customer Match — here’s what to check on your side.Applies to: Businesses advertising to consumers in the EU
Background
The Digital Markets Act (DMA) is a regulatory framework introduced by the EU to promote fair competition and user protection online. It targets large platforms (“gatekeepers”) to prevent them from misusing their position to disadvantage users or competitors. In response, Google now requires user consent for Call Conversions, Click Conversions, and Customer Match in Google Ads. If your marketing reaches EU audiences, you need to comply regardless of your business’s size or location.What to do
- Confirm your website or app has a Google-certified Consent Management Platform (CMP) in place. Google maintains a list of certified CMP partners for advertisers.
- Contact your Invoca Customer Success Manager or email success@invoca.com to confirm:
- Your Invoca Tag is set up to collect user consent values from your CMP.
- A Marketing Data field exists to capture and store that consent value.