Google Consent Mode v2 Enforcement Is Here and How to Stay Compliant and Preserve Your Conversions

As of July 21, 2025, Google has begun fully enforcing Consent Mode v2 across the European Economic Area (EEA). For businesses that haven't implemented the required consent parameters, the impact is already visible, critical data is disappearing from performance dashboards.

Advertisers are reporting sudden drops in conversions and growing gaps in attribution across both search and display campaigns. Industry insiders confirm that Google has started removing access to audience segments and remarketing tools for sites and apps not meeting Consent Mode v2 standards.

The consequences of non-compliance are real, immediate, and affect both visibility and campaign performance.

Google Consent Mode v2 Enforcement Is Here

What Consent Mode v2 Requires

To remain compliant, websites and mobile apps must collect and share users’ consent choices using standardised signals such as ad_user_data and ad_personalization. These values determine whether user data can be used for advertising measurement and personalisation.

A Google-certified Consent Management Platform (CMP) is essential for correct implementation. UniConsent is one such CMP, trusted by top brands to manage Consent Mode v2 at scale.

Explore detailed guides here:

• How Consent Mode v2 Works
• Consent Mode v2 Explained

With UniConsent, consent signals are applied automatically based on user interaction, helping you maintain access to data while respecting privacy requirements.

Mobile Apps Must Also Comply

Consent Mode v2 isn’t just for websites. Mobile apps are equally subject to compliance under Google’s App Attribution Partner (AAP) framework, especially those using Google Ads SDK, Firebase, or similar tools.

UniConsent offers SDKs for iOS and Android, enabling in-app consent collection and signal transmission. This helps mobile teams preserve attribution and remarketing capabilities, even when tracking is limited.

Start here:

• Google App Attribution Partner (AAP) and CMP Integration
• What is Google AAP and Google MMP for Mobile Apps?

These SDKs are built for fast deployment and seamless integration with Google’s requirements.

Stay Compliant and Protect Campaign Visibility

With privacy regulations and platform policies evolving rapidly, the enforcement of Consent Mode v2 underscores how quickly non-compliance can disrupt your data pipeline.

UniConsent provides the tools and support you need to stay compliant and protect campaign performance, whether you're managing a large-scale website or a mobile app ecosystem.

About UniConsent

UniConsent CMP is a Google and IAB TCF-certified Consent Management Platform. We help publishers and marketers deliver seamless privacy experiences to tens of millions of users daily across websites and mobile apps. Contact us to learn more: hello@uniconsent.com